ViewPoint | The Truth About Lead Generation

Highlights from Day Three—SiriusDecisions Summit (Scottsdale, AZ)

  

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The crowd thinned out a bit on day three, partially due to travel schedules and partially because there was, apparently, a lot of celebration going on after the fiesta following day two.

Here are the final day's bullets and an observation:

• Inside sales or telesales to increase dramatically between now and 2015.
• Capable inside sales support will increase in value due to availability of the resource and timeliness of follow-up.
• Remote, closer to the client, "Demand Centers" will replace centralized marketing functions.
• Knowledge Management and Business Intelligence platforms will explode (as with marketing automation) to empower sales with information.
• While content will still be king (in marketing communications), clean, segmented data will be "co-king" (for database marketing).

One of the presenters has been working with SiriusDecisions for over two years and states that fixing what is broken is a journey, not a destination. And, as quickly as you master one technology it will be replaced with a new, better one. In the words of Isaac Asimov:

"The only constant is change, continuing change, inevitable change, that is the dominant factor in society today. No sensible decision can be made any longer without taking into account not only the world as it is, but the world as it will be."

My take on the SiriusDecisions Summit? Without wanting to sound too dramatic, it was perhaps the most important, valuable, game changing event I have ever attended. I would recommend it to anyone.