How are AI and data-driven campaigns changing sales and marketing?

Think of sales and marketing campaigns in a traditional sense and you may well dream up the heady days of billboard advertising or the golden age of television advertising. In short, these days are gone. In a modern sales and marketing environment, rather than the art of advertising, there is now a science to marketing and as a result, sales. This change in the way sales and marketing teams are operating has also given rise to a more considered, results-driven approach. Rather than approaching a marketing campaign or sales drive with a vague goal in mind, these days you are more likely to kick off a campaign with figures in mind both in terms of previous proof and predictable results. This trend is by no means new, but the advent of a more resilient and functional level of artificial intelligence (AI) has meant data is now more useful than ever before.