Friday, August 27, 2021
Last Updated

If you’re planning for a career in sales and marketing, you may wonder where the industry is headed. What will be the key to success into the future?

More and more, the answer is pointing to data as a significant driver of growth in sales and marketing.

With so many business-to-business (B2B) and business-to-consumer (B2C) transactions now taking place online—a trend that has accelerated during the COVID-19 pandemic—businesses are able to collect a considerable amount of data that can help them better understand, and meet, their clients' needs.

Build a customer-centred approach

Today’s customers are savvy. There is a growing expectation that a business will have quick access to their customers’ history—previous transactions, complaints, specified preferences, etc. 

Thanks to new tools that help businesses learn more about their customers, it’s easier than ever to build a truly customer-centred approach. Sales professionals can build a relationship with customers, learning more about what they’re looking for and how a company can meet their needs. It’s not just about a single transaction—it’s about building a long-term sense of loyalty.

Man using a headset and laptop to speak with a customer

Implement a great CRM

The right Customer Relationship Management tool (CRM) can make a big difference to your ability to use the right data to build the most meaningful customer experience.

CRMs can help you streamline a customer’s experience. It’s a place to track the interactions you have with each customer and monitor overall sentiment toward your brand, allowing you to make smarter product and service decisions.

If you’re interested in pursuing a career in sales and marketing—even if you’re not interested in the tech side of CRMs—understanding the benefits of CRMs and how they tie in with campaigns, analytics and tracking will set you apart.

Fanshawe’s new Customer Relationship Marketing and Sales Management graduate certificate program will level up your sales and marketing skills with the knowledge and ability to understand CRM as a business strategy. Visit the program page for more information.