Summary
B2B buyers engage across an increasingly complex set of interactions, making understanding the complete buying cycle critical to enabling sales and marketing teams to drive conversions and customer retention. Many of these teams are blinded by siloed data and a lack of alignment on how to structure and use interaction data effectively. In this report, we outline how B2B revenue operations teams should address these challenges and prioritize building a connected data infrastructure to consolidate interaction data for a clearer grasp of the buying process.
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