Almost Half of B2B Software Purchases Require At Least Six Approvals: Zip Survey

No good salesperson blames the buyer for poor results, but that doesn’t mean buyers aren’t sometimes a problem. In fact, this study from Zip found that 79% of accounting and finance professionals said their company has challenges in its B2B purchasing process. One reason: 48% say their firm requires at least six cross-functional approvals for a new software or vendor purchase.

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Hightouch Adds Real-Time Access to Warehouse Data

January 26, 2023

Data access vendor Hightouch has released Personalization API, which provides real-time access to cloud databases.  Don’t get too excited: the data will only be as current as the underlying data warehouse, which is rarely itself updated in real time.  And, as the company notes in a very interesting accompanying blog post, the data is actually loaded into an intermediate “distributed, multi-region data store”, not read from the warehouse directly.

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Salesforce Connects AI-Based Marketing Apps with Data from CDP and Google

June 8, 2023

Salesforce kicked off its big Connections conference yesterday, and if you’re surprised the focus was on generative AI, you haven’t been paying attention.  Still, the focus this time was on marketing applications that draw on Salesforce CDP data, so it’s right up our alley.  They also announced direct access to Google BigQuery data, ticking the “zero-copy” box as well.

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