This type of news feed can provide sales teams with a competitive advantage by giving them real-time information about their target markets. For example, if a sales team knows that a new executive has joined a particular company, they know change is happening and can reach out to that executive immediately to learn more about their plans. Or, if a sales team sees that a particular company  is planning a major IT project, they can position themselves as a valuable resource for that project. Makes sense right. 

Building a low-latency news feed that is reliable and up-to-date can be challenging, but it is essential for sales teams that want to stay ahead of the curve and make their numbers and even more critical for marketing teams. By providing sales teams with timely and relevant information, a low-latency news feed can help them to connect with the right prospects at the right time, leading to a faster, more predictable, lower cost B2B engagement model

Some specific examples of how this leads to an improved sales performance include 

• Identifying new prospects: Providing sales with real-time information about companies that are expanding, hiring new employees, or launching new products or services.
• Qualifying prospects: To help sales teams qualify prospects by providing them with accurate information and relevance
• Personalising outreach: Help sales teams to personalise their outreach by providing them with information about a prospect's recent activities.
• Tracking results: To help sales AND marketing better track the results of their outreach, providing them with information about the number of meetings booked, the amount of revenue/pipeline generated, and the average sales cycle length. ROI

Low-latency feeds are a valuable tool for sales teams that are looking to improve their performance providing them with timely and relevant information, to connect with the right prospects at the right time, leading to a lower cost of sale and a shorter path to revenue.

Here are the views of Gartner and McKinsey 

Future of Sales ebook - Gartner

The future of B2B Sales The Big Reframe - McKinsey 

Case Study - Macquarie Cloud