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Five Must-Know Sales and Marketing Predictions for 2016

Pete Gracey

Each year brings new possibilities, and with that, a new set of resolutions

In 2015, we saw major growth in the sales industry, with a particularly relentless onslaught of new and excellent sales-development-focused technologies. With this in mind, 2016 will be more important than ever for the sales and marketing industries. Here are five top predictions of what’s to come in the year ahead: 

1. Influx of marketing automation, technology and leadership firms will develop unprecedented sales technology. This is the year that personalization will become an accepted and widespread practice. Personalization will be a key differentiator for both sales and marketing teams. For sales development reps, this means leveraging data to better target and qualify the best possible leads through the synthesis of technology and personal conversations. With actionable data, marketers can develop hyper-personalized customer personas, leading to better quality engagements—better for both SDRs and customers. 

2. The use of automated e-mail for sales prospecting will get punched in the face. Open rates for prospecting specific e-mails will plummet. Message overload is a real thing, and it’s wreaking havoc in the sales industry. Impersonalized, stale messages directed at prospects and customers aren’t effective in generating actionable outcomes—in fact, they’re getting rerouted to the “delete” mailbox. E-mails aren’t personal, and in the age of personalization, customers and prospects want to be engaged on a personal level. Marketers need to be more creative in the ways in which they connect with their target audiences. This year will be the year that marketers develop creative audience engagement strategies unlike anything we’ve ever seen before.

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Pete Gracey is CEO and co-founder of sales enablement technology company QuotaFactory, based in Marlborough, Mass. He is responsible for the company’s growth, success, and helping its clients meet and exceed quota.