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Study: Sales teams lack customer insight

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Palo Alto, Calif.—Sales teams suffer from a deficiency of real-time customer insight, a shortcoming that hampers sales, according to a report by the Chief Marketing Officer Council. According to “The Customer Sales Intelligence Scorecard,” 79% of marketers responding said they are not satisfied with the current levels of closure and conversion of customer opportunities. Further, only 9% said their organizations have customer intelligence systems that deliver real-time, account-based news, social insights, customer developments and market shifts to sales. Just 37% of companies have systems that integrate and share customer information between sales and service, support, channel, in-store or field assets, according to the study. The CMO Council study was based on an online poll of 230 marketers conducted in the second and third quarters of this year.
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