Even as other parts of business have reoriented around data, sales and marketing have been allowed to function as though they’re black arts, with their practitioners going about their trades mysteriously, doing things for reasons only they know. Sometimes the result is a great quarter. Other times, not so much. Sales and marketing always have generated metrics — but given the difficulty of discovering and organizing them, many managers have fallen back on instinct and experience to make decisions.
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5 Ways Data Denial Hurts Marketing and Sales
Posted by: Christopher J. Bucholtz October 6, 2014 01:26 PMEven as other parts of business have reoriented around data, sales and marketing have been allowed to function as though they’re black arts, with their practitioners going about their trades mysteriously, doing things for reasons only they know. Sometimes the result is a great quarter. Other times, not so much. Sales and marketing always have generated metrics — but given the difficulty of discovering and organizing them, many managers have fallen back on instinct and experience to make decisions.