Gartner Research

B2B Sales Leaders Need to Pay Attention to Social for CRM Now or Drown Later

Published: 30 January 2013

ID: G00239560

Analyst(s): Jenny Sussin , Patrick Stakenas

Summary

The full impact of social for CRM, specifically social for sales, on the direct B2B sales process has yet to be recognized. However, there is solid potential for social media to significantly impact prospecting, lead generation, and customer engagement strategies for direct sales.

Table Of Contents
  • Impacts

Analysis

Impacts and Recommendations

  • Social for sales will drive collaboration both internally and externally, and it will influence the B2B sales prospecting and lead generation process
  • Sales leaders will embrace social for CRM and social for sales as marketing integrates data in real time, providing meaningful and actionable information on decision makers and opportunities
  • Industry-leading social-for-CRM vendors will focus on building tools that support the full spectrum of prospecting, lead generation and client engagement strategies

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