SMARTe

The world of B2B Sales and Marketing is on the cusp of a new horizon, having weathered many challenges since decades, and is still grappling with ‘data’ issues. Most of the companies spend millions of dollars to buy ‘so called quality lists’ from various providers who claim to provide clean and updated database. Add to this, millions of dollars are spent in running marketing campaigns based on the purchased list data which ultimately witnesses very low conversion rate. Few of the B2B data providers have emerged since last decade who promise to deliver high quality data based on new marketing technology stack and claim to harness data science to provide the elixir. But alas, this promise has remained only on paper and at best these fall in the category of ‘point fixes’ eluding enterprise growth. What is still surprising is: hundreds of millions of dollars are still budgeted to keep this old paradigm afloat, as enterprises are in dire need of ‘data’ and ‘insights’.