Most SFA tools are designed to record what activities a salesperson has accomplished … assuming of course, that they consistently input the data. The tools themselves add very little value to the salesperson. In fact, most salespeople view data entry as an arduous task and a waste of valuable selling time.
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For years there has been a huge chasm between marketing and sales when it comes to applied analytics. Marketing typically hired analysts to build predictive models to make direct mail and email programs more effective. But the findings of these models were rarely ever shared with Sales – and they were even more rarely turned into actionable programs for the sales teams.
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