The 21st century has marked the emergence of the first CRM system with the power to consolidate data and unify processes in multi-channel suites. Today, we’re observing the introduction of the customer data platform (CDP) into the CRM landscape.
In a CDP, data from different sources is gathered, combined and reinforced with intelligence (machine learning approaches, advanced algorithms, etc.). The outcome: more meaningful insights, clearer contexts and more detailed perspectives that lead to smarter decision-making.
Many vendors support this new evolution, and Gartner has picked up on the importance of CDPs in their 2016 Hype Cycle.
Your data is worth gold. By introducing a CDP into your organization and combining it with your CRM, your sales department receives an invaluable output from the CRM system. The CDP is poised to become the sales team’s greatest ally, as it increases their performance and provides key information to help them win the battle for the right customer at the right moment with the right offering.
Stay tuned for upcoming blog posts on how CDPs change the responsibilities of sales reps and the nature of supporting organizations and processes, and explore how to boost adoption.