Marketing and Sales Analytics: Proven Techniques and Powerful Applications from Industry Leaders

2. Access to Data—Too Often Taken for Granted

Getting to Data: Historical Models and Patterns

Here is a history of the Business-IT relationship in the realms of marketing and sales that more or less describes the average experience. Most firms will fall into a classic bell-curve distribution around this mean of the truth. Try to place yourself and your organization in this range to assess how much work is ahead of you to get to the data access you need.

The Paleo-Analytic Era

For most of the twentieth century, sales and marketing executives used relatively less accountable channels (including TV, print, radio, and events) to stimulate awareness, help somewhat more accountable channels (including direct mail and outbound phone) to generate ...