Hidden data in the sales organization

 
Team ThunderAct

Driving a thriving business, meeting revenue goals, and scaling growth requires cooperation across the company. Moreso the success of any organization relies heavily on its leadership team. High-performing sales leaders use an array of innovative technologies to track, forecast, and measure their team’s efforts. These systems generate data that should work as a guide , a road map to help leaders know where to turn when facing a fork in the road.

Software solutions such as Salesforce, SAP, Gong, Quip, and Tableau are a few of the prevalent sales tools used to capture data. Some of these platforms integrate, passing data from one to the other, while others do not. It can be overwhelming to sift through all the available data within each of these platforms, then attempting to combine them. It’s highly challenging, but it can be done with lots and lots of hours. 

Often cases require special skills to understand the data model in each of the applications, its appropriate mapping, knowing the tools to use to integrate or harmonize the data, and more. It’s no surprise many companies who need to go through such an exercise are using services companies such as out-of-the-box consulting. Once you have the report for five or more different software solutions, how do you use the information to make informed decisions, to set team goals and strategies?

Quantitative data such as the deal size, sales stage, and closing dates are the key measurements in sales data. This type of information, when structured correctly, could be analyzed using various BI systems, showing a snapshot of where the business stands according to its goals. The tricky part is to know what you’re looking for.

The other side of the coin is to go through the unstructured data (notes, tasks, progress, meetings, etc.) in the tools. This is not easy and very time-consuming. Those who sift through the opportunities can only interpret what they see, and it's likely riddled with bias. With customer data points scattered across all the tools and platforms used not just by Sales, but by Customer Success, Marketing, Product, and other teams, as well as the multiple types of data in each of the tools and the amount of it, the challenge grows.

What if organizations could peel back more from their data and see additional information that wasn’t on the radar? The unstructured data within those tools could hint at information that is critical for business success beyond the individual opportunity. The data analyzed within these various software solutions could potentially point out trends leaders can act upon quickly. An example could point to why sales cycles are becoming longer than previous, allowing the team to course correct. 

Imagine being prompted to join a conference your clients have discussed with your team. This event could be a fabulous opportunity to raise your brand awareness and create a healthy pipeline. Alternatively, what if you learned a specific feature mentioned time after time in the POC process? Other examples could be understanding specifics that contribute to long contracting cycles, account turnover, the lack of sales training, or other missing capabilities that cause the loss of multiple deals. 

As a sales leader, you need to be able to identify challenges happening in and out of the organization. Early detection allows leaders to engage with supporting teams such as marketing, product, support, and others to enable you to do the most important function in the organization, sell. To make effective decisions based on data and facts from all the data collected, leaders must find a way to holistically view all of this information. Then they must analyze all of the structured and unstructured connections to see what the data points to. 

With the use of ThunderAct, an AI-powered customer-interaction analysis platform, enterprises can view their customer’s unified interactions across all the platforms they use. ThunderAct can codify this information into insights to drive more impact for organizations. It removes the bias and tells a compelling story of what is really happening within our business outside of binary or numerical fields. It will help sales organizations see the challenges in conducting business, trending themes, and strength points that should be exploited.

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