![How machine learning is changing digital marketing [Q&A]](https://bobc.terrywilson3.net/wp-content/uploads/sites/1508/2020/07/marketing-compass-150x150.jpeg)
Increasingly customers expect personalized experiences that are relevant to their unique situations and needs. However, with the increased reliance on technology needed to provide this, the human angle can go by the board. We spoke to Jon Perera, CMO at sales and marketing software specialist Highspot to learn more about how people, processes and technology can be aligned to offer optimum customer experience. BN: Why is the sales process particularly suited to automation? JP: Automation can be useful when applied correctly, but when it comes to the sales process, it’s not automation but artificial intelligence that is the key. […]
