Insights & Tips

Already a subscriber? Login

Become a subscriber and unlock an information arsenal focused on making your sales operation more effective.

Five Reasons Sales Analytics Bombs

Despite all of the lofty promises and hype surrounding sales and pipeline analytics, a lot of groups end up scratching their heads when it comes to results.

They’ve gathered the data, configured the views, and started generating performance reports. But after doing this for a while, they can’t help noticing that things are pretty much the same as they’ve always been, and sales performance hasn’t rocketed up-and-to-the right.

What gives? Did these groups just fall for an overblown sales pitch?

In our research, we’ve found that the struggle to deliver on the promise of sales analytics and generate meaningful results can often be traced to a small handful of root-causes and contributing factors:

  1. Weak or Nonexistent Objectives—Do you have analytics goals? Do your goals include powerful things like increasing close-rates, wallet-share, etc?
  2. Reporting Instead of Diagnosing—Are you just reporting on what’s happening? Or are you digging into the data to figure-out why things are happening?
  3. Viewing All Deals As the Same—Are you comparing apples to oranges? Or are you segmenting your customers and deals to get more accurate views?
  4. Looking Back Instead of Forward—Do you just look at what’s already happened in the past? Or are you looking to predict what should happen in the future?
  5. Describing Rather Than Prescribing—Do you expect salespeople to decipher the data and determine what to do? Or are you prescribing the correct actions?

The good news is that each of these problems and issues is fixable. And none of the solutions are particularly difficult or cost-prohibitive. In fact, correcting some of these deficiencies may simply be a matter of changing your mindset or perspective.

So, while there may indeed be a lot of hype surrounding sales analytics, that shouldn’t become an excuse for mediocre results. Yes, the sales pitch for sales analytics usually omits some critical information. But make no mistake, the underlying promise is real.

To learn more about what leading sales operations are doing to generate more meaningful results from sales analytics, check out these on-demand resources:

Get Immediate Access To Everything In The SellingBrew Playbook

Related Resources

  • Exploring the Principles of Sales Process Excellence

    There's a big difference between just "trying to improve" in a general sense and using a fact-based method for driving systemic improvement. In this expert interview, Michael Webb discusses applying the time-tested principles of process improvement to B2B sales.

    View This Interview
  • Assessing Your Sales Operation

    How do you know how your sales capabilities really stack up? How can you tell? In this on-demand webinar, learn how to leverage "3 P" assessments to figure out where you're at and where you need to improve.

    View This Webinar
  • Exceptional Sales Ops Teams

    Sales Ops is still evolving and there are no long-standing rules for how everything should work. But there's a lot to learn from teams with a track record of success. In this on-demand webinar, we explore the common traits and mindsets of successful Sales Operations groups.

    View This Webinar
  • Assessing Core Sales Skills in the Hiring Process

    Relying on first-impressions, intuition, and gut-feel is just too risky when hiring salespeople today. This guide explores new options for infusing more objectivity and science into the process of finding good salespeople.

    View This Guide