B2B organisations have been slow to embrace all that big data has to offer, maybe because they’re unclear about what’s possible or are intimidated by the complexity. This McKinsey article explores how those competitors that are ready to move are empowering their sales team with insights that will translate to the bottom line.
The limited experience B2B businesses have with analytics puts them at risk of making some of the same mistakes their B2C colleagues suffered through. Going into an analytics program with only a vague sense of objectives, becoming enamored with specific technology, or building with scant concern for how tools will be used in the field are all likely to lead to wasted resources and poor results.
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