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Updated Apr 18, 2024

7 Things Entrepreneurs Should Know About Sales and Marketing Today

Sales and marketing have changed significantly over the years. Here are the current trends you need to know about.

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Jamie Johnson, Senior Analyst & Expert on Business Operations
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The buying process is different from what it was 20 years ago. Buyers used to learn about companies and products through billboards and sales calls. Today, they’re tuning out ads and using Google to take the decision-making process into their own hands.

Most people take the time to learn about your company and competitors before they ever pick up the phone to talk to you. Successful entrepreneurs have adjusted their marketing and sales mindset to work with this shift instead of fighting it. If you’re still struggling to understand today’s digital marketing strategy shift, here are the fundamentals you need to know. 

Best sales and marketing tools to use today

Having the right tools is crucial if you want to improve your sales and marketing results. That’s why businesses of all sizes can benefit from customer relationship management (CRM) software.

CRM software makes it easier for sales teams to manage leads and track communications with prospects. It also helps sales and marketing teams collaborate and build effective digital marketing campaigns. Here are some of our picks for the best CRM systems: 

  • Salesforce: Salesforce is best for businesses that are looking for a customizable CRM system with plenty of features and third-party integrations. Salesforce can scale alongside your business, making it a good option for businesses of all sizes. You can also use the software to send marketing emails and coordinate telemarketing campaigns. Read our Salesforce review for more information.
  • monday: monday lets sales teams manage the customer journey from beginning to end. It comes with customized workflows, the ability to automate certain tasks, and a user-friendly interface. Marketing teams can also use the software to manage content marketing efforts. Find out more in our monday Sales CRM review.
  • Pipedrive: Pipedrive makes it easy to manage your pipeline and automate your sales process. Once you add a new prospect to the software, you can immediately schedule a follow-up email so you never have to worry about forgetting a lead. Pipedrive integrates with software you use daily, like Slack, Gmail and Asana. See our Pipedrive review for more details.
  • Oracle NetSuite: If you already use Oracle NetSuite’s accounting software, you may like the company’s CRM system. The software provides detailed information across the entire sales cycle; you can manage leads and look for ways to cross-sell existing customers. Learn more in our Oracle NetSuite review.

Mike Volpe contributed to this article.

author image
Jamie Johnson, Senior Analyst & Expert on Business Operations
Jamie Johnson has spent more than five years providing invaluable financial guidance to business owners, leading them through the financial intricacies of entrepreneurship. From offering investment lessons to recommending funding options, business loans and insurance, Johnson distills complex financial matters into easily understandable and actionable advice, empowering entrepreneurs to make informed decisions for their companies. As a business owner herself, she continually tests and refines her business strategies and services. Johnson's expertise is evident in her contributions to various finance publications, including Rocket Mortgage, InvestorPlace, Insurify and Credit Karma. Moreover, she has showcased her command of other B2B topics, ranging from sales and payroll to marketing and social media, with insights featured in esteemed outlets such as the U.S. Chamber of Commerce, CNN, USA Today, U.S. News & World Report and Business Insider.
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