The New Omni Puts Sales Growth on Fast-Forward
Omnicom unveiled the next generation of Omni-an AI-driven marketing intelligence platform that connects creativity, media, data, and identity into one operating system. For sales leaders, that translates into cleaner demand signals, faster activation, and measurable revenue impact.
Built on the combined strengths of Omnicom and the recently acquired Interpublic, Omni unifies elite data assets (including Acxiom RealID™), Flywheel Commerce Cloud, and an expanded AI framework. The goal is simple: move from insight to action to growth with less friction and more confidence.
Why Sales Should Care
- Deeper, cleaner identity: 2.6B verified IDs plus trillions of media, content, culture, and commerce signals give you precision at every stage-from discovery to deal close.
- Bigger buying muscle: $73.5B in annual media and commerce buying power means your offers meet customers where they actually decide.
- Personalization at scale: End-to-end creative and content systems speed asset production by 25-55% while keeping brand standards intact.
- Autonomous agents: AI agents coordinate across creative, media, commerce, and measurement so teams execute faster without losing oversight.
What this means for your pipeline: higher-quality leads, cleaner attribution to revenue, faster speed-to-lead, and a tighter connection between paid media and sales activation.
Omni, in the Words of Its Leaders
"Omni connects the full breadth of modern marketing-audience insight, creativity, media, and commerce-into a single, open, and adaptive platform with the clearest view of consumer identity across the entire marketing ecosystem," said Duncan Painter, CEO, Omni. "But its strength comes to life through our people."
"Our Capabilities will do their best work when they operate on a unified, intelligent platform that breaks down silos, unites teams and systems, and enables them to achieve unprecedented precision and speed," said John Wren, Chairman and CEO, Omnicom. "By connecting every element of marketing and sales-from audience insight to sales activation-Omni empowers brands to deliver measurable growth with greater impact."
Five Advantages That Move the Revenue Needle
1) The Strongest Data and Identity
At the core is Acxiom RealID™-the largest ethically sourced identity graph with 2.6B verified global IDs-enhanced by trillions of real-time signals, including the largest digital transaction data set via Flywheel Commerce Cloud and advanced ID-less solutions.
For sales: more precise account and buyer mapping, cleaner dedupe, stronger lookalikes, and higher match rates across channels.
2) Creativity Amplified, Not Automated
AI-native tools speed content development while preserving craft and brand integrity. Teams produce more on-brief assets, faster, and with measurable lift in engagement and conversion.
For sales: faster campaign refreshes, localized offers by segment or territory, and collateral that mirrors real buyer behavior-without waiting on long production cycles.
3) A More Connected Way of Working
Omni unifies workflow across insights, creative, media, commerce, investment optimization, buying, and measurement. Less manual handoff. Fewer mismatched dashboards. More continuity from plan to performance.
For sales: marketing and revenue ops finally operate from one source of truth-so budgets, content, and channels line up with pipeline targets.
4) Intelligence That Supports Decisions
AI surfaces insights, flags opportunities, and recommends optimizations with transparency and human oversight. Teams stay in control while moving faster.
For sales: clearer prioritization for SDRs and AEs, timely offer tweaks, and real-time guidance on where to push, pause, or double down.
5) Flexibility That Meets You Where You Are
Omni integrates with existing martech and respects data ownership, regional rules, and sector-specific needs. No rip-and-replace required.
For sales: connect CRM, CDP, POS, ecommerce, and retail media without breaking your current stack-or your forecast.
How to Put Omni to Work for Sales in 60-90 Days
- Map identity to pipeline: Connect Acxiom RealID™ to your CRM to lift match rates and improve lead-to-account mapping.
- Prioritize by intent: Feed real-time commerce and content signals into lead scoring to route the hottest prospects first.
- Align media to stages: Tie paid media to pipeline stages and territories; optimize budget by conversion-to-revenue, not clicks.
- Spin up offer sprints: Use creative systems to test 3-5 offers per key segment; keep the winners, kill the rest.
- Close the loop: Connect sales outcomes back to Omni for continuous optimization-every week, not every quarter.
Quick Wins for Sales Leaders
- 25-55% faster asset production so you can update offers without waiting in line.
- Higher lead quality and match rates through unified identity and ID-less solutions.
- Better territory and ABM focus using trillions of commerce and content signals.
- Cleaner attribution from media spend to booked revenue.
- Improved forecasting with AI-surfaced opportunities and risk signals.
- Lower CAC by cutting wasted impressions and reallocating to high-converting pockets.
Where Omni Fits in Your Stack
Omni is built to connect with what you already use-CRM, MAP, CDP, retail media, ecommerce, and analytics. Data stays yours, and the platform scales with your team's readiness. Start narrow, tie results to revenue, and expand.
FAQ for Sales Teams
- Will AI replace reps? No. Omni supports decisions and execution with human oversight. Your team stays in control.
- Is the data compliant? Yes. Identity is ethically sourced via Acxiom RealID™ with privacy-safe, ID-less options where required.
- B2B or B2C? Both. Use it for ABM, ecommerce, and hybrid models across regions and categories.
Learn More
Upskill Your Team
If your sales org is building AI skills, explore practical programs for reps, managers, and RevOps.
Bottom Line
The new Omni connects identity, media, creative, and measurement so sales can move faster with clearer signals and less waste. If revenue focus, speed, and accountability are your priorities this year, this platform is built for you.
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