Manage uncertainty: Using data to chart your course

Happy Wednesday!

Today we have Peter Maier, Co-President at SAP Industries, discussing why companies must connect X-data (experience data, such as belief, emotion, and sentiment) and O-data (operational data, such as the hard stats pushed out by HR, sales, and finance teams) to close the customer experience gap, especially at a time of crisis.

“By combining O-data with your X-data, you can ferret out what types of products and service interactions created promoters and detractors. Then you can use this data to calculate the NPS for large portions of your customer base,” says Peter.

Also, in her second True Confession, 6sense CMO Latane Conant shares the metrics you should be monitoring to help marketing and sales speak the same language and how AI helps you do it better.

She writes: Predictive analytics related to buying stage offer full funnel insights to inform and coordinate marketing and sales activities. Track activity in dynamic segments, where accounts automatically progress and regress through the buying journey based on behavioral intent.