Commercial Intelligence: The key to the success of your sales machine.

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Investing in Business Intelligence can be the key to boosting your sales machine. Want to know how? Stay with us in this post and we’ll explain it to you!

Sales team complaining about the quality of leads delivered by marketing? Or the marketing team claiming that they generated a volume of leads, but sales failed to convert them?

Generating quality leads is not an easy task, and converting leads into sales is not an easy task either. Competition between teams is more common than you might think.

We already have a post explaining what Business Intelligence is and, as a bonus, some hacks to be successful with it, but, in short, they are strategic actions that help anticipate business scenarios based on the collection and analysis of information.

Where do I start?
Before we talk about Business Intelligence strategies whatsapp data their stages, we reinforce the importance of good planning to understand what type of strategy and where we will implement it, as well as for which product or market.

If you have more than one product or service, some guiding questions to help you choose which one to invest in first are:

What product has the best ROI?
Am I focusing on rapid growth? (Where the focus would be on products with shorter cycles);
Do I need large accounts? (Where the focus would be on larger revenue products, usually larger cycles as well).
What are the next steps?
Once we understand and define the focus to be worked on, we have the basis to execute the steps of the Commercial Intelligence process: Collection, Organization, Analysis and Dissemination.

COLLECT
It's no secret that we live in the Information Age, or even in an excess of it. According to Gartner 's research , we generate 2.2 million terabytes of data every day, and it is this amount that makes it possible to collect data from your potential customers, your competitors, your market, or any other information to target an effective business strategy, as we have already said, anticipating scenarios.

Use your customer base to understand commonalities between the accounts defined as your acquisition priority (size, segment, region, technologies used, which of your products interested them first, recent investments received…).

But where to start? Where to find this data? What to do with all this data?

ORGANIZATION
All this data is taken from different sources, such as the Federal Revenue Service, social networks, websites and which, in addition to providing it in different formats, may include invalid information.

Who has never called the company's number registered with the CNPJ and come face to face with the accounting office?

It is at this stage of the organization that all this data is cleaned, enriched, validated and automated. It is a slow, tiring and harmful process for your business process if done manually, but it can be done through spreadsheets or platforms with BI behavior, such as Intexfy.

ANALYSIS
With all the data organized, we enter the stage where we anticipate scenarios and raise hypotheses by cross-referencing all the information previously collected.

Changing segment, approach, sales methodology, call frequency, volume, understanding which data is most effective for prospecting and sales, all these experiments will be based on data, both pre and post experimentation.

It's no longer possible to test strategies based on guesswork, right? We are in the Information Age, don't be out of date!

DIFFUSION
We have reached the final stage of the entire Commercial Intelligence strategy, with all the data in hand and understanding your potential customers and market, this is when this information is disclosed.

Depending on who will consume the collected data, reports can be issued in a personalized manner for a director, manager, coordinator, salespeople and marketing analysts.

Using the format that best fits your company's needs (email, newsletter, bulletin board, etc.), you share information with the marketing and sales teams, aligning the data collected, the experiments to be carried out and where each person should focus on their performance, giving you more control over deliveries and sales strategies.