Originally published on SmarterCX

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When it comes to customer experience, we tend to hear and read a lot about the ever-changing needs of the customer, shifts in both B2B and B2C buying habits, and the rise of the digitally-native consumer.

Less talked-about but perhaps equally as important to creating a smarter customer experience are the humans and the technology on the other end of the interaction – including salespeople, sales enablement technology, and sales force Automation technology.

According to Gartner’s recently-released Magic Quadrant for Sales Force Automation, “The sales force automation market grew 15.7% to $6.2 billion in 2017, and embedded predictive analytics is now a common capability from the leading SFA vendors.”

Defining sales force automation as “systems that support the automation of sales activities, processes and administrative responsibilities for organizations’ sales professionals,” Gartner evaluates 15 vendors in the 2018 Magic Quadrant for Sales Force Automation.

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Gartner, Magic Quadrant for Sales Force Automation, Tad Travis, Ilona Hansen, Julian Poulter, Melissa Hilbert, 9 July 2018.

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