This year, Gartner drew more that 9,000 IT leaders to Orlando for the annual US Symposium event. I look forward to attending the US Symposium every year because I always have fascinating talks with a wide range of IT leaders.
Each year, a clear trend emerges from those talks. Two years ago, a number of CIO’s asked which CRM vendors fit best with their strategic technology stack. Last year, attendees asked for help with their CRM roadmaps. And this year, the digital optimization was the clear top topic.
Digital optimization is the process of using digital technology to improve existing operating processes and/or business models. It is a sibling of digital transformation, which is the process of employing new digital technologies and practices to create a new sustainable digital business model. But digital optimization is necessarily different because it focuses only on internal process change.
Digital optimization for sales is a timely topic. There is an interesting intersection emerging between new forms of digital sales technology, AI, and buyers’ desires to rapidly improve sales execution. For more on this topic, see these previous posts here and here and here.
And this year was a particularly notable treat because my colleagues in the CRM Sales research practice, Melissa Hilbert and Adnan Zijadic, also met with application leaders all week. Melissa fielded several discussions about sales enablement technology, particularly sales training & coaching solutions, to improve sale performance. Techniques and strategies for building and maintaining a 360-degree view of customer data, interactions, and transactions was Adnan’s top topic during the event. If you are interested in either of those topics, then I recommend talking with Adnan or Melissa at the next Gartner event you attend.