Buying behaviour is constantly changing as a result of the expansion of digital channels and data-driven sales strategies and processes are increasingly taking centre stage. Digital and virtual buying experience has also reached B2B business and is becoming increasingly important. This means that the initial personal sales contacts used in B2B sales have started to take a back seat within the overall process. This situation poses enormous challenges for sales units. Sales processes and strategies as well as in-house technologies – such as the CRM system – need to be adapted to the behaviour of customers.
Data-driven sales approaches as well as pricing strategies, next best actions (NBA) and individual consulting approaches, supported by artificial intelligence (AI), are the focus of the revolution of sales. Thanks to the latest developments in the areas of data analytics and business intelligence as well as sales and pricing prediction, CRM systems offer the optimal platform for this.