Always an interesting one this, it would seem your sales reps would be more productive if they had more data.
The problem with most sales teams is that they have data, but it's the wrong data. The other issue is this drive to personalisation. But you and I don't want personalisation, we want relevance. Subtle difference.
Obviously this article is trying to sell a tool, if only you had this tool you would sell more. Actually if your people were social sellers you can do all this and you can save the money on the tool that we know nobody will use anyway.
Social will allow you to scale your sales team, social will allow you to see which of your sales team are contributing and of course, which ones are not. Social is also by far the most efficient and effective way to implement ABM and gain share of wallet.
A recent survey conducted by Bain & Company of 870 B2B executives worldwide shows the extent of the challenge. Fewer than one-fifth of respondents said they have a data-driven, quantified understanding of the total market opportunity and untapped customer potential. Even fewer regularly determine required sales capacity and coverage based on this market opportunity. And fewer than one-quarter have an account management process that identifies critical actions, such as cross-selling opportunities, based on understanding how customers make decisions.