Sales teams are constantly seeking new data, but extracting meaningful insights can be a challenge. To solve this, businesses need to filter out the noise by embracing new technology. According to Jason Zintak, CEO of 6sense, inefficient use of new technology, data, and information is one of the biggest challenges in B2B go-to-market (GTM) strategies, which can lead to missed opportunities, wasted resources, and poor decision-making. Sales and marketing alignment is crucial for improving business performance and growing revenue, and data lies at the core of this initiative. Integrating technology and data eliminates sales and marketing silos and facilitates better communication, allowing teams to work towards the same goals. Technology can also help businesses measure their actions’ efficacy and share insights. The shift to responsible marketing means companies are becoming more targeted and catering to people who are ready to buy. To implement technology solutions successfully, businesses must apply consistent and accurate insights across the buyer journey and their tech stack. The key to reinvention is finding new areas to apply AI and enhance productivity and job satisfaction.