Big data is growing exponentially and will enable new approaches to analyzing all available data to connect insights and extract value. As data volumes and the need for data scientists grow, sales and marketing specialists who learn big data skills will be positioned to fill important data scientist roles and help their organizations gain competitive advantages through predictive analytics. The document outlines trends in big data, applications for marketing and sales, and makes the case that data scientists will be in high demand and that sales and marketing professionals should learn related skills.

1. 1
Why Sales and Marketing Specialists
will become Big Data Scientists
Dr. Cindy Gordon, CEO & Founder, SalesChoice
cindy@saleschoice.com
Sales & Marketing Conference:
Middle East – Abu Dhabi
May 19th-20th, 2015

2. Overview
2
Making Sense of Big Data
Relevance to Marketing & Sales
Rise of the Chief Data Scientist

3. 3
What is Big Data?
3
Today’s Big Data is Tomorrow’s Normal Data
What is key is to extract insight and value out of the data.

4. 4
Big Data = New Approaches
4
Traditional Approach Big Data Approach
Analyze small
subsets of data
Analyze all data ..
Connect the dots…
Analyzed
information
All available
information
All available
information
analyzed

5. 5
Big Data: Growth Trends
5
The McKinsey Global Institute
estimates that data volume is
growing 40% per year, and will grow
44x between 2009 and 2020.

6. 6
Big Data keeps Growing….
6

8. 8
Growth is Staggering
8
• Every day we create 2.5 quintillion bytes
of data.
• 90% of the data in the world today has
been created in the last two years alone

9. 9
Big Data is the New Oil
9
Oil is Gushing
Everywhere
• Some is Good
• Some is Bad
• Some is Ugly

10. 10
Big Data: V-Enablers
10
VOLUME:
Increase of Storage Capacity
VELOCITY:
Increase of Processing Power
VARIETY
Availability of Data
VERACITY
Messiness in Data (..noise…)

11. 11
Big Data:
Enables New Ways of Working
11
Homeland Security
FinanceSmarter Healthcare Multi-Channel Sales
Telecom
Manufacturing
Traffic Control
Trading Analytics Fraud and Risk
Log Analysis
Search Quality
Retail: Churn, NBO

12. 12
Marketing & Sales
12
Making Sense of Big Data
Relevance to Marketing & Sales
Rise of Chief Data Scientist

13. 13
Marketing & Sales Relevance
13
Enhanced 360o View
of the Customer
• View all internal and external
information sources to know
everything about your
customers
Sales Win Rate
Optimization
Analyze All Historical Win and
Loss Patterns to predict future
outcomes using Predictive
Analytics
- Lead Scoring
- Opportunity Scoring
- Prescriptive Pricing

14. 14
The Plight of the CSO
14
99% of CSOs are increasing their revenue target this year,
but only 14% believe they can achieve it.
Revenue Achievement ConfidenceRevenue Target
Source: Accenture , 2014

15. 15
The Problem We Solve
15
Salespeople are challenged with prioritizing
opportunities, focusing, and predicting the
outcomes of their sales efforts, resulting in 30-60%
of companies sales reps not meeting their targets.

16. 16
SalesChoice:
Predictive & Prescriptive Analytics
16
Source: Accenture , 2014
Insight
Analytics
(Win/Loss Indicators)
Predictive
Prioritizations
Accurate Sales
Forecasting
Simulations &
Dashboards
Secure Patented SaaS Software & Data Sciences using
Predictive and Prescriptive Analytics.
Data Sciences

17. SalesChoice:
Predictive & Prescriptive Analytics
17
Forecast
Accurately
Without emotional
distraction.
Prioritize
Opportunities
Through advanced
predictive analytics
Increase Odds
of Winning
By aligning efforts on the
best opportunities.
We can predict at 80% or more
accuracy which opportunities will close
& the reasons for wins or losses.

18. 18
Uber Smart Sciences
18
“SalesChoice’s Science
is uncannily Smart.”
Steve Little
Former CIO, Mitel
“SalesChoice
accurately
predicts
4/5
sales
outcomes.”

19. 19
Reducing COS – 1,000 ROI +
SalesChoice has impacted over
$20M of our business
by reducing our Cost of Sales
(COS) and improving our
top line revenue growth focus by
30% or more.
Dinesh Kandanchatha
Head of Sales
Macadamian Technologies

20. Customer Testimonial
I will put in a BIGplug for SalesChoice!
Evaluate this solution if you are
considering Big Data in your marketing
and sales strategy.
Darryl D’Sa
Director, Global
Corporate Strategic Sales Operations
OpenText Inc.
20

21. 21
Improvements ~ 28%-62%++ ~
21
28% 54% 62% 31% 56% 33% 35% 33% 22%

22. 22
Rise of Chief Data Scientist
22
Making Sense of Big Data
Relevance to Marketing & Sales
Rise of the Chief Data Scientist

23. 23
The Rise of the
Big Data Scientist
23
Source: Wikibon Taming Big Data
By 2015 6 million jobs in Big Data ; >2 million
is in US alone…

24. 24
Talent Shortage
24
By 2018 there will be a shortage of 140,000
– 190,000 data scientists.
This represents a 50-60% talent gap to meet
projected business demands.
Source: McKinsey, 2015

25. 25
Changing Approaches
25
Start with hypothesis
and test against
selected data
Explore all data and
identify correlations
… Data leads the way…
Hypothesis Question
DataAnswer
Exploration
CorrelationInsight
Traditional Approach Big Data Approach
Data

26. 26
Reduced Effort
26
TRADITIONAL APPROACH BIG DATA APPROACH
Govern Data to the Highest
Standard, Store it, then use
it for multiple purposes
Understand data and usage,
govern to the appropriate
level, use it, and iterate.
RepositoryGovern to
Perfection
UseData
Data Understand
GovernUse

27. 27
Chief Data Scientist Skills
27
• Creative problem solving for large complex issues.
• Business Acumen with Math, IT and Statistical Proven Know-how
• Varied IT skills with an understanding of most prominent software
used by lead data scientists.
• Strong people skills and an ability to lead teams toward a common
goal.
• Flexible communication skills to work with top-down and bottom-up
groups dedicated to achieving corporate goals and successes.
• General business acumen to understand data in the context of teams
and their day-to-day task sets.
• A willingness to invest in ongoing education to remain current
• Ability to communicate: make the complex simple to understand
• Business Value (ROI skills), Sales skills (convince others of value)

28. 28
Concluding Comments
28
More organizations
are using
predictive analytics
to create a
competitive advantage!
37%
58%
65%
80%
2010
2011
2012
2014
75%
Increase
Source:The New Intelligent Enterprise,
MIT Sloan Review Research (2013)
1.6X Revenue Growth
2.0X EBITDA Growth
2.5X Stock Appreciation
10X CAGR
Leaders applying predictive analytics are
outperforming their competitors.
Source: Economist Intelligence Unit and IBM Business Value
Institute (2012), McKinsey (2013)

29. 29
Concluding Comments
29
Source: Big & Fast Data: The Rise of Insight Driven Business: Cap
Gemini, 2014

30. 30
Concluding Comments
30
“ Apply Big Data,
Predictive
Analytics well… or
become
uncompetitive….
The Risks are High
as the War of
Sciences in
Business
accelerates”
Source: Big & Fast Data: The
Rise of Insight Driven Business:
Cap Gemini, 2014

31. 31
Concluding Comments
31
How many of you now think you need to learn more about:
• Big Data
• Predictive and Prescriptive Analytics
• Big Data Approaches, and
• Applications relevant to Marketing & Sales?
Join me tomorrow at my workshop seminar where we will
probe deeper in to this rapidly emerging new field.
What is clear our world is exploding in data in marketing &
sales: Each of us has a responsibility to work in new ways.
Evolve or Die.

32. 32
We offer Products & Services in
Predictive & Prescriptive Analytics
32
Issues
Discover potential for
revenue generation & cost
savings
Use best-of-breed cross-
discipline methodologies
from data sciences: statistics,
applied math, computer
science, biology, physics,
engineering
• Discover the hidden value and potential revenue in
your data
• Learn which data is valuable and which is wasteful –
improve efficiencies
• Create cross organizational understanding
Identify useful, accessible
data both Internal & external,
raw and derived
• Identify operational inefficiencies
• Solve poor cross-organizational visibility issues
• Do you feel that you’re lacking the comprehensive
big-picture view / missing key clues in the details.
Data
• Create an automated and efficient collection,
preparation, cleaning, transformation procedure
• State-of-the-art secure on-site / cloud-based storage
and retrieval
Analytics
Insights
• Intelligent nested algorithms, voting models that
learn over time to point and predict with confidence
• Customized analytics meaningful to you and your
business
• SaaS Technology can help your sales and marketing
professionals advance their business needs.
Actionable insights,
intelligence, knowledge,
predictions, forecasts: what
THE important factors really
are

33. 33Confidential: Copyright SalesChoice Inc. 2014
Questions

34. 34
How to Contact me:
cindy@saleschoice.com
Cell (416)230-6538
www.saleschoice.com
@Sales_Choiceinc