B2B buyers are increasingly empowered to choose when and how to engage with sales. As buyer demands for personalized and relevant information increase, organizations have an opportunity to gain a competitive edge by investing in data-driven technologies to inform and empower sellers. Sales force automation (SFA) is not just the cornerstone technology for sales organizations; it’s rapidly evolving into an essential seller empowerment tool. While SFA has historically encompassed administrative management tools for monitoring and forecasting sales opportunities, today’s solutions better utilize artificial intelligence (AI) to improve seller responsiveness, drive deeper and more meaningful customer engagement, and deliver highly personalized experiences for today’s buyers.

Forrester conducted an online survey with 274 respondents who are responsible for decisions regarding their organizations’ sales technologies to explore this topic. We found that AI and predictive tools are on the rise to unlock data across customer applications so that sellers may better predict and deliver what buyers want.