Real-Time Data Is Not Always Actionable: More Than Half of Marketers Still Need Technical Help
Salesforce identifies a gap between collecting customer signals and acting on them.
Image: Salesforce State of Marketing · original publication Image source ↗
What happened
In its ninth State of Marketing report, Salesforce says more than half of marketers have real-time data but need technical support to act on it.
What changes
The advantage comes from connecting events to decisions: prioritizing a lead, adapting an offer or triggering follow-up.
Why it matters
A CRM full of information can remain passive without clear rules, automation and assigned responsibilities.
Implications for businesses
A business can begin with five useful fields: lead source, stage, most recent interaction, product of interest and next action.
Un Rino’s take
Before buying more software, check whether current data changes what the team does. Information that never informs a decision is not yet operational intelligence.
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