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Secrets of Data-Driven
Sales Managers
A look at how today's sales leaders
interact with their data.
Modern sales teams live and breathe data. From identifying opportunities to
understanding performance, having the numbers ...
FINDINGS
Sales leaders need data
to do their jobs well.
DATA - DR I V E N S A LE S SURV E Y • FINDING S
Data is critical for more than
96% of sales leaders.
84% rely on data to
d...
Sales leaders want up-to-date information.
(And they’re not getting it.)
DATA - DR I V E N S A LE S SURV E Y • FINDING S
90% say real-time access
to data is important.
66% can't access their
data...
DATA - DR I V E N S A LE S SURV E Y • FINDING S
65% say it takes too long to
receive insights from their data.
DATA - DR I V E N S A LE S SURV E Y • FINDING S
71% struggle with slow data analysis.
35% said it takes at least a few
hou...
Sales leaders are concerned about
the accuracy of their data.
DATA - DR I V E N S A LE S SURV E Y • FINDING S
51% of sales leaders are concerned
their data isn’t accurate.
Access to data is not only slow―it's elusive.
DATA - DR I V E N S A LE S SURV E Y • FINDING S
60% have to wait for somebody else
for access to their data.
38% have no a...
DATA - DR I V E N S A LE S SURV E Y • FINDING S
of sales leaders say it’s too difficult to get
meaningful insights from thei...
Data is overwhelming sales leaders.
DATA - DR I V E N S A LE S SURV E Y • FINDING S
53% feel overwhelmed by the
volume of their data.
38% don't know what to d...
DATA - DR I V E N S A LE S SURV E Y • FINDING S
Problems sales leaders have with their data:
frustrating
slow
too hard to ...
Sales leaders want a better way
to consume their data.
DATA - DR I V E N S A LE S SURV E Y • FINDING S
38% have to use
more than 4 systems.
59% of sales leaders must use
1-3 sys...
DATA - DR I V E N S A LE S SURV E Y • FINDING S
92%of sales leaders want to see
data in a single dashboard.
Only 31% can.
...
would consume sales data more often if they
could see it in real time.
66%
DATA - DR I V E N S A LE S SURV E Y • FINDING S
73% would consume data more often if they could see it in one place.
DATA - DR I V E N S A LE S SURV E Y • FINDING S
DATA - DR I V E N S A LE S SURV E Y • FINDING S
87%think it’s important to have access
to sales data on all their devices.
Sales leaders spend too much time reporting.
DATA - DR I V E N S A LE S SURV E Y • FINDING S
41% of sales leaders are responsible
for creating their own reports.
DATA - DR I V E N S A LE S SURV E Y • FINDING S
39% spend at least a few hours
per week creating and analyzing reports.
21...
DATA - DR I V E N S A LE S SURV E Y • FINDING S
Sales results are typically consumed as:
third-party vendor (7%)
spreadshe...
DATA - DR I V E N S A LE S SURV E Y • FINDING S
Sales results are typically delivered as:
PowerPoint (12%)spreadsheets (36...
Reporting needs a serious reboot.
DATA - DR I V E N S A LE S SURV E Y • FINDING S
Only 2% of sales leaders rate their relationship
with their sales data an ...
DATA - DR I V E N S A LE S SURV E Y • FINDING S
83% of respondents gave their
organization lower than a B- when it
came to...
ME THODOLOG Y
DATA - DR I V E N S A LE S SURV E Y • DE MOGR A PHIC S
More than 400 sales leaders
completed the survey.
Of those surveyed...
8%
VPs
7%
CEOs
2%
Presidents75% of respondents were
managers and above. 26%
Directors
31%
Managers
DA...
Great mix of big and small companies:
DATA - DR I V E N S A LE S SURV E Y • DE MOGR A PHIC S
$500 million-$1 billion (7%)
...
Great mix of big and small companies:
DATA - DR I V E N S A LE S SURV E Y • DE MOGR A PHIC S
501-5,000 (21%)
employees
5,0...
Sales leaders need timely access to data in order to do their jobs well, but
most of them don’t have it. Those who do, how...
Secrets of Data-Driven Sales Managers
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Secrets of Data-Driven Sales Managers

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When sales leaders have real-time data at their fingertips, they’ll always be more efficient and successful. Whether it’s identifying opportunities, understanding who top performers are, validating forecasts, highlighting neglected opportunities, or developing talent, better and faster access to real-time data generates more revenue.

But running a data-driven sales org is not an easy task.

Domo polled more than 400 sales leaders and managers across a range of industries to understand their relationship with data. 73 percent of survey respondents said they would consume data more if they could see it one place, and 66 percent said they would consume data more if they could see it in real time.

The problem is, sales leaders often can’t access the data they need. It’s a company’s responsibility to turn data-hungry sales pros into data-driven selling machines. Every minute a sales rep spends creating or analyzing reports takes time away from prospects and customers. Non sales activities are killers in terms of nailing your number.

Published in: Sales
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Secrets of Data-Driven Sales Managers

  1. 1. Secrets of Data-Driven Sales Managers A look at how today's sales leaders interact with their data.
  2. 2. Modern sales teams live and breathe data. From identifying opportunities to understanding performance, having the numbers on your side helps you lead with confidence. Our Data-Driven Sales Survey polled more than 400 sales leaders to see how this plays out in the trenches. Can sales organizations access the data they need? Are they confident in its accuracy? Are they using it effectively? We asked hard questions—and the answers surprised us. INTRODUCTION
  3. 3. FINDINGS
  4. 4. Sales leaders need data to do their jobs well.
  5. 5. DATA - DR I V E N S A LE S SURV E Y • FINDING S Data is critical for more than 96% of sales leaders. 84% rely on data to do their jobs well.
  6. 6. Sales leaders want up-to-date information. (And they’re not getting it.)
  7. 7. DATA - DR I V E N S A LE S SURV E Y • FINDING S 90% say real-time access to data is important. 66% can't access their data in real time. ( )BUT
  8. 8. DATA - DR I V E N S A LE S SURV E Y • FINDING S 65% say it takes too long to receive insights from their data.
  9. 9. DATA - DR I V E N S A LE S SURV E Y • FINDING S 71% struggle with slow data analysis. 35% said it takes at least a few hours to get the data they need. 31% said it takes a couple of days or more.
  10. 10. Sales leaders are concerned about the accuracy of their data.
  11. 11. DATA - DR I V E N S A LE S SURV E Y • FINDING S 51% of sales leaders are concerned their data isn’t accurate.
  12. 12. Access to data is not only slow―it's elusive.
  13. 13. DATA - DR I V E N S A LE S SURV E Y • FINDING S 60% have to wait for somebody else for access to their data. 38% have no acces to data they need.
  14. 14. DATA - DR I V E N S A LE S SURV E Y • FINDING S of sales leaders say it’s too difficult to get meaningful insights from their data. 65%
  15. 15. Data is overwhelming sales leaders.
  16. 16. DATA - DR I V E N S A LE S SURV E Y • FINDING S 53% feel overwhelmed by the volume of their data. 38% don't know what to do with their data when they get it.
  17. 17. DATA - DR I V E N S A LE S SURV E Y • FINDING S Problems sales leaders have with their data: frustrating slow too hard to access hard to understand inaccurate behind irrelevant not enough time complex unreliable not mobile desktop only disparate overwhelming don’t know what to do with it not up to date don’t know what to measure not always accessible lack of confidence
  18. 18. Sales leaders want a better way to consume their data.
  19. 19. DATA - DR I V E N S A LE S SURV E Y • FINDING S 38% have to use more than 4 systems. 59% of sales leaders must use 1-3 systems to track goals and priorities.
  20. 20. DATA - DR I V E N S A LE S SURV E Y • FINDING S 92%of sales leaders want to see data in a single dashboard. Only 31% can. ( )
  21. 21. would consume sales data more often if they could see it in real time. 66% DATA - DR I V E N S A LE S SURV E Y • FINDING S
  22. 22. 73% would consume data more often if they could see it in one place. DATA - DR I V E N S A LE S SURV E Y • FINDING S
  23. 23. DATA - DR I V E N S A LE S SURV E Y • FINDING S 87%think it’s important to have access to sales data on all their devices.
  24. 24. Sales leaders spend too much time reporting.
  25. 25. DATA - DR I V E N S A LE S SURV E Y • FINDING S 41% of sales leaders are responsible for creating their own reports.
  26. 26. DATA - DR I V E N S A LE S SURV E Y • FINDING S 39% spend at least a few hours per week creating and analyzing reports. 21% spend an entire day or more each week creating and analyzing reports.
  27. 27. DATA - DR I V E N S A LE S SURV E Y • FINDING S Sales results are typically consumed as: third-party vendor (7%) spreadsheets (43%) dashboards (24%) email (13%) other (13%)
  28. 28. DATA - DR I V E N S A LE S SURV E Y • FINDING S Sales results are typically delivered as: PowerPoint (12%)spreadsheets (36%) dashboards (19%) email (16%) other (17%)
  29. 29. Reporting needs a serious reboot.
  30. 30. DATA - DR I V E N S A LE S SURV E Y • FINDING S Only 2% of sales leaders rate their relationship with their sales data an A- or better.
  31. 31. DATA - DR I V E N S A LE S SURV E Y • FINDING S 83% of respondents gave their organization lower than a B- when it came to leveraging data — equivalent to a 2.30 GPA. 38% would grade their company below a C-—equivalent to a 1.30 GPA.
  32. 32. ME THODOLOG Y
  33. 33. DATA - DR I V E N S A LE S SURV E Y • DE MOGR A PHIC S More than 400 sales leaders completed the survey.
  34. 34. Of those surveyed... 8% VPs 7% CEOs 2% Presidents75% of respondents were managers and above. 26% Directors 31% Managers DATA - DR I V E N S A LE S SURV E Y • DE MOGR A PHIC S
  35. 35. Great mix of big and small companies: DATA - DR I V E N S A LE S SURV E Y • DE MOGR A PHIC S $500 million-$1 billion (7%) in revenue $1 billion+ (21%) in revenue $0-10 million (33%) in revenue $10-500 million (39%) in revenue
  36. 36. Great mix of big and small companies: DATA - DR I V E N S A LE S SURV E Y • DE MOGR A PHIC S 501-5,000 (21%) employees 5,001-10,000 (5%) employees 0-50 (20%) employees 51-500 (29%) employees 10,000+ (17%) employees
  37. 37. Sales leaders need timely access to data in order to do their jobs well, but most of them don’t have it. Those who do, however, often lack confidence in their data’s accuracy. In a data-rich world, many sales leaders are overwhelmed by the amount of information available, and spend hours each week creating reports. Ultimately, only 2% of survey participants would rate their relationship with sales data as an A- or better. Domo transforms the way sales leaders take care of business. See for yourself how Domo can help you do the same. CONCLUSION

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