TECHNOLOGY


How to Use Analytics to Ramp Up Your Sales MANISH GODHA


Managing sales doesn’t have to be a guessing game. To get a clearer picture of how a sales strate- gy is performing – and where future sales will come from – analyze what’s worked in the past and then tweak the heck out of it.


Analytics allow businesses to monitor customer activities and link them to specific sales efforts. So many organizations are now using analytics to boost sales and marketing, meaning companies that fail to adopt analytics technology will eventually


find themselves losing to competition. One challenge businesses face in adopting analytics technology is maneuvering through all the hype. But let’s start with this: The reality is that many companies just don’t have data-driven business practices.


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This may be because their data is dispersed across many sources or, if businesses attempt to gather their data, it’s often not integrated and consolidated into a central location. In other words, they don’t have a complete view of the data – and that makes it virtually impossible for them to get a single, clear, accurate, data-driven view to help drive action across the business.


Complicating matters is that many stakeholders often receive their data too late – prohibiting them from making decisions as needed. And those who receive their data on time


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