Marketing and sales for industrial companies are among the functions that are benefitting most from the use of digital and analytics. The M&S transformation is accelerated by the increase in online sales (further enforced through COVID-19), a chase for customer-centricity as well as the improved accessibility of data in the industry over the last years that unlocks additional performance improvements.
Key topics emerging are digital marketing, dynamic pricing, lead management, offer personalization, inventory management, and predictive sales analytics, among others.