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The customer relationship management (CRM) system was once considered to be an all-powerful marketing and sales tool for business-to-business (B2B) companies, but these systems aren’t always enough. Chris Rothstein, CEO of sales enablement technology Groove, spoke with eMarketer’s Maria Minsker about what’s missing from B2Bs’ marketing technology stack, despite the bustling landscape.
eMarketer: What does the marketing technology space look like with regard to B2B companies? Is there enough marketing technology out there designed with B2Bs in mind?
Chris Rothstein: There’s almost a little too much going on right now, and it’s becoming overwhelming for B2Bs. There are so many systems, and each one claims to help marketers and salespeople understand what customers to go after, how to best reach them and when certain deals might close. There’s a piece of technology designed for almost every part of the funnel.