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Contact Center 2024: The Assimilation of Sales, Service and Marketing


Sheila McGee-Smith  (Founder & Principal Analyst, McGee-Smith Analytics)


Patrick Beyries  (Vice President, Product Management, Salesforce)

Tido Carriero  (Chief Product Development Officer, Twilio)

Vinod Muthurkrishnan  (Chief Growth Officer, Cisco CCBU, Cisco)

Date: Tuesday, March 9

Time: 2:30 pm - 3:15 pm

Track: Conference Session

Vault Recording: TBD

In the digital age, with more and more retail and commerce moving from brick and mortar to the Internet, the role of marketing has shifted. Driven by the indisputable rise of smartphones and mobile communications, companies are being forced to adapt to the reality that mobile has the potential to become the primary marketing channel. The COVID-19 pandemic has only served to accelerate these trends. Functions that were traditionally the contact center’s purview – sales and service – are increasingly finding it challenging to serve as the human connection in the path from customer acquisition to retention, without the necessary data context to inform that role.

As a result of these simultaneous trends, the industry is already seeing the seeds of sales, service and marketing coming together to better address a new, digitally focused definition of a customer journey. In this session, leading contact center analyst Sheila McGee-Smith will share best practices and future directions for the emerging fusion of sales, service and marketing.


  • Understand the basis for a potential merger of sales, service and marketing—why it’s happening and how quickly it might occur.
  • Learn the role Artificial Intelligence and Customer Data Platforms will play in the blending of these formerly disparate functions
  • Understand how the role of customer service representatives is likely to change as the view of the customer journey expands to including digital marketing activities
  • See how contact center software purchase decisions may change as this shift occurs