“Many B2B revenue teams have recognized the widening gap and are responding, explains Scott Vaughan of Integrate. “While there’s no silver bullet, here are strategies and tactics in play today that show promise.”

• Sales need to focus on being stand-out sellers, Marketing needs to commit to being breakthrough marketers.
• Company culture and compensation must start at the top.
• Common language and definitions of success.
• Integrated systems, dashboards and metrics. Using data to measure requires ONE data architecture and model to provide a “single point of truth.”
• Re-imagine the revenue organization. Dubbed “Revenue Operations,” this approach can take the form of a fully integrated team or a hybrid of sales, marketing and finance with dotted lines to functional leaders. 

“The gap between Sales and Marketing is growing because of changing business dynamics and external and internal pressures. Step 1 is to commit to sales and marketing each doing what they do well, and then using culture, comp, org and data to integrate the effort around the customer journey.”

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How do you exceed your demand gen goals for the rest of 2020? Even if you blew away the first quarter, how do you make sure you are thinking next level? In this “ask me anything” format, you’ll have demand gen and marketing technology experts addressing a curated selection of your burning questions about revOps, demand gen and marketing automation strategy. Join our expert panel and get all the expertise and none of the consultancy fees in this not-to-be missed, rapid-fire virtual event.

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HOW INSIGHTFUL: Social media management platform Hootsuite has launched a new social listening tool, Insights Powered by Brandwatch, that allows marketers to conduct searches on specific topics across various platforms, including social, blogs and news sites. The tool is an add-on that can be integrated into the Hootsuite dashboard. Why we care: Having the flexibility to search for specific topics — and feed that data directly into your social media management platform — helps socially-active brands remain relevant by being able to stay on top of trending topics and join the conversation at any time. Source: Hootsuite

GETTING CHATTY: Heymarket is integrating Apple Business Chat into its business messaging platform, making it possible for marketers to interact directly with iOS, watchOS and macOS users. The new feature allows customers to start a conversation with a brand by tapping on a ‘messages’ icon on a brand’s website via an iOS app, an email or directly from the iOS spotlight search. Why we care: A unified customer experience strategy means engaging with customers where they are. The addition of Apple Business Chat expands Heymarket’s communication capabilities, giving marketers more opportunities to interact directly with customers. Source: Heymarket

PATENT PERSONALIZATION. Data service provider Semcasting has secured a patent for mapping IP-based signals across sources, enabling multi-point identity resolution. While the company has offered cookie-free onboarding and custom audience capabilities for some time, this new patent extends Semcasting’s IP-targeting platform to include media context, devices and networks. Why we care: As we move further into a cookie-free online environment, marketers are searching for new solutions to keep personalization efforts intact. Semcasting claims its ID resolution match rates average 85% — well above the average 20% to 40% delivered by cookie-based data onboarding systems. Source: Semcasting

Top brands like IBM, Verizon, and Yelp are sending their senior-level marketers to MarTech, April 15-17 in San Jose, to learn actionable tactics and proven strategies that can help them overcome universal marketing obstacles. This is your chance to connect with driven professionals from elite brands.

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AI and Humans Must Join Forces to Deliver Superior Customer Experience – CMS Wire

The loss of tracking cookies is fueling the importance of email newsletters – Digiday

Ad Tech Bristles At The CNIL’s Consent Recommendations – But ePrivacy Could Change Everything – AdExchanger

On CRM: From Salesforce To Zoho, Which Of These 10 CRMs Is Really Best For Your Business? – Forbes

Facebook’s new AI-powered moderation tool helps it catch billions of fake accounts – The Verge

Looking ahead in 2020: Twitter Data Partners weigh in – Twitter