DToC
The DToC is appearing on the Gartner Hype Cycle as an Innovation Trigger on the Gartner Hype Cycle, the phase where a breakthrough, public demonstration, product launch or other event generates significant media and industry interest.
DToC is a dynamic virtual mirror representation of a customer that can be used to simulate and to emulate and anticipate behavior. They increase efficiency and provide a personalized, empathetic service to customers, many of whose buying habits have changed during periods of disruption and change.
Gartner predicts that 20% of B2B sales organizations will employ digital twins of customers to improve revenue outcomes and improve customer experience by 2027.
Process Mining
Process mining is farther along at the Innovation Trigger phase. Process mining is designed to discover, monitor and improve real processes (i.e., not assumed processes) by extracting knowledge from event logs readily available in today’s information systems.
It provides visibility, analysis and understanding about business operations by providing near-real-time information to all end users about how they are currently performing, whether their processes are compliant, and what could be improved.
“In showing which process improvements are necessary to meet and exceed customer expectations, process mining helps organizations in addressing how they can actively impact CX and customer retention through internal operational improvements,” said Hilbert.
Self-Integrating Applications
Self-integrating applications will use a combination of automated service discovery, metadata extraction and mapping, automated process definition, and automated dependency mapping to enable applications and services to integrate themselves into an existing application portfolio with minimal human interaction.
Requiring only minimal human intervention, self-integrating applications remove the need to manually integrate new apps into sales tech stacks by enabling applications to integrate themselves into an existing application portfolio via tools such as machine learning.
AR and VR for Sales
AR adds value to the selling environment by providing real-time information in the form of text, graphics, audio and other virtual enhancements integrated with real-world objects. VR provides a computer-generated 3D environment that surrounds the user and responds to a buyer’s actions in a natural way. Both can offset and complement the on-site selling and physical product demonstrations that sellers perform.
“Early adopters of AR and VR will complement on-site selling and physical product demonstrations currently performed,” said Hilbert. “Take digital sales rooms as one example: By 2025, Gartner predicts that 50% of all enterprise B2B sales technology implementations will include digital sales rooms, so it is imperative for sales leaders to prepare now.”
Gartner clients can read more in Hype Cycle for Revenue and Sales Technology, 2023. Additional information is available in the complimentary webinar, Make Better Revenue Technology Decisions and the Gartner ebook Sales Digital Transformation Acceleration Guide.
About Gartner for Sales Leaders
Gartner for Sales Leaders provides heads of sales and their teams with the insights, advice and tools they need to address mission-critical priorities amid mounting pressures to drive growth through new and existing customers. With extensive qualitative and quantitative research, Gartner for Sales Leaders helps sales teams combat commoditization and price-based purchasing, develop critical manager and seller skills, elevate the value of sales interactions, unlock existing growth potential, and optimize sales force enablement. Follow news and update from the Gartner Sales practice on X and LinkedIn using #GartnerSales. Members of the media can find additional information and insights in the Gartner Sales Newsroom.