Today, the role of data in enterprise B2B sales is no longer a question of if or when. Gone are the days of fighting to get sales leaders “bought-in” on data—they’re already there. 79% of sales teams currently use or plan to use sales analytics (i.e., data) to increase efficiency. 

Digitally mature companies are twice as likely as lower-maturity ones to report net profit margins and annual revenue growth significantly above their industry average.

Source: 2021 Deloitte Digital Transformation Executive Survey

While most enterprise companies have matured past questions around the value or utility of data, it’s the questions around how to use data to increase productivity, improve processes, and capture more revenue consistently that are more difficult to answer.

The Three Pillars of a Data-Driven Sales Strategy 

While it may seem like a daunting task, the reality is that most businesses already have the building blocks they need to architect a data-driven strategy; all they need is help connecting the dots. 

That’s where establishing a framework, like the one below, can help. Broken out by role, this framework can be used as a guideline to help sales leaders, managers, and RevOps think through how they could apply a “data lens” to their existing workflows and responsibilities.

While this framework helps set up guardrails around where data could be applied across users and workflows, it still can be challenging to identify what types of data each role should be leveraging as it applies to their goals.

To help answer that, let’s take a closer look at some of the ‘quick hits’ for sales leaders to support their workflows.

The ‘Know Before You Go’ Checklist for Sales Leaders

ICP and Persona Definition

Which personas are most commonly involved in deals? What roles do they play in the buying decision? And more importantly, how does the presence of particular roles affect win rates or deal size? 

To answer these questions, leaders should consider the following data sources:

✓ Activity type (email, meetings, phone calls, etc.)

✓ Historical meetings with departments

✓ Engagement history

✓ Efficacy of single- versus multi-threading deals

Territory Design

How are reps prioritizing the accounts within their territories? Are they over-extended in specific accounts but absent in others? How do you gauge whether reps can take on more or if they’re reached capacity? 

To answer these questions, leaders should consider the following data sources:

✓ Touch points per account

✓ Time spent per account

✓ Number of customers engaged per deal

✓ How many accounts actively being worked per rep

✓ Amount of touch points on past successful deals

GTM Alignment 

How are we aligning sales and marketing towards shared goals? How do we track what happens to leads passed to sales? How do we measure the effectiveness of campaigns?

To answer these questions, leaders should consider the following data sources:

✓ Opportunity contact role creation + matching

✓ Engagement linked with opportunities in your CRM

✓ Activities, time, details for each persona

✓ Number of leads assigned versus engaged

Building the B2B Sales Engine 

Sales leaders have the opportunity to turn a functional sales engine into a turbocharged machine. Automating processes to drive efficiencies and using data to drive real-time insights will produce new opportunities to connect better and more authentically with prospects, teach sellers to get better, influence positive outcomes, and achieve forecasts. Embracing data in every aspect of operations will take sales from good to great, from serviceable to stellar, in very short order.

If you’re ready to bring data to the forefront of your sales strategy, we can help. Reach out to a member of our team to learn how.