Data Driven How Performance Analytics Delivers Extraordinary Sales Results

Data Driven is a uniquely practical guide to increasing sales success, using the power of data analytics. Written by one of the world's leading authorities on the topic, this book shows you how to transform the corporate sales function by leveraging big data into better decision-making, more informed strategy, and increased effectiveness throughout the organization. Engaging and informative, this book tells the story of a newly hired sales chief under intense pressure to deliver higher performance from her team, and how data analytics becomes the ultimate driver behind the sales function turnaround. Each chapter features insightful commentary and practical notes on the points the story raises, and one entire chapter is devoted solely to laying out the Prescriptive Action Model step-by-step giving you the actionable guidance you need to put it into action in your own organization.

Predictive and prescriptive analytics is poised to change corporate sales, and companies that fail to adapt to the new realities and adopt the new practices will be left behind. This book explains why the Prescriptive Action Model is the key corporate sales weapon of the 21st Century, and how you can implement this dynamic new resource to bring value to your business.

• Exploit one of the last remaining sources of competitive advantage
• Re-engineer the sales function to optimize success rates
• Implement a more effective analytics model to drive efficient change
• Boost operational effectiveness and decision making with big data

There are fewer competitive edges to gain than ever before. The only thing that's left is to execute business with maximum efficiency and make the smartest business decisions possible. Predictive analytics is the essential method behind this new standard, and Data Driven is the practical guide to complete, efficient implementation.

JENNY DEARBORN is a leading authority on sales enablement and training, with expertise in big data and predictive analytics. As Senior Vice President and Chief Learning Officer for SAP, she designs and drives employee learning and enablement strategy. Dearborn was recognized as one of the 50 Most Powerful Women in Technology in 2014 by the National Diversity Council, and through the Fortune Most Powerful Women Network, she is a mentor for the U.S. State Department to female entrepreneurs in developing countries. Her team was named by eLearning Magazine the #1 top performing corporate learning organization in the world in 2013.

Preface xi

Here’s the Crux xii

Sharpen Your Competitive Edge xiii

The Birth of a Vision xvi

What You Can Expect from This Book xvi

Going Holistic xviii

In the Beginning … xix

Chapter 1: Playing the Blame Game 1

Chapter 2: Pulling Back the Curtain 27

Chapter 3: Changing Mindsets 49

Chapter 4: Finding the Keys 69

Chapter 5: Describing What Happened 95

Chapter 6: Diagnosing What’s Wrong 121

Chapter 7: Predicting What’s Ahead 145

Chapter 8: Prescribing What to Do 171

Chapter 9: Celebrating Success 195

About the Author 211

Index 213

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