Research Brief: Sales Analytics Capabilities

Apr 21, 2017

This research examines how sales organizations turn data into management ready insights. Doing so often involves aligning the efforts of two distinct populations: managers who must make decisions, and analytics support professionals. This latter group has access to data, but not always an understanding of how best to investigate them in ways most helpful to the managers they support. Reporting and analytics tools can bridge this gap. This research explores how sales analytics are currently used to support sales leadership decision making. It identifies gaps between sales management needs and routinely available reporting output, and explores emerging analytics capabilities such as cognitive analysis.
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