Sales Analytics Are Helpful But Underused
Destination CRM, Tuesday, March 5th, 2024
Eighty-four percent of sales leaders agreed that sales analytics has had less influence on sales performance than expected, according to a new Gartner survey.
'With analytics comes the expectation of transformative decision making, but the reality is that many organizations struggle to produce actionable insights regarding their most important decisions,' says Kelly Fischbein, senior principal of research in the Gartner sales practice.
The research firm had initially expected sales leaders to be more reliant on sales analytics, according to Fischbein, who says that the most surprising thing about the survey was how analytics were failing to meet expectations.
Chief sales officers need to turn to analytics as the world moves to more data-driven decisions, Fischbein adds, noting that the need to understand and stay ahead of changing customer behavior prompts many analytics teams to seek additional data on customer activity across channels.