Gartner's recent Hype Cycle for Revenue and Sales Technology highlights three key innovations poised to revolutionise sales over the next decade: Emotion AI, Digital Twin of a Customer (DToC), and Machine Sellers. These technologies promise to enhance how sales teams understand and engage with customers, ultimately driving revenue and strengthening relationships.
“The common theme of these three technologies is their ability to predict, interpret and serve buyers’ needs and behaviours and to streamline and automate sales fulfilment, releasing sellers to focus on developing high-value client relationships,” said Guy Wood, senior director analyst in the Gartner Sales practice. “To gain a competitive advantage, sales operations leaders need to be looking on the horizon for technologies not currently in the mainstream.”
Emotion AI is set to transform sales by analysing customer emotions through advanced AI techniques. While its use in contact centres has grown, its full potential in sales remains untapped. Sales leaders must address privacy and ethical concerns to maximise its benefits.
Digital Twin of a Customer creates a virtual representation of customers, allowing organizations to simulate and anticipate buying behaviours. This technology can enhance personalization and service, paving the way for improved customer experiences and loyalty.
Machine Sellers, emerging as automated agents, facilitate end-to-end sales transactions. By streamlining the purchasing process, they cater to consumer preferences for seamless transactions and recurring revenue models. However, their effectiveness will depend on the industry and business context.
As sales operations leaders look to the future, adopting these technologies will be crucial for maintaining a competitive edge. Awareness of their hype cycle stages and potential challenges will enable organizations to strategically implement these innovations for maximum impact.
