One of the topics covered at this year’s Oracle Modern Marketing Experience in Las Vegas, Nevada, is about how many customers are undergoing a digital transformation in order to stay competitive in a marketplace that is fast becoming a tougher place to compete. One of the biggest points Oracle Corp. tries to get across to its customers is that when a business decides to go all digital, it can’t be halfway, and that is particularly true for sales departments, according to Scott Creighton (pictured), vice president of CX industry solutions at Oracle.

“Most of the customers we’re working with today are going through some form of digital transformation, and the primary reason for that is to really enhance the overall customer experience,” said Creighton. “I think customers are learning, [and] what we’re helping them with is you have to transform the whole company and especially the sales organization.”

Creighton sat down with Peter Burris (@plburris), host of theCUBE, SiliconANGLE’s mobile live-streaming studio, during the OMME event. He discussed what effect digital transformation is having on customers, especially the sales organizations of those customers. (Disclosure below.)

Digital transformation enhances marketing

Sales organizations are essential in every business. They interact with customers on a daily basis, so it is important to be especially responsive to those customers, Creighton explained. This means salespeople must know their products inside and out. So when the sales department converts to an all-digital format, they are positioned to better serve and market to their customers.

Additionally, a digital transformation means those salespeople are aware of what is going on in the marketplace and are able to make competing offers and promotions faster than ever before, he added.

“So now when the sales rep gets that lead, that lead is a very rich lead,” Creighton explained. “Today you know what products they’re looking at, you know what channels they’ve been involved in [and] they know what promotions you’re looking for.”

Furthermore, going all digital allows sales organizations to work with new technologies like adaptive intelligence, so salespeople don’t have to become data analysts or statisticians, he pointed out. This ability to “let the software think for them” means greater simplicity so that the customer can spend more time selling products.

“We’ve announced some new innovations here; one is around adaptive intelligence,” said Creighton. “So now rather than the sales rep having to think in their mind and really understand different price points and products and the configurations, adaptive intelligence is going to be able to give them ‘here’s what the best offer is’; ‘here’s a recommended step’; ‘here’s recommended customers that are like theirs.'”

Watch the complete video interview below, and be sure to check out more of SiliconANGLE’s and theCUBE’s independent editorial coverage of Oracle’s Modern Marketing Experience. (*Disclosure: TheCUBE is a paid media partner at Oracle’s Modern Marketing Experience. The conference sponsor, Oracle, does not have editorial oversight of content on theCUBE or SiliconANGLE.)

Photo: SiliconANGLE