I have been following advances in sales analytics since the 1990s. Over the last five years, however, I have seen evolution, not innovation. In most cases the information that analytics provides is too complicated and not contextualized enough for sales people who are not analytics experts to understand, let alone take action on. As I pointed out in my 2017 research agenda on sales, analytics is essential for planning that improves the impacts of sales efforts and meets the goals of the organization.
Topics: Big Data, Sales, cloud computing, Product Information Management, Sales Performance Management, analytics, Billing and Recurring Revenue, Digital Commerce, Sales and Operations Planning, Machine Learning and Cognitive Computing, Sales Enablement and Execution, Machine Learning Digital Technology, Collaboration for Business, Sales Planning and Analytics
Cloudera provides database and enabling technology for the big data market and overall for data and information management. As my colleague David Menninger has written, the big data and information management technology markets are changing rapidly and require vendors to adapt to them. Cloudera has grown significantly over the last decade and now has approximately 1,000 customers and provides support and services in countries around the world. Its product and technology strategy is to provide a unified data management platform, Cloudera Enterprise, that can meet the data engineering and science needs for a range of analytic and operational database applications. Its primary focus is its Enterprise Data Hub, which as a data lake can handle organizations’ big data and analytical needs. As David Menninger asserts, the data lake is a safe way to invest in big data. It also helps shift the focus away from the V’s (volume, velocity and variety) of big data to the A’s, which are analytics, awareness, anticipation and action.
Topics: Big Data, data science, Machine Learning, cloud computing, Business Intelligence, Data Governance, Data Integration, Data Preparation, Internet of Things, Cognitive Computing, Information Optimization, analytics, digital technology, Cybersecurity
I am happy to provide my personal perspective on the potential of sales organizations, processes and technology to supercharge business activity in 2017. The sales processes of organizations – whether they involve digital commerce or direct or indirect physical selling – should be part of continuous optimization efforts to reach maximum results. To do this, the people leading and running sales processes must be able to use technology that supports their responsibilities and analyzes the crucial information coming into the business. For almost 15 years, we have advocated for sales applications and tools that are necessary to optimize sales effectiveness and improve the outcomes of their sales efforts. The available portfolio is much larger than sales force automation (SFA) and involves more than the continued use of CRM, which has clear limits in its ability to manage customer relationships. The applications on offer include many facets of sales: coaching, compensation management, contract management, configure price quote (CPQ), forecasting, quota and territory management, planning and optimization, pricing and revenue optimization, and target or market intelligence. New applications designed for sales also enable digital effectiveness that can transform organizations. Let me provide my perspective on six topics that are shaping the way sales can and should operate in 2017, and which are part of our sales research agenda for the year.
Topics: Big Data, Sales, Machine Learning, Mobile Technology, cloud computing, Product Information Management, Sales Performance Management, analytics, digital technology, Billing and Recurring Revenue, Digital Commerce, Operations & Supply Chain, Sales and Operations Planning, Machine Learning and Cognitive Computing, Sales Enablement and Execution, Collaboration for Business