Strategies for Scaling Sales Personalization in 2023

Strategies for Scaling Sales Personalization in 2023

As companies rush to scale sales personalization, they must understand the importance, strategies, and the ethical conundrum it poses in the process.

Sales personalization has gained a lot of traction during the pandemic. Businesses that understood the term had an easier time surviving and even thrived. A study by McKinsey during the pandemic revealed that 71% of consumers expected personalization, while 76% of consumers got frustrated when they did not receive it.

So, what exactly is sales personalization?

In technical terms, sales personalization aims at providing a personal experience tailored to the user. Imagine walking into a clothing store, where you get greeted with t-shirts of the same color and design. You won’t be ready to even give a chance to the store. A similar experience unfolds when you treat your consumers with a generic sales communication. It is neither special nor personal. Instead, a consumer might find it too commercial for their taste. Sales personalization targets the emotional aspects of the consumer journey and customizes the sales strategy accordingly.

Sales Personalization in 2023

In the 1980s, a professor, Leonard Berry, first coined the word ‘relationship marketing’ now known as sales personalization. From the 1980s right up to 2020, companies used various strategies to leverage sales personalization. These strategies included using sales calls, email marketing, targeted ads, and more. You could have easily used sales personalization to effectively predict your consumers’ journey and gently nudge them towards your products. However, sales personalization underwent a massive change during and after the pandemic. As more consumers opened up to try new products, their loyalties towards brands began to diminish. 

Such a shift in consumer behavior was due to the arrival of the Gen Z consumer segment. Gen Z consumers are open to try new products and crave a personalized experience from the companies. The sales personalization strategies to target Gen Z are inherently different and pose a challenge to companies in retaining their consumers. In 2023, as AI swept through every industry, it forced companies to rethink their strategies for sales personalization and adapt to the changing world. 

Why is sales personalization so vital for companies?

Some firms and businesses have flourished for years. The sole reason is relevancy. Companies adapted to the needs and wants of the times, where sales personalization played a major part in it. So, why is sales personalization so important?

  • Customers feel special when recommendations and emails seem personally addressed to them. Another study by McKinsey shows that 76% of consumers tend to purchase from brands that personalize their sales.
  • Brand loyalty is a thing of the past. If you can offer a product with better value and personalized sales communication, consumers of competing brands will switch to your product in a heartbeat.
  • You can use sales personalization to make your brand stand out. While brand loyalty is in a downward spiral, brand recognition has been at an all-time high. Consumers are more likely to recall your brand and recommend it to their friends and family based on how good your sales personalization techniques are.

Sales personalization strategies in 2023

Sales personalization strategies have always been volatile as times change. You can incorporate certain strategies to help you scale sales personalization.

  • Utilize CDM to manage consumer data

Consumer Data is a key metric through which companies design, develop, and launch their products. You can use the same data to target your sales to your consumers. Companies use consumer data management to gather, maintain, and revise consumer data. CDM aims at gathering consumer data and turning it into usable consumer profiles. To simplify the process of managing scores of consumer data, you need the help of a consumer data platform.

The digital expansion in 2023 has made consumers vary in data privacy. As consumer data is the first step towards sales personalization, you must educate consumers and assure them of strictly following data privacy protocols. 

  • Analyze consumer behavior with CRM

While CDM is used to manage consumer data, companies depend heavily on CRM tools to analyze consumer data. CRM can analyze consumer profiles to provide actionable, personalized sales communication targeting consumer experiences. Fortune Business Insights has forecasted the CRM market size to grow by a CAGR of 12% by 2030. CRM system can anticipate consumer behavior to help your sales team identify touchpoints of your consumer’s journey. The sales team can easily craft a personalized recommendation or pop-up ad to target consumers based on their purchasing journey.

  • Provide real-time product recommendation

The influx of shopping apps has greatly simplified consumer journeys and provided them with complete control of their journey. Companies face a complex situation providing personalized experiences to consumers who have multiple touchpoints in their journey. You can utilize aspects of the consumer journey by offering real-time product recommendations based on metrics like search intent, and previous purchases.

McKinsey conducted a survey involving 60 shoppers. They found that a brand interaction commonly desired by consumers was relevant recommendations based on their buying intent. Consumers in 2023 have a limited attention span, leading to more focused buying decisions. Without relevant and real-time product recommendations, there is a high chance that your sales strategy might fail.

  • Focus on Digital Sales Personalization

Smartphones, apps, and digital payment methods are as common as horses were in the past, maybe more. Nearly every consumer and business has a digital footprint in some form. Your consumers might even prefer digital sales communication to dealing with a sales representative in person.

Gartner’s research shows that 33% of all buyers hope for a seller-free sales experience. You can scale your sales personalization by leveraging your consumers’ desire for a more digital sales experience. Provide your consumers with a user-friendly buying experience, shopping cart reminders, email and text communication, a free trial of the product, AR visuals for product verification, and more. Your consumers will feel more comfortable with an increase in digital sales experience.

  • Let AI lead

As companies have automated most of their processes through AI, your sales team can also utilize AI for personalized sales communication. 2023 has seen consumers with zero patience. They expect a quicker, seamless, and personalized sales experience. You can use AI to automate experiences that might take time if done manually. 

Suppose a consumer on your app has a doubt, you can use an AI chatbot for immediate redressal, leading to a better experience for the consumer. You can use AI, in almost every stage of the consumer journey. The scalability of your sales personalization becomes boundless with the help of AI. It can provide recommendations, lead your consumers to the correct page or product, and send out personalized sales communication without any constraints of human error. While you shouldn’t hand over the wheel to AI, you certainly can let it take the lead.

  • Learn where to draw the line with sales personalization 

Providing personalized sales communication comes at a cost. While consumers want a more personalized sales experience, they are reluctant to share more than the necessary data. Companies must be open with the data they aim to collect and its use. They need to know where to draw a line when collecting user data. Many consumers feel creeped out when they find product recommendations even before searching for them. Sales personalization in such cases can instead have a negative effect on the consumers.  You can focus more on consumer satisfaction during their journey and utilize upstream and downstream engagement metrics to gather data. Your engagement with your consumers will significantly improve without asking for too much personal data. 


Technological advancement has made it easier for companies to provide a personalized sales experience. You must realize that you can effortlessly increase revenue generation and better consumer retention through sales personalization. It is necessary for companies to understand the nuances of the consumer journey. Consumers expect sales communication that they feel is curated for them. Companies can target their consumers with personalized communication at specific touchpoints along the consumer journey. Scaling sales personalization can be easily accomplished by keeping consumer behavior in mind, utilizing the resources at hand, and being adaptable to market changes. 

7 Incredible Ways To Accelerate Your Sales Strategies Through SalesTech

7 Incredible Ways To Accelerate Your Sales Strategies Through SalesTech

7 Incredible Ways To Accelerate Your Sales Strategies Through SalesTech

Discover how SalesTech can supercharge your sales strategies with automation, AI, predictive analytics, and more in today’s digital age.

In the rapidly shifting realm of sales strategies, mere selling is no longer the key to business growth and success. A modern-day sales strategy is a complex blend of creativity, data-driven insights, customer-centricity, and, most importantly, a high level of technical savvy. Today, the emerging field of Sales Technology, commonly referred to as SalesTech, is driving a revolutionary shift in sales tactics and strategies. As per LinkedIn, over half of the sellers, 54% to be exact, view sales technology as a valuable asset in building better relationships with their buyers. With an increasing number of businesses recognizing its potential, SalesTech is shaping the future of sales.

What is SalesTech?

SalesTech is an emergent field referring to a wide variety of software, tools, and systems specifically designed to enhance, streamline, and automate sales processes. This technology’s main aim is to increase efficiency, optimize sales strategies, and ultimately drive sales growth. From automating routine tasks to providing invaluable insights through predictive analysis, SalesTech plays an increasingly pivotal role in the modern sales landscape.

7 Innovative Approaches to Supercharge Your Sales Strategies with SalesTech

1. Embracing Automation to Redefine the Sales Process

Today’s corporate climate is extremely competitive, which makes efficiency enhancements even more vital. More and more members of sales teams recognize time as a resource of paramount importance. This is where automation software for sales comes in. With SalesTech, firms can automate follow-ups, email distribution, and report creation. Because of this, salespeople are free to devote more time and energy to developing relationships with customers and crafting proposals that are more likely to result in a purchase. According to Salesforce, a staggering 97% of sales executives and sales operations professionals believe that AI affords sales representatives more time for selling. It’s not about replacing the human touch, instead, it’s about using technology to support and augment it.

2. Harnessing the Power of AI for Data-Driven Sales

Artificial intelligence (AI) is becoming more than a passing trend; it’s a core component of successful business practices everywhere. Our perspective on data has been completely transformed by AI-powered sales tools, which sift through massive data sets to reveal patterns and insights that would otherwise go overlooked. These resources can advise on the most effective ways to close a sale with a given client or set of circumstances. Using AI in sales is like having an advantage over the competition because you already know your customer’s preferences and buying habits.

3. Unlocking Customer Insights with CRM Systems

In the field of SalesTech, customer relationship management solutions are revolutionary. They provide a 360-degree perspective of the customer journey by allowing businesses to monitor consumer interactions across all channels. With this in-depth understanding, sales teams may better cater to their client’s wants, needs, and buying habits. Businesses can improve their chances of making sales by focusing on customers.

4. Forecasting Success with Predictive Analytics

Businesses may see into the future of their sales numbers with the help of predictive analytics. This powerful tool may look at historical and current data to make predictions about customer behavior and sales patterns. With this information, firms can better target high-value clients, anticipate their needs, and develop effective sales strategies. With the use of predictive analytics, organizations can anticipate customer needs rather than simply respond to them, giving them an edge in the competitive world of sales.

5. Enhancing Communication with Sales Enablement Tools

Effective sales tactics can only be achieved with the help of sales enablement tools. These mediums facilitate effortless, real-time interaction between sales personnel and prospective customers. They provide assistance with content administration, insights in real-time, and instruction in efficient sales techniques. These solutions can greatly increase revenue by facilitating consistent messaging and timely distribution of relevant content.

6. Visualizing Success with Data Visualization Tools

Despite its utility, data can be difficult to process and understand. Tools for visualizing data can be advantageous in this situation. These technologies help firms better grasp and communicate insights by transforming complex data into visually appealing and easy-to-understand formats. Data visualization is an effective tool for enabling quicker and better-informed decision-making, whether the goal is to track sales success or to uncover previously undiscovered trends.

7. Optimizing Pricing Strategies with Price Optimization Tools

Finding the appropriate pricing is crucial to a product’s commercial success, but it can be complex to achieve. Tools designed for price optimization can streamline this procedure by analyzing factors like market demand, rival pricing, and customer behavior to provide optimal pricing structures. Adopting such tech-driven pricing methods allows companies to increase earnings and sustain a competitive edge.

The Future of SalesTech

The future of SalesTech is bright, and it promises to grow at an exponential rate in the coming years. Insights into customer behavior and sales patterns will be further refined as AI, machine learning, and data analytics advance.

The growth of SalesTech is indicative of how much the use of technology has altered conventional approaches to closing deals. Artificial intelligence (AI), robotic process automation (RPA), and predictive analytics are just some of the tools that provide organizations an edge and fuel revenue expansion in today’s increasingly digital economy. In today’s digital age, success requires being abreast of cutting-edge innovations and sales-boosting tactics.

Intelligent automation of routine operations is on the horizon, which bodes well for productivity. The accuracy and robustness of predictive analytics will continue to improve, leading to more accurate predictions.

Furthermore, there will be less friction when integrating various SalesTech products, leading to consolidated platforms that provide all-encompassing sales solutions. SalesTech tools will become increasingly important as they allow for more customized and interesting interactions with customers.

The Art of Crafting a Robust Sales Plan with SalesTech

Designing a robust sales plan that effectively employs SalesTech is no small feat. It requires strategic planning, a deep understanding of customer behavior, and the ability to harness the power of technology to meet sales goals. Here, we break down the journey into manageable steps to navigate this process and set your business on the path to success.

Step 1: Know Your Customer

Every successful sales plan starts with an in-depth understanding of the customer base. Use SalesTech tools to decode customer data, uncovering their needs, preferences, and behaviors.

Step 2: Set Clear Sales Goals

Define specific, measurable, achievable, relevant, and time-bound (SMART) sales goals. SalesTech can provide insights to make realistic and informed objectives.

Step 3: Select Suitable SalesTech Tools

With various SalesTech tools available, select the ones that align best with your goals and customer needs. Consider tools for customer relationship management, predictive analytics, and process automation.

Step 4: Train Your Team and Monitor Performance

Invest in training to ensure your team can maximize the use of the chosen tools. Continually monitor performance using SalesTech, and adjust your strategy based on real-time insights to remain agile.

Creating a SalesTech-empowered sales plan is an ongoing process that requires understanding customers, setting clear goals, selecting the right tools, and regularly evaluating performance. These steps will guide you toward a more efficient and effective sales strategy.


In conclusion, SalesTech is not just a trend but a fundamental shift in how sales are conducted. It is a transformative force, equipping sales teams with powerful tools and techniques to excel in the new age of sales. As we continue to uncover its potential, one thing is definite: The SalesTech revolution is here, and it is redefining the world of B2B sales as we know it. The sooner we recognize and adapt to this, the better equipped we’ll be to succeed in this exciting new era of sales.