There’s no question that the introduction of technology has dramatically changed the contours of the B2B sales journey over recent decades. Just 20 years ago, customer relationship management (CRMs) and Salesforce introduced acute customer segmentation and a focus on individuals in the buying circle. As the industry evolved, sales analytics and new tools shifted toward a focus on KPIs and numbers, and most recently, machine learning, AI, and personalization have become more central in delivering increased engagement and boosted sales.
