The article discusses the rising influence of AI-driven workflows in sales and RevOps, leading to a focus on high-volume outreach at the expense of long-term brand building. While automation can improve efficiencies, it overlooks the critical role of marketing in shaping customer journeys and trust. This oversight risks long-term brand equity as decision-makers express frustration with poorly targeted outreach that damages vendor perceptions. Insights from Markus Ståhlberg emphasize the need for strategic marketing involvement to enhance customer relationships and sustain growth amidst changing market dynamics.
71% of decision-makers say that poorly targeted sales outreach can damage their perception of a brand. 42% say they are less likely to consider a vendor after receiving irrelevant or overly aggressive outreach.
In enterprise sales, where target markets are narrower and buyers are more senior, generic automated outreach that assumes intent can backfire. It signals a lack of understanding, frustrates prospects and creates lasting friction.
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