Role of Humans

Whether you have been employed as a marketer, seller, or customer success representative you know your role has been critical for your organization. Still, if someone would read the latest trends they might think things are shifting in another direction.

How technology and digital adoption are changing the role of our profession towards a less capital-intensive model?

More and more tasks are currently being automated and AI is quite proficient in providing recommendations to “humans” for what concerns marketing campaigns or self-service buying processes or even customer support (i.e. chatbots).

Suppose we also consider how the different generations have specific preferences when engaging with their current or potential suppliers. In that case, we can't avoid thinking about how our job will be impacted by the change.

While technological advancement and change are inevitable, what can be done to avoid lagging behind is to develop those skills necessary for the market.

Nowadays we've got plenty of software providers focusing on the role of data. The perspective is that data feed marketing, sales, and customer success to provide a higher degree of personalization and experience. Consequently, the value offered to the clients is higher, and the margin companies can defend this way.

How can we make sure we are doing a value-added job while the automation revolution is still ongoing?

We need to leverage that knowledge and technology expertise to provide actionable insight and be the thought experts and advisors for your internal or external clients.

Gartner stated in a recent study that even in the enterprise space self-service behavior from buyers is becoming reality.

While this can sound alarming for many, we must remember that companies are made of people and humans build trust with other humans eventually. Our clients should see us as facilitators for strategic insights about the portfolio of solutions we market, our complex organizations, or the buying process.