Observed Signal · Jan 11, 2023 · Trend Analysis · Source: CMSWire · Impact: 2/5 · Sentiment: Positive
3 Sales Tech Themes Impacting Marketing in 2023
An analysis piece from CMSWire outlines three sales technology themes expected to shape marketing in 2023. The first theme is the integration of sales tech and martech stacks to create leaner, better-connected revenue systems rather than simply adding tools. The second is the rise of conversational intelligence, AI-powered tools that analyze buyer-seller interactions and feed insights into CRM and revenue operations workflows. The third theme suggests smarter sales tech will lead to smaller, more agile sales teams. The article cites research commissioned by Outreach indicating 58% of B2B leaders expect same or fewer sales staff to achieve revenue goals, while 76% plan to increase sales tech investment. Experts from Forrester, Outreach, and Stryfes discuss improved funnel speed, consolidation of point solutions, and new roles like sales tech officers. For marketers, the takeaway emphasizes greater sales-marketing alignment, interstack connectivity, and using AI-driven insights to support nonlinear buyer journeys.
Provides strategic expert analysis on sales tech and martech convergence, AI-driven conversational intelligence, and revenue team evolution, but is not a breaking or industry-shifting event.
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Key Takeaways & Evidence Grounding
- Article published by CMSWire on Jan. 11, 2023, identifies three sales tech themes affecting marketing.
- Forrester analyst Seth Marrs recommends integrating sales engagement and revenue ops tools with content enablement platforms to deliver content recommendations at relevant buyer journey points.
- Outreach-commissioned research found 58% of 550 B2B leaders expect the same or fewer sales personnel to meet revenue goals.
- 76% of B2B leaders said they are increasing or planning to increase sales technology investments, and 68% are redeploying headcount savings into sales tech.
- Mary Shea of Outreach predicts account executives will need to prospect, while SDRs become less necessary.
Connected Companies & Entities
2 Entities mapped“Seth Marrs, a principal analyst at Forrester, suggests that integrating seller execution tools like sales engagement or revenue ops and inte...”
“Mary Shea, vice president and global innovation evangelist at sales execution platform Outreach explains that these new buyers prefer to int...”
Ontology Mapping & Concepts
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