It often feels nowadays that you can’t turn anywhere without tripping over a Big Data message. Everybody seems to be jumping on the bandwagon. And there’s no doubt that big data is going to be important.
But if we’re setting priorities, I just have the sense that we could do better by making smarter decisions with the (relatively small) data we already have, or could collect if we set our minds to it. I think it's clear that our sales pipeline management and sales forecast accuracy could benefit tremendously from better data.
Smarter decisions, better choices
For me, the benefits of data driven selling in complex B2B sales environments are less about making deterministic predictions than they are about making smarter decisions regarding strategy and resource allocation that increase our chances of success.
If we're measuring and interpreting the right data in the right way, it ought to focus our attention on the things (and the choices...