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So You Want Sales to Adopt Analytics?

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So You Want Sales to Adopt Analytics?

Picture this: you’re staring down a Salesforce dashboard, hoping that the projected close number grows in the days left in the quarter. Hope is rarely (if ever) going to move that dial. Yet there is a way. From my experiences as Chief Revenue Officer, I’ve learned a few things about managing the use of sales analytics and how adoption across your sales force can change things.

While it’s true an advanced analytics solution can provide the data needed for sales to target the right customer—and drive them through the sales funnel—that’s only true when sales knows how to use BI effectively. Many initiatives fail because companies measure the wrong things; they use only partial data; they don’t get the right info to the right people, or they don’t bother to use BI daily.

“Solid data and the ability to engage it are the lifeblood of the analytical sales organization. (Those) that achieve pervasive analytics in sales have specific structures, processes and policies in place to foster user engagement with data.”

Aberdeen Research

Step One: Democratize Sales Data to Foster Engagement

You want to ensure you’re putting the right data in the hands of the right people, and that they know what to do with it. By analyzing who’s using BI within your sales organization, you can determine who needs access and encourage them to incorporate sales analytics into their workflow.

Share a single source of truth: A full 60% of sales organizations that do the best at utilizing BI have a single, central data repository for performance information. Why? Because it ensures that managers, reps and higher-ups all work from the same data when evaluating themselves. By employing one central source of truth for the organization, everyone is working off the same information and can share best practices and learn from each other what works best.

Learn as you go: Another way to learn how to better analyze your data comes with our own Insights as a Service, which continually discloses best practices based on what other companies like yours successfully do. By being spoon-fed guidance as-they-go, sales can learn ways to better use BI and will soon be actively using analytics to enhance their performance.

Know the benefits: According to Gartner, sales reps that utilize BI data on a daily basis can increase revenue productivity by 17%. That’s most likely because data-driven sales forces actively use BI to determine their highest-return clients and highest-return actions. It’s been shown by Aberdeen Group that organizations with sales departments that use analytics to determine high-value activities report a 44% greater improvement in organic revenue than those who do not.

Step Two: Encourage Every-Day Use of Sales Intelligence

So, get your data into salespeople’s hands. There are five keys that can help you understand the massive amounts of decisions, data and pressure that a sales team faces, so you can help provide the right kind of predictive BI tools that they need, rather than just more raw data they probably don’t have time or know-how to analyze.

5 Sure-Fire Ways to Increase Sales Analytics Adoption

Give The Sales Team a Why: Clearly articulate individual benefits to sales reps as well as organizational benefits.

Reward Them:
Consider using recognition programs to drive adoption of the guidance.

Be an Engaged Leader:
Ensure sales managers are incorporating the guidance into sales processes. Utilize the dashboards as part of your normal cadence of inspection and planning.

Share Successes:
Communicate early and often about quick wins and data-driven successes.

Keep GoodData involved:
Know and leverage your GoodData Account Manager and keep them involved. As we become familiar with the workings of your business we help introduce best practice and forward thinking on Go-to-Market.

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Written by GoodData Author  | 

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