Most company executives know they need to jump on the big data bandwagon. They understand that having access to big data analytics can help them raise sales productivity, and so they’ve sourced a solution to take advantage of gathering and indexing their internal data. Maybe they’re even enlightened enough to look outside of their own sales data into the wild, wild Web for information on their customers.
But is the data they’re collecting really helping their employees? In an enterprise—and even within the same sales organization—it’s unlikely that employees will all benefit from the same business intelligence. A sales rep is unlikely to care about the buying activity of another account; and a VP certainly doesn’t have enough time to look at every customer and prospect in great detail (that’s why they have sales reps and account managers in the first place!).
It’s well known that if someone doesn’t find a product useful to them personally, even if it’s a great product in and of itself, they simply won’t use it—and that’s not helping sales productivity, which is the reason it was introduced in the first place. But what if they could customize the product to fit their needs exactly? The same holds true for big data: for data to be truly helpful to each and every employee, the business intelligence has to be personal.
Let’s take a deeper look at the differences between what an SVP needs to know versus what an account manager needs. According to Anthony Iannarino on SalesGravy, his number one non-personnel focus is ensuring a healthy pipeline. To do that, he is focused on:
The sales rep, on the other hand, is involved in the nitty gritty:
It’s clear that the two have very different priorities, so giving them the same information is not only inefficient, they won’t use it—so it won’t be effective. By giving each of them business intelligence customized to their needs, however, allows each of them to target what’s most useful to them. The account managers can see their target accounts and geographies to help plan out their next sale, and the SVP can strategize a more informed direction of attack, raising the sales productivity of the entire organization.