Region Focus: Worldwide

It’s Time for a New Marketing and Sales Model

Laurie Buczek

Laurie Buczek

Research Vice President, CMO Advisory Practice

Jason Cunliffe

Jason Cunliffe

Group Vice President, Content Marketing Services

Product Type:
IDC: Perspective
Laurie Buczek in front of a blue background with the Adaptive Customer Engagement model beside her.
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Marketing Evolution

Marketing has hit the wall of a new reality: digital-first buyers who are comfortable with self-service experiences and frankly have a reduced reliance on in-person sales reps to complete their decision-making journey. According to IDC’s 2022 B2B Tech Buyer study, a whopping 71% of B2B tech buyers will buy more through ecommerce and work less with an in-person sales representative from here on out. The CMO of a large global brand sums it up well: “All the things salespeople used to do to get someone closer to buying are being done digitally.”

Yet too many marketing and sales organizations cling to a traditional linear, funnel-like operating model of managing a revenue pipeline that’s resource-intensive while being increasingly ineffective. It’s time for a bold operational and cultural change to a new model—the Adaptive Customer Engagement (ACE) model designed to serve modern, digital-first B2B buyers.

ACE is IDC’s new framework for marketing and sales to evolve customer- and data-centric practices, optimize effectiveness, scale to reach multiple buying personas, and further customer growth (see chart).

Introducing the ACE Model

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Adaptive Enablement

Enterprise-level customer intelligence overlayed with advanced analytics to predict and identify ideal prospects or customers to engage, and the best action to take to further buyer’s decision journey.

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Adaptive Engagement

Orchestration of human and digital content delivered via the desired channel at the right time needed. Powered by data, analytics, and automation.

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Seller's Objectives

Internal objectives and processes across marketing, sales, and customer success to steer prospects and customers to purchase, realize value, build loyalty, and activate growth and renewal.

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Buyer's Objectives

The needs and jobs to be done by individuals in a buying cohort along the decision path. Not all individuals in a buying cohort or account will participate in all journey stages or be at the same stage at the same time.

IDC Adaptive Customer Engagement Perspective Document

Get the full perspective

Learn how to make this happen by purchasing the IDC report, “The Digital-First Era Demands a New Marketing and Sales Model: Introducing Adaptive Customer Engagement.”