Siloed organisations, siloed data.
Most companies today still work in siloed—in silo (from the Greek σιρός – siros, "pit for holding grain")—organisations, where strict separation of processes and data between marketing, sales and customer success exists. Only semi-holy men and women, carrying a title resembling to CxO, are allowed to bridge such environment. Marketing does leadgen, Sales converts leads to customers, and Customer Success keeps customers happy so they stay onboard. And while there is undeniable merit in having people work towards clear goals, focussing on only parts of the process, rather then trying to do everything [half]—e.g. sales people correctly being divided into inbound lead qualifiers, outbound SDRs and deal closers—there is absolutely no reason why [historical] customer data should not be available throughout the whole organisation.
Unified platforms to the rescue?
As more and more companies understand the necessity of unified data, they may consider [heavily] investing in a unified platform for marketing, sales and customer success. They might even consider building it themselves. These systems however focus understandably on their prime operational features for each domain. And while customer data indeed is/should be shared, the data analytics part mainly reflects rather poor dashboarding and has yet to integrate true intelligence on customer behaviour.
What unified systems also lack are the analytics features that measure external marketing and media channels, as well as off-line events. Connecting the dots between marketing, sales, customer success and business results is only possible when bringing all customer interactions together.
Customer Intelligence Platforms to the rescue!
A Customer Intelligence Platform's prime focus is to bring all [historical] customer data, from first appearance till last interaction, over various defined events, into one single source of truth. By analysing lots of customer data through deep learning algorithms, the CIP will uncover patterns in behaviour that can be associated with actual business results such as won deals, lost deals, won deals that churn within 3 months, etc...
Moreover, applying multi-touch attribution models, the CPI will reveal which channels and campaigns best to invest next; compare channels and campaigns against business outcomes; and even start profiling visitors based on their behaviour.
Finally, the CIP's information will be available through APIs to other sales and marketing apps, which can use the behavioural data to determine next course of actions.
More of that, in upcoming blogs... (so please follow us on your preferred social media to get regular updates...)