Sales executives with even moderately large, distributed salesforces rely on data to help them understand which activities and behaviors lead to the best outcomes. Yet much of the information that sales executives rely upon today, such as CRM reporting tools and time studies, is based on self-reported data. Even with good intentions, the quality of this data can be awed. That leaves executives in the dark about what is actually occurring on the front lines, or whether those activities advance or impede progress toward desired outcomes.
This workshop explores alternative approaches that leverage analytics to create new degrees of insight. Three specific applications are examined: coverage model design; alignment of sales resources to market opportunities; and identi cation selling behaviors that positively in uence performance.