Introduction

This is a book of, by, and for senior executives who want to build marketing and sales analytics capabilities that will produce significant competitive advantages for their firms.

The core idea of this book is that successful marketing and sales analytics is much more about creating and sustaining conditions for success than it is about the brilliance of any particular insight.

When you are done reading this book, you will:

• Be able to assess and enhance important eco-systemic conditions crucial to the success of your analytic investments and efforts

• Have a simple, practical set of frameworks, techniques, and guidance you can use to organize, manage, communicate and, govern your analytic efforts for maximum impact

• Have a range ...

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