Business Analysts on Data Analytics and Sales Processes

We all know the standard warning about history: “Forget the past and you’re doomed to repeat it.”

Of course, every company experiences failures as well as successes, and few skills are more valuable than learning from your mistakes. But hopefully your company’s history isn’t so catastrophic that the memory gives you chills. What about when things go well?

The typical application for data analytics is to spot when things go wrong. Big data is most easily used for recognizing deviations. But while it’s important to identify anomalies in customer buying behaviour or gaps in territory alignment, the most valuable information for your sales organization isn’t necessarily expressed by spikes or dips in the graph.

Sometimes the most important feature of your sales metrics is a slow, steady climb. The odds of a sudden major leap in sales or profits is relatively low, and if it does happen, you probably won’t have any trouble figuring out where it comes from.

It’s much more likely that your sales organization will experience incremental improvements that are only clearly visible through a wider frame, from quarter-to-quarter or year-to-year. These are patterns that you definitely want to repeat, but it can be hard to understand where they come from or how they happened.

In this case, you want to reverse the old maxim: “Remember the past so you CAN repeat it.”

Often we treat data collection and analysis programs as if they were filtration systems designed to catch problems before they reach the bottom line. But by tracking both sales rep and customer behavior and by scoring wins and losses, we can use these programs more proactively, to catch opportunities before they fall through the cracks.

If your sales organization has been showing strong, incremental improvement, then you’re in a perfect position to elicit powerful data that will keep you growing. To see how you can turn good into better, try a demo of Obero SPM.

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