Introduction PAGE 3
What Is Big Data? PAGE 5
Why Is Big Data Important? PAGE 6
The Potential of Big Data PAGE 7
Top Challenges in Sales Organizations
and the Solutions PAGE 9
Top Productivity Tips from Experts PAGE 16
How Big Data Improves Sales PAGE 20
Customers and sales reps are at loggerheads. Sales people want to engage customers—clearly to sell
more. Customers don’t want to deal with sales reps, but at the same time, customers are crying for insight
and ideas about their businesses. Are there opportunities to improve? How do we grow? How do we ad-
dress new markets? How do we better serve our customers?
There’s a lot of data that shows that sales reps who provide these insights and ideas perform significantly
better than those who don’t. So selling has changed. It’s all about a new engagement model. It’s about
providing customers with insight, ideas and solutions. It’s about nurturing the customer over time to help
them understand, implement and execute.
But where do sales reps get these insights and ideas? Sure, there are “general insights or ideas,” but
to me these are the modern equivalent of “Dear Occupant or Current Resident.” What customers want are
insight, ideas and data that are directly relevant to them.
Big Data and rich analytics provide sales and customers this capability. Today, sales makes
guesses: is this the right customer, is this the right time, and will this resonate with them. They may be
wild guesses in the case of prospects, they may be informed guesses based on past experience with them,
but they are guesses.
Rich Analytics: The Pot of
Gold at the End of the Rainbow
Partners in EXCELLENCE
Imagine a new world, where the sale rep can intercept the right customer, at the right time, in the right
place, with the right information, and the right offer. Imagine a world where we can identify the customer
that wants and needs to buy now, and we know what they want to buy and why.
This is not just the promise of rich analytics. This is what many leading edge organizations are doing
now! For example, a client of mine, a major Financial Services company has increased their hit rates and
conversions and they now consider their analytic capabilities their competitive advantage. Being able to
identify the right customer, at the right time with the right offer increases the quality of customer engage-
ment so much, that this process is the key to their differentiation.
Big Data and rich analytics, leveraged effectively, change all the rules—and all the results!
Partners in EXCELLENCE
All charts and statistics referenced in this ebook are based on the CSO Insights Report: Impact of Big Data on Sales Performance.
Big Data seems to be the new buzzword in the tech circle today. But what is it exactly? And what
does it mean for sales and marketing teams? According to Google CEO Eric Schmidt, every two days the
world produces the amount of data equivalent to all the data from the beginning of civilization up to 2003,
or almost five exabytes.
This vast ocean of data contains the valuable insights that sales reps need to close sales. There
are numerous details about customers, businesses and prospects available to sales teams, but they must sift
through the useless data in order to find them, and that is where Big Data comes in.
Big Data refers to the extremely large data sets, typically in the terabytes to petabytes range, that
organizations acquire and the applications used to analyze and evaluate them. Big Data is the continuous,
exponential growth in internal and external data gathered from and about customers and prospects that
exceed the ability of conventional database management tools to collect, store, search or analyze. Some
of the most tangible examples include the terabytes of user data that Facebook acquires or that Walmart
collects about the millions of transactions it conducts hourly.
What is Big Data?
BIG DATA IS DEFINED BY 4 VS
Volume. The terabytes of data
that most large companies acquire
regularly are too large to process
with conventional means. As
technology penetrates more aspects
of society, the information generated
from and about those devices is
Velocity. Modern businesses may
place more importance on the time
characteristic of Big Data than any
other dimension. Acquisition of
timely data is critical to many time
sensitive operations and provides a
Variety. This information may
be collected in a number of forms
including text, audio, video, statistical
data or sensor information.
Value. The real impact of Big
Data stems from the insight that is
gleaned from the raw data. It's all
Management of large amounts of information about partner companies, their sales staff,
competitors and market conditions continues to tax even the largest of businesses. To more
effectively analyze and process this burgeoning pool of data, new tools, methodologies and analytics are
required. It is no longer enough to collect volumes of information; it is increasingly important for competitive
businesses to analyze this information quickly, isolate key facts pertinent to business operations and distribute
conclusions and data packets to critical business personnel.
The majority of companies feel that their sales teams are failing to take advantage of sales
opportunities because of a lack of information. Almost 54.6% of respondents to the CSO Insights
study felt their sales teams were sometimes missing some opportunities due to a lack of external or so-
cial information, while almost 9.6% believed they were letting many opportunities for sales pass by very
frequently due to ignorance of external events. With the right Big Data tools, sales personnel could be
transforming these missed opportunities into huge revenues.
Big Data analytics overcome these problems by employing software and methodology
advances, including predictive analytics and data mining. These Big Data strategies enable
companies to uncover hidden patterns or connections and produce operational advice in a timely and
actionable manner. Armed with the latest, most pertinent marketing information, sales staff can make
more effective presentations to clients, integrate key selling points, and make reliable predictions about
Big Data analytics are the cornerstone of producing comprehensive, reliable business
strategies. Accurate, up to the minute knowledge about clients and market conditions will separate
elite companies from the competition. The enhanced power of Big Data allows the identification of
new business opportunities, more rapid allocation of resources and the streamlining of sales operations.
Why is Big Data Important?
How frequently does an event you weren’t
aware of occur in a prospect organization
derail or delay your sale? (e.g., merger, lawsuit,
reduction in force, spending freeze)
Big Data allows businesses to be more efficient, productive and nimble. These advantages are applicable
across almost all industries, business sizes and models.
The primary benefits of Big Data are:
1. Social selling and Sales 2.0 become effective tools. Data that is unprocessed reduces sales
success. Successful evaluation and analysis allows key personnel to integrate salient data points
into the decision making process. The rapid analysis of larger blocks of social data allows personnel
to access customer insights and trigger appropriate responses. This facilitates account targeting,
access to decision-makers and social referencing.
2. Anticipate and identify opportunities. As the amount of data collected increases, the detail
of minute business operations also sharpens. Minor elements of operations that were deemed
inconsequential in the past can now be thoroughly examined and modified accordingly.
3. Sales reps can receive real time prospect information.The profile of target consumers can
now be refined to unprecedented resolution. Improved customer and prospect information can
facilitate the development and implementation of more customized marketing strategies, products
or services. Sales reps no longer have to enter meetings with outdated or inaccurate information.
4. Enhanced product development. The predictive power of Big Data delivers a more accurate
forecast of client needs and allows the product design and development to be more effective.
The Potential of Big Data 90%Of sales leaders surveyed
expect to see a significant impact
from a Big Data strategy
16%Of companies have
a Big Data strategy in place
5. Improved metrics of success. The holy grail of business strategy is to make insightful decisions
that anticipate the developing market. Greater access to more comprehensive models based on
more information facilitates the decision making process. How sales reps utilize this information
can be measured against potential winning rates, allowing a definitive analysis of sales strategies.
Conversion rates and closing rates can be more precisely compared to opportunities that permit
a more expansive understanding of the return on investment in your CRM system.
6. Comprehensive analyses of customers and prospects. The traditional CRM system was
limited to data gathered by sales personnel. Big Data utilizes information collected from internal
data systems, external sources and social media which produce enhance customer insights.
7. Deliver insights, not raw data. Flooding sales teams with unprocessed data only impedes
successful sales. Big Data manages data, analyzes it and produces meaningful, actionable insights
and recommendations that enhance sales effectiveness.
90%Of sales leaders
have missed opportunities
due to info overload
15Reps search as many
as 15 sources prior to
picking up the phone
TOO MUCH INFORMATION
Too much information is a burgeoning problem for big business. The influx of data from new
sources like web resources and social networking sites is growing at a geometric rate and threatens to
overwhelm sales reps and conventional data management systems. This translates into overworked staff,
demoralization, lowered sales closings, lost opportunities and diminished revenue.
Information overload can affect sales reps in three ways. Reps faced with too much information
will treat new data superficially, which prevents insights and innovations that are essential to sales success.
Secondly, too many choices can overwhelm the decision making process. Too many choices for a client will
result in paralysis and downgrade sales productivity. Lastly, option similarity can halt decision-making. Pro-
viding stark choices permits differentiation of options and greater decisiveness, while offering a multitude
of choices with subtle or indiscernible differences can undermine the decision making process, paralyze the
client and encourage the client to withdraw from the shopping process.
Social media is the wedge issue for many companies to invest in Big Data analytics. As the
users on popular networking sites rise into the hundreds of millions, companies are falling behind in the
capture of pertinent trends. Salespeople are trying to tap social media sites for insights into consumer
behavior, but are instead drowning in a sea of unmanageable data. Due to the unstructured nature of
social data, many companies lack the storage facilities and corporate infrastructure to properly retain
Top Challenges within Sales
Organizations and the Solutions
No, we do
Yes, we feel
Yes, we feel
Do you and your sales team feel challenged by
the amount of data available and time it takes
to research a prospect before making a call?
ISSUES WITH CUSTOMER RELATIONSHIP MANAGEMENT SYSTEMS
Customer Relationship Management (CRM) systems are engineered to streamline the sales
process by providing actionable information for sales and customer relations personnel to utilize when
interacting with clients. This system is critical to company brand and reputation as it directly impacts
how clients are managed. With almost 65.6% of sales personnel utilizing CRM systems to uncover key
information about prospects, a failure in this system can ripple out to the wider market segment.
37.6% 37.2% 35.8%
44.5%Of companies stated that
their CRM system needed to
provide more comprehensive
Where do your sales reps
find critical information on prospects?
(Check all that apply)
CRM systems are often poorly utilized. They are marketed for use by sales reps, but they are often
engineered for sales management. Sales reps spend less than 50% of their day selling because they are
hampered by the task of putting data into CRM systems. Because sales reps input the minimum amount
of data to keep managers satisfied, this data is often stale and out of date, and rarely updated due to the
effort and lack of managing oversight. According to a study by Gartner, almost 25% of data in critical
business data systems is outdated or inaccurate.
Rate how effective you feel your
CRM system is at helping to provide
you with all of your EXTERNAL
Rate how effective you feel your
CRM system is at helping to
provide you with all of your
INTERNAL company information.
76%Of respondents reported their
CRM system also needs to provide
better external information
44.3%Of companies stated that their
CRM system needed to
provide more comprehensive
CRM systems that effectively integrate internal and external data sets are significantly more likely to
improve sales success. Data integration of external market conditions, customer profiles, client events and
impending situations with internal multi-channel information has profound advantages for businesses.
Data integration produces some significant benefits including:
1. Decreasing complexity of data improves performance and reduces management costs.
2. Allows greater transparency and access for regulatory agencies.
3. Data security is enhanced by identification of critical data.
4. Data is prioritized more easily by its stage in its lifecycle. More outdated information is transferred to
lower priority storage.
5. Enhanced organization allows all data sets to be searched easily which improves sales preparation.
6. Return on Investment is enhanced as key personnel improve productivity and sales representatives
will generate customer insights that solidify relationships and augment sales closings.
According to the CSO Insights report, a mere 19.7% of companies have data management systems that
integrate external and internal data.
Do not know
Yes, info access
Do you have a single technology system
in place that enables sales reps to easily access
internal and external information on prospects
AND gain insight from it?
Only 15.6% of businesses possessed CRM systems that granted sales reps easy access to info and alerted
them to possible opportunities. While an additional 12% planned to implement this technology, 52.3% were
not providing sales reps with these critical tools. There is widespread support for unified data management,
with 90% of respondents voicing the opinion that integration would improve sales time for reps, and sales
effectiveness, there was a significant gap between support for the technology and actual implementation.
90%Of respondents voiced the
opinion that integration would
improves slaes time for reps and
52.3%Of businesses were not providing
sales reps with critical sales
tools such as CRM
If your sales reps had all the external,
internal and social information available
in one system that highlighted what
prospect information is most important to
winning the sale, what impact on sales
perfomance would you expect?
Time management plays a key role in sales force effectiveness. With almost 50% of sales personnel
time devoted to CRM input or other administrative duties, improved data capture and analysis methods
are integral to augmenting sales generation. The CSO Insights report found 81.7% of sales teams surveyed
felt very or significantly challenged by the lack of information and the time needed to research prospect
Sales suffer from lack of real time data. Even if processes for data management are implemented, in
many cases, they produce results well outside the time window for actionable sales operations. The acqui-
sition and processing of incorrect, inconsistent or outdated information leads to prolonged wait times while
data management systems analyze information. The CSO Insights study reports that 57.4% of companies
feel somewhat challenged by lack of available data and the time required to research a prospect, while an
additional 24.3% felt very challenged.
The window of opportunity for businesses to react is narrowing, so sales teams require
enhanced tools to take advantage of them. Opportunity costs lost to information retrieval can result
in a company with 1000 workers losing $300,000 a week or $15 million annually. Poor data management
can result in thousands of man-hours wasted weekly by sales personnel who must input and retrieve client
info. This can reduce productivity and increase operating costs due to higher number of employees, work
interruptions and poor decision-making.
50%Sales reps time devoted
to CRM input or other
81.7%Of sales teams felt very or
significantly challenged by the lack
of information and time needed to
research prospect information
The importance of pertinent, reliable data cannot be underestimated. According to SiriusDecisions,
companies with high quality data have 70% more revenue than those utilizing average quality data. CSO
Insights reports that among respondents, 65.1% felt their company has missed some opportunities due to
ineffective utilization of internal, external and social data about prospects, while 22.9% felt they had missed
Missed sales opportunities may be caused by the following key issues in data management:
1. Poor integration strategy. Integration of data sets without a coherent strategy tries to provide too
many things to too many people. All company stakeholders should present needs and integration
should focus on those objectives.
2. Garbage input. Various data acquisition mechanisms employ differing standards of data.
A high quality data management system will grade data and prioritize quality data from
3. Missing data sources. All data sets that can impact sales and business operations need to be
integrated. Missing key sources compromises the integrity of analytics.
4. Business evolution. Data management must change as the business model adapts to evolving
conditions. Social media is now a rising concern with many companies, but many data management
systems are incompatible with social data.
Do not know
No, we haven’t
8.3% Yes, many
Do you feel your company has missed
opportunities because sales representatives
cannot effectively leverage all of the internal,
external, and social inofmation available
Top Sales Productivity
Tips from the Experts
Avoid “shiny” new distractions. Do you love “shiny” new things... the latest gadgets,
breakthrough technology, and the 10 newest steps to success? Don’t let your love of
novelty distract you from those things that will help you achieve your sales success.
Schedule time on your calendar for essential sales activities like prospecting, then keep
Create manageable monthly chunks of leads. If your annual sales goal seems steep,
try breaking it into manageable monthly chunks of leads you need and new prospects to
close. Remember to account for the length of your sales cycle. How many months do
you really have to make sales that will close this year?
Start the right conversation. Your prospects don't have the time to pay attention to
what you wish they could buy. So instead of going into the details of your service, mention
how you were able to solve a similar problem for other clients. You'll open the door to a
bigger, better conversation.
—Kendra Lee is a Top 50 Sales & Marketing Influencer for 2012. She is a Prospect Attraction Expert,
president of KLA Group, and author of the award-winning book Selling Against the Goal and The Sales
Magnet (coming September 2012). Kendra Lee is a top IT Seller, Prospect Attraction Expert and author
of the award winning book Selling Against the Goal and president of KLA Group.
The great seller doesn’t have to convince anyone to buy. The great seller facilitates
a heart to heart conversation within which a very magical thing occurs. . .the buyer ends up
convincing the seller to sell!
—GuruGanesha Khalsa is the founder and CEO of the Sandler Sales Institute of Virginia,
which is known as one of the world’s premiere high tech sales training organizations.
If you’ve ever been on the receiving end of a call from a sales rep who has
nothing more relevant to say than referencing a recent download from the
company’s website (and who hasn’t?), receiving a call that provides valuable
information would be a welcome experience. The best way to achieve this outcome
is to provide easy visibility into integrated data that will help improve whom sales decides
to call as well as the quality of the conversation. Sales conversations that don’t provide
reciprocal value for both parties will not move the buying process forward. But manual
processes for information gathering are time intensive and less effective. The solution to
both better conversations and sales productivity lies in the quality and usability of infor-
mation made available to your sales team.
—Ardath Albee, CEO of Marketing Interactions, Inc., helps B2B companies with complex sales create
eMarketing strategies that use contagious content platforms to turn prospects into buyers. Ardath wrote
the book eMarketing Strategies for the Complex Sale, published by McGraw-Hill, and was recently
selected as one of the 50 Most Influential People in Sales and Marketing for 2012.
My top tips? Making decisions with your gut no longer makes sense. There's lots
of data at your fingertips. Leading indicators are better than lagging indicators. Which
metrics are you looking at? SFDC works for your sales team. Your sales team does not
work for SFDC. A sales process without job aides is like a dentist without tools to clean
teeth. By the time you get the sales appointment, the customer has done lots of research.
—Greg Alexander serves as CEO of Sales Benchmark Index (SBI), a professional services firm focused
exclusively on sales force effectiveness. Greg’s recent client list includes: Adobe, Eloqua, Reed Elsevier,
Emerson Electric, Fairchild Semiconductor, Forrester Research, Integrated Device Technologies,
Terremark, Ryder, Phase Forward, Safety-Kleen, Genzyme Biomedical, ConocoPhillips, Dow Jones,
Kronos, and others.
Sellers need to ensue that they are in control of their time, not the other way
around. Critical to that, is to put time aside for "Fire Fighting", the need to deal with
REAL client related emergencies. It is easy to predict the time required, and setting that
aside, most don't as a result they still need to deal with client emergencies, but don't have
enough time to complete all the things they need to succeed and deliver revenue goals.
—Tibor Shanto is a recognized speaker, sales leader, author and sought after trainer. Tibor is the coauthor of
an award winning book on Trigger Events Selling. A 25-year veteran of B2B sales with companies such
as Dow Jones, Reuters, and others. Called a brilliant sales tactician, Tibor helps organizations execute their
strategy by using the EDGE Sales Process to create the perfect combination of strategy, tactics, skills to
Don’t waste your time making 50 calls to 50 different prospects if there is no
way you can follow-up and repeat the process with the same 50 prospects at
least 4 more times. A huge mistake people make when prospecting is they think they’re
being efficient by calling or emailing a bunch of prospects once—and then they forget
Always have your plan in place before you start. With prospecting it’s better to
target and concentrate on the best prospects, rather than spraying and praying you’ll
have positive results. Successful prospecting happens when there is a plan, and when
you actually follow-up with the prospects you have contacted. In other words, don’t start
what you can’t finish.
—Mark Hunter, “The Sales Hunter,” is author of High-Profit Selling: Win the Sale Without Compromising
on Price. He is a sales expert who speaks to thousands each year on how to increase their sales
profitability. He was named one of the Top 50 Influencers in Sales by Top Sales World. To receive a free
weekly sales tip and read his Sales Motivation Blog, visit www.TheSalesHunter.com. You can also follow
him on Twitter, on Facebook and on Linkedin.
Companies are increasingly aware of the need for improved data acquisition across a
multitude of marketing channels. This data, especially from social media, is rising into the terabyte
range which is too large for conventional CRM systems to manage. In order to optimize customer
interaction with sales personnel, data management systems must be able to:
1. Produce cross channel reporting, analytics, media and targeting
2. Provide end-to-end metrics
3. Provide real time, actionable insights
4. Reduce barriers between different teams, markets and brands
5. Improve time management
Providing up to the minute information about prospects, their current market situation and
impending changes in the business environment helps prepare sales teams for critical sales
meetings. The majority of respondents in the CSO study believed that having world-class data and real
time insights would improve sales. A total of 98.6% of respondents felt sales effectiveness would benefit
from Big Data.
How Big Data Improves Sales
Which of the following statements best
reflects the impact that world class data
access and real-time insights will have
on winning deals?
Big Data would improve sales through increasing time devoted to making sales, prospecting
efficacy, lead conversions, shortened sell cycles and improved forecasting of win rates. In many
companies the sales division is involved in Big Data strategies, but are relegated to participatory roles rather
In spite of a minor role in Big Data strategies, sales teams are expected to benefit from the
utilization of Big Data. With 49.5% of respondents supporting the view that sales would increase from
Big Data, while 22% stating the increase in sales would be substantial, the majority of professionals believe
Big Data would dramatically improve sales win rates.
Do not know
What impact do you think a
Big Data strategy could have
on sales effectiveness?
Who is responsible for your
Big Data strategy?
n LEADING ROLE
n ACTIVE PARTICIPANT
n NOT INVOLVED
Lattice is revolutionizing sales by harnessing Big Data to develop the most informed sales pros, engaging
the most receptive customers in the most compelling ways. Our Big Data analytics platform, salesPRISM,
delivers real-time, actionable, account-specific insight directly to sales reps via CRM, email or mobile
devices. Fortune 5000 companies rely on Lattice to generate more pipeline opportunity and close more
deals, improving sales performance by 15 percent or more.
Our ‘secret sauce’ is the application of predictive analytics to extract deep, real-time insight about
customer needs and behavior. salesPRISM Big Data analytics platform makes it possible for inside and
field sales people to ground their every-day actions (i.e., who should I call, what should I say) based on
Hundreds of thousands of sales pros worldwide have already become A players. It’s now time for you
to save time and sell more. Close more deals and meet your quotas every time by using salesPRISM
For more information, visit www.lattice-engines.com or call 1-877-460-0010.