(From SocialMediaB2B, by Umberto Milletti)
Given the explosive growth in business and social data, it would be natural to assume that B2B sales and marketing professionals have access to a wealth of new information to learn about and engage the savvy, social buyer we call Customer 2.0. However access to so much data comes with a hefty productivity price tag. Finding the relevant nuggets is a lot like looking for a needle in an ever growing haystack – not to mention the effort required to reconcile all the data inaccuracies and conflicts that inevitably arise from the multiple “sources of truth.” So the question for the B2B professionals should not be how they can gain access to even more prospect data, but rather how easily they can distill this mountain of data into actionable intelligence to engage their prospects in a meaningful manner.
So how is sales data different than sales intelligence?
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