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There is a major difference between data and intelligence. Most companies are very familiar with using sales data for their sales teams. As a sales person I was spending a good portion of my days digging through places like blogs, LinkedIn and Jigsaw for information on companies and the decision makers.
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I haven’t found a one stop shop that provided all of the updated information I needed as a sales person. Company size, location, revenue, industry focus and most important was relevant business events. Now with social media being a major initiative by businesses there is a flood of information being pushed online through blogs, Twitter and other social networks that can put a sales person in a catatonic state from information overload.
A sales team focused on moving deals through the sales cycle to close has very limited bandwidth to do all of the searching needed to get updated relevant information and therefore they typically only check a couple sources, assume the information is correct and then they act on that data. The problem that we all know is that data pulled from these sources is not always the most up to date and in some cases the information is just wrong. So even with a small amount of research you could still spend the first part of your call fumbling around to get to the meat of the conversation.
Sales data is a necessity for an effective sales team. But the data is really only the first step. What’s needed is turning that data into intelligence that can be acted on.
Taking all of that data and pulling it together to make an action plan is the next evolution of the sales process. This is referred to as Sales 2.0 and changes a sales person from hunting down information on their accounts to being able to filter through the sea of data and focus on the important information that can be used to get a deal closed.
Real sales intelligence is not offered by a single source like Hoovers but in a combination of hundreds of sources that can be aggregated so it provides a real view of the company and employees.
This is the process that SalesView is taking with company data. Why would any sales person rely on one source for their data when information is literally in thousands of places? Using better tools as a sales person can increase your pipeline and closed deals.
You can also read a guest post on Social Media B2B by our CEO on Converting B2B Sales Data into Social Intelligence