If data is the oil of the digital age, then analytics is the engine that turns it into energy. What excites the most forward-thinking executives today is analytics’ strategic value: the ability to enable and inform broad commercial growth and transformation, not just incremental efficiency gains.
The temptation of many executives is to charge into the fray, invest a lot of resources, and build a state-of-the art sales analytics capability. But that’s a little like trying to switch to a Formula One race car when you could be getting a lot out of your current model.
Successful sales analytics is a journey, but the first step is making sure that you’re getting the most from your existing data