Non-Sales Teams – At the macro level sales data can help

At the macro level, sales data can help companies define their growth strategy by focusing on completely new market segments or moving away from loss-making areas. It’s time for managers to base their business on data that starts with sales and extends across the entire company. Sales, customer service, marketing, and product teams can benefit from knowing which customers are ready for growth, which are ready for cross selling, and which are sensitive to migration. A data-driven sales organization can add value to virtually all business functions, from marketing and customer service to product and business strategy. At the macro level, sales information can help companies define growth strategies by targeting entirely new market segments or moving away from loss-making areas. Leaders must recognize this wealth of untapped knowledge and take steps to apply sales data and analysis throughout the company. Leaders must recognize this wealth of untapped knowledge and take steps to apply sales data and analysis throughout the organization. We use sales information to understand where and how our customers feel the value of our road map. In the McKinsey 2018 global survey, nearly half of executives said the data and analysis have “significantly or fundamentally changed the sales function over the past three years. For example, we advised our team to give preference to companies with strong promotion and sales functions; we found that these clients tend to change their behavior faster and create value faster. The first challenge is to get the right data sets: four out of five sellers identify a significant gap between the data used in marketing and sales. This is good news for companies that use the data, but it can be a problem for companies that are not yet using their data to bring their sales teams in line with the right opportunities. It’s time for leaders to run their business on a data driven path that starts with sales and extends across the organization. As a result, talking about sales is often a valuable source of information, including product gaps and objections to pricing structures. Coordination of marketing and sales is a noticeable task precisely because of the data.