Your customer records should function as your “single source of truth.” You should be able to reliably go to any customer record, open it, and find out everything that you could reasonably want to know about them. All of their data. Associations to companies. Every engagement that your marketing and sales reps have had with them throughout their time in your system.
A single customer view helps your marketing teams to evaluate telephoner au danemark the effectiveness of your marketing campaigns broadly, with certainty that their reporting is accurate.
It gives your sales team confidence that when they engage with prospects, that they are working with the full context of your brand’s engagements with them. They use that context to fuel their sales conversations and approach.
Later, after they become customers, support and success teams draw upon that same information to deliver an exceptional experience to each customer. A lack of data access is a lack of information that they may need to better serve the customer.
What this means is that unassociated contacts and companies impact customers throughout the entire customer lifecycle.
In account-based marketing and sales, the existence of any unassociated contacts breaks the single customer view for the whole account. It can mean an important stakeholder being overlooked, critical interactions being missed, and ultimately, your sales team taking the wrong approach to win the account.
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