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FINANCE | SALES & MARKETING | CUSTOMER EXPERIENCE | HR SOLUTIONS SALES & MARKETING

ew research from HubSpot ’ s Behind the scenes : A Marketing , Sale and Customer Success pulse check survey indicates a disconnection between business decision-makers and those tasked with delivering customer success in a revitalised post-pandemic UK market .

More than half of the managers surveyed from marketing ( 53 %), sales ( 55 %) and customer experience ( 57 %) professions report being sidelined during strategic discussions , yet are still expected to execute plans .

Conversely , in the study encompassing 900 cross-industry managers , almost three-quarters of these professionals have a solid understanding of their organisations ’ goals across marketing ( 78 %), sales ( 76 %) and customer experience ( 68 %) and over 70 % of these professionals strongly believe their teams are pivotal to reaching the desired goals .

Artificial Intelligence : a doubleedged sword

In the current business landscape , Artificial Intelligence ( AI ) tools have been widely adopted ; over three-quarters of managers across marketing ( 80 %), sales

( 79 %) and customer experience ( 82 %) have used AI in their roles in the past year . The majority of managers ( 88 % in marketing , 87 % in sales , 92 % in customer experience ) endorse its effectiveness , and its usage is projected to increase . Sales professionals anticipate the largest growth , with an almost 10 % surge .

However , despite the enthusiasm for AI , there are significant reservations . While 59 % of marketing managers feel the push from leadership for AI-enabled efficiency , half ( 50 %) of them worry about AI potentially making parts of their roles obsolete . Similarly in sales , where , despite 85 % planning to incorporate AI tools in the coming year , nearly half ( 49 %) feel under-equipped . In customer experience , while 92 % appreciate AI ’ s efficiency , concerns around accuracy ( 56 %) and potential redundancy ( 53 %) persist .

Skills and training

More than half of managers in marketing ( 54 %), sales ( 53 %) and customer experience ( 61 %) are seriously considering changing roles in pursuit of superior technology tools and training . In fact , the allure of enhanced learning and career growth opportunities , coupled with a healthier work / life balance , is tempting over 60 % of managers – 60 % in marketing and sales and 64 % in customer experience – to explore alternative options .

LET ’ S PULL

THESE PROFESSIONALS INTO THE BOARDROOM , EQUIP THEM WITH THE SKILLS AND TOOLS THEY NEED AND LISTEN TO WHAT THEY HAVE TO SAY .

customer experience ( 52 %) managers reported stagnant budgets , while a substantial number have endured budget cuts ( 25 %, 27 % and 32 % respectively ). The financial crunch has instigated strategic recalibrations : sales managers are exploring cost-effective strategies like social selling ( 39 %), customer experience managers are cutting down on staffing and training costs ( 41 %) and marketing managers are amplifying focus on customer acquisition and creativity ( 40 %).

Flavia Colombo , Country Manager , UK and Ireland at HubSpot said : “ There ’ s a dichotomy at the very heart of our operations – our managers , who we entrust to implement important strategies in this age of Artificial Intelligence where the customer journey is more important than ever , feel alarmingly sidelined in critical decision-making .

Budget crunch and performance focus shift

Budgetary limitations are a pressing issue across departments . Around half of all marketing ( 49 %), sales ( 52 %) and

“ The antidote to this discontent is surprisingly simple – inclusivity . Let ’ s pull these professionals into the boardroom , equip them with the skills and tools they need and listen to what they have to say .” �