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1、Plotting a course through turbulent timesGo-to-market teams adapt to the reality of doing business in the unknown9TH ANNUAL B2B SALES&MARKETING DATA REPORTContentsIntroduction 3 In the new unknown,businesses make 3 data-driven,customer-centric movesConfidence in sales and marketing performance 4 is

2、high,but challenges remain COVID-19:Enough already 5 The current challenge:Supply chain 6 Up next:Economic uncertainty 7Business adjusts to stay in sync with customers 8 Account-based strategies evolve 9 Data is the common denominator 10 Teams must be aligned around a shared view of data 12 Driving

3、growth in turbulent times 15Keeping the“data”in data-driven marketing 18 The future of data 18 The price of poor data quality 21Conclusion 23 Aligned around data,teams can confidently look ahead 23About our survey 24 Overview of methodology 24 The Respondents 24321INTRODUCTIONIn the new unknown,busi

4、nesses make data-driven,customer-centric moves.First,it was the COVID-19 pandemic.Now,its supply chain challenges,and next,its looking like inflation and a recession will take center stage.Todays new reality the new unknown brings to mind the great comedian Gilda Radners famous quip,“Its always some

5、thing.”Todays sales and marketing teams have had to evolve methods and become more digitally savvy to succeed during turbulent times.Account-based strategies can help here,as well as personalized,relevant,omnichannel customer experiences.Equally important is a strong data strategy and alignment that

6、 unifies teams around one single source of truth.Still,its more than just the tactics sales and marketing teams are using that stood out in this years survey of 600 B2B sales,marketing,and data leaders in the U.S.,Canada,and the U.K.While economic and global factors are throwing us for a loop,some t