CHAPTER 5
Lead Information: What You Need to Know before Launching New Sales Activities
If I could optimize your sales by telling you which customers you should sell what to and when—would that be of any interest to you?
This chapter is about how you can use customer analytics to improve your sales processes to your existing customer base. Since this can be done in many ways depending on the maturity of your information systems, the beginning of this chapter leads you toward a section that might serve as inspiration for you, taking your current situation into account. Each of these sections then focuses on the relationship among data, analytical methodology, and how you can integrate the results into the way that you do business. If you would like to read more about change management, stakeholder management, conflict resolution, and so on, read the first half of Chapter 3 as inspiration.
Either you are reading this book from one end to the other or you are reading this chapter because Chapter 2 recommended that you do so. This chapter focuses on how customer analytics can support your organization in getting new customers. Strategic reasons for focusing on acquisition processes may include:
- Your objectives clearly indicate that your success is directly linked to your ability to acquire new customers.
- You are placed in sales with no responsibility for what happens after the contract is closed.
- You are strategically positioned in a market with a relatively low penetration compared ...
