Real-Time Data Is Not Always Usable: More Than Half of Marketers Still Need Technical Help.
Salesforce detects a divide between collecting client signals and turning them into actions.
Image: Salesforce State of Marketing · original publication Image source ↗
What happened
At its ninth State of Marketing, Salesforce reports that more than half of the marketers have real-time data but require technical support to activate them.
What changes
The advantage isn't just about collecting data but about connecting events with decisions: prioritizing a lead, adapting an offer or enabling monitoring.
Why it matters
A information-filled CRM can continue to be passive if clear rules, automations and responsibilities are lacking.
Implications for businesses
A company can start with something simple: lead origin, stage, final interaction, product of interest and next action. Those five fields already allow to automate a lot.
One Rhino’s take
Before buying more software, it's best to check if the current data fires up some decision. If they don't change what the computer does, they're still not operational intelligence.
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