While the market for digital video entertainment has never been more vibrant, the factors that created opportunities have also seeded the challenges faced by the sector today, says Serhad Doken, chief technology officer for Adeia in a podcast interview for journalists.

B2B sales organizations must take a more situationally aware approach, tuning engagement skills and tactics with empathy for, and personalization to, a prospective buyer’s current state, according to Gartner, Inc. Standardized customer engagement in today’s buying environment will only get sellers so far, even with the best methodology.

Through 2022, 50% of large organizations will have failed to unify engagement channels, resulting in a disjointed and siloed customer experience that lacks context. To remedy this, research shows that organizations should deliver frictionless experiences to create more connected experiences for customers to further drive e-commerce.