The Very Real Tension Between Analytics and Sales

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I know I can be a perfectionist but, when all is said and done, it boils down to productivity and trying to help everyone be the best that they can be.


I recently had a stimulating conversation with my sales leaders and had to take a very deep breath as one of them classed analytics and system usage as ‘documentation.’ It was at that point I realized that I had failed my team and that they really did not understand what we were trying to achieve.

Very few things come naturally to me but maximizing my time as an Account Executive was like walking – it just made sense from the very first step into the corporate world of sales. Believe me this was for a very specific reason – I wanted to make as much money as possible!

If an activity isn’t going to make you money, then why do it? I was a big believer in treating my time as billable, I was a Management Consultant of sorts who wanted to maximize every minute of every day. It wasn’t that I enjoyed logging every meaningful call, meeting and pertinent piece of information – it was about efficiency and leverage:

  • When contacting a high volume of prospects how could I possibly remember all of the conversations?
  • When would I know when to call people back?
  • How could I ensure I wouldn’t be forgotten?
  • How would I know what was working and therefore what to do more (or less!) of?

20 years later I am taking all of my life’s experiences and am focused on building a truly great business that delivers outstanding results for our customers and rewarding careers for all those involved. We want to be the best at everything we do and this depends greatly on an outstanding sales engine.

To me, using a CRM appropriately is about making more sales more efficient. Introduce today’s marketing automation tools such as Pardot, without which data is useless – and it seems like a no brainer that sales should be recording that data to help themselves get a greater return on their time. Forecasts from Gartner anticipate that the CRM market will be worth $36.4 billion worldwide by 2017. Then why according to most analysts is CRM adoption languishing in the 50% range?

Lack of training, poor workflows and data are all relevant but just excuses to me. Analytics, sales and dare I say it, CRM adoption are intrinsically linked – lets stop fighting it once and for all.  Time is precious – make the most of it!

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Follow Bert Morano:

Founder and Executive Chairman

As a life-long consultant himself, Bert founded Solving IT in 1992 with the vision of transforming IT departments within Fortune 1000 companies. Under his leadership, and with support from many valued team members along the way, the one-man shop he started is approaching 25 years of excellence in the IT solutions and recruitment industry and has employed over 800 consultants and full-time employees in its tenure. He continues to be a hands-on leader and is a key supporter of a fun and productive work environment, as well as the IT recruitment industry overall.