JOURNAL ARTICLE

A Better Way to Link Sales and Marketing.

  • Published In: Harvard Business Review, 2024, v. 102, n. 6. P. 116 1 of 3

  • Database: Business Source Ultimate 2 of 3

  • Authored By: Sinha, Prabhakant; Shastri, Arun; Lorimer, Sally 3 of 3

Abstract

The article focuses on the concept of a digital customer hub (DCH), a platform that integrates siloed customer data from various systems and applies analytics and artificial intelligence (AI) to generate actionable insights for customer-facing teams. By consolidating data across sales, marketing, service, and support, a DCH enables companies to provide personalized, seamless customer experiences, improve productivity, and enhance decision-making. The article discusses different organizational structures for DCHs—sales-centered, marketing-centered, or balanced—and highlights examples from companies like Schneider Electric and Intuit. It also addresses the challenges and strategic choices involved in building a DCH, including incremental versus ground-up implementation approaches, costs, and leadership roles.

Additional Information

  • Source:Harvard Business Review. 2024/11, Vol. 102, Issue 6, p116
  • Document Type:Article
  • Subject Area:Marketing
  • Publication Date:2024
  • ISSN:0017-8012
  • Accession Number:180257760
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