Advances in machine learning (ML) and artificial intelligence (AI) are causing AI-enabled technology to rapidly gain traction in sales and marketing organizations. In B2B sales and marketing organizations, this trend is tied to the rise of account-based marketing (ABM). As more organizations seek to concentrate sales and marketing resources on best-fit accounts, there is a growing need to rapidly identify high-value accounts and timely, relevant account insights. High-quality data and comprehensive data management enables laser-focused targeting.
AI-enabled technology, such as high-velocity data collection and distribution into CRM systems, enables robust, automatic delivery of valuable insights on accounts. With personalization at scale, high-value accounts are the gold standard of modern revenue-generating teams.