through the cracks. Did your team follow up after last month’s trade show? Which accounts have gone quiet this quarter? Who opened that last email campaign? Without a CRM, those answers depend on memory. With a CRM, you’re working with facts. The biggest shift might just be accountability. If you’re fighting the uphill battle without a CRM, a rep might say, “Oh yeah, I talked to them,” even if the last contact was six weeks ago. An up-to-date CRM gives businesses a shared source of truth. Digital Outreach That Doesn’t Feel Robotic One of the common fears sales teams have about digital transformation is that it will make their outreach feel less personal. But when used thoughtfully, email automation and sequencing tools can actually free up time for more meaningful interactions. For example, onboarding a new client can be timeconsuming. But with a well-built email sequence – customized to the client’s industry and order history – a rep can send helpful tips, product recommendations and even proofing reminders without spending an hour typing it all manually. The result? The client gets timely, relevant communication, and the rep gets more time to work on closing new business. Tools like Mailchimp and HubSpot are increasingly used in promo firms, especially when integrated with CRM data to tailor messaging based on client behavior or preferences. Personalization at scale is the goal. Old-school marketing is blasting everyone with the same message. Modern companies are now segmenting by client vertical, product interest and business size. The data is there – you just have to use it. AI As Sales Assistant, Not Replacement Artificial intelligence is already finding useful footholds in promo. From intelligent search that helps reps find product ideas faster to automated meeting summaries and proposal generation, AI is helping sales teams move faster and think more strategically. Chatbots and conversational AI tools can even help qualify leads after hours or answer basic product questions on your company’s website. That leaves reps the chance to focus on the highvalue conversations. What’s important, though, is using AI as a supplement, not a substitute. Clients still want to talk to a human when it comes to final decisions, creative brainstorming or problem-solving. AI doesn’t replace trust. Training & Change Management Even the best tech won’t matter if your sales team doesn’t use it. Successful digital transformation depends as much on people and process as it does on platforms. Leadership needs to set clear expectations about tool adoption, offer consistent training and – perhaps most importantly – listen to the team about what’s working and what’s not. Quick wins help: Showcase how a rep used the CRM to spot a stalled deal or how an automated campaign helped reengage a dormant account. Make it less about compliance and more about results. Blending Old & New The best sales teams in the industry aren’t abandoning relationship selling. They’re just augmenting it with smart tools, better timing and sharper insights. It’s still about remembering a client’s kid’s name or sending a handwritten thank-you note. But now, it’s also about knowing their reorder cadence, monitoring their engagement with your content and using data to anticipate their next need before they even ask. In other words, the heart of selling stays the same. But the tools are now a whole lot better. Dunbarger is the project management lead at PPAI. Now, modern companies aren’t replacing human connections. They’re enhancing them with better insights, tighter follow-up and tools that give reps the ability to do what they do best: sell. PPAI • SEPTEMBER 2025 • 21 Innovation | Voices
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