research brief

Using Advanced Customer Analytics To Shrink the Bulls Eye and Expand Revenues

Digital technology – notably the advent of advanced analytics and AI – offers tremendous potential to improve the productivity, engagement, speed, and financial contribution of revenue teams. One way these technologies can accelerate sales growth and create firm value by optimizing the allocation of revenue team resources and “cutting the customer tail” to focus selling time on only the highest potential opportunities and accounts. One of the biggest immediate opportunities every business has to unlock more growth from existing commercial resources it to build an organizational ability to use advanced analytics and Machine Learning to better align sales, marketing and CX resources with market opportunity. The growth leaders interviewed in our Revenue Operations in a 21st Century Commercial Model report were financially motivated to deploy algorithmic targeting approaches to their growth strategies, coverage models and territory and quota planning processes because they want to be able to pivot quickly and concentrate resources to  effectively realize more market opportunity in growth markets available to them are much more valuable. These best in class selling organizations are using advanced analytics and Machine Learning to develop customer targeting and propensity to buy models that better align selling resources with opportunity to generate more sales with existing resources. This is a particularly important issue as organizations seek to ramp up sales in the recovery faster than they can add sales reps in a tight market.

Jim Quallen, discusses how organizations are creating firm value by accelerating organic growth by creating customer targeting and propensity to buy models that better align selling resources with opportunity to generate more sales with existing resources. In this interview, Jim shares the findings from the definitive Revenue Operations report and the results of dozens of successful customer targeting and development projects his organization has led.  He will explain how successful organizations are using AI-powered tools and algorithmic targeting approaches enhance the accuracy, agility and efficacy of their sales resource allocation, coverage models and territory and quota planning.. Specifically, Jim outlines practical ways to address these core issues:

  • Using propensity to buy modeling to sharpen your targeting and accelerate organic growth
  • How algorithmic targeting approaches enhance the accuracy, agility and efficacy of your resource allocation, coverage models and territory and quota planning
  • A maturity model for aligning commercial architecture with account potential, propensity to buy, and win probability to improve conversion and performance
  • Practical steps sales and operations leaders can take to start generating more growth and firm value from existing assets today
  • A smart way to pilot advanced targeting with the data and analytics skills your organization has today

ABOUT THE SPEAKER

Jim Quallen is the Managing Director of Blue Ridge Partners and a co-author of the Revenue Operations in a 21St Century Commercial Model Report. Mr. Quallen has 25 years of experience focused on the development of data-driven solutions for revenue growth and operational excellence. Jim has helped over 100 organizations apply advanced quantitative approaches to historically under-managed business processes and integrating them in client organizations to create solutions that deliver value for years to come. Examples of these solutions include ongoing customer segmentation and offer design, sales operations visualization/reporting and pricing/competitive intelligence.

TO LEARN MORE

Evolve your Territory Design with Analytics

Learn how sales leaders are rearchitecting their sales territories and assignments to move away from traditional geographic based segmentation to deploy a more digital, data-driven and distributed selling model.

Learn More>

Get the Data Driven Sales Resource Allocation Report

To help boards, CEOs and CXOs evolve their commercial models to better align sales, marketing and CX teams around the customer and accelerate revenue, profit, and value growth, the faculty of the Revenue Enablement Institute has developed a comprehensive Revenue Operations blueprint.

Get the Data-Driven Sales Report >

Learn about Propensity to Buy Analysis

Learn how growth leaders are using Machine Learning tools to develop highly accurate Propensity to Buy targeting models using their existing CRM and transaction data to focus sellers on the most profitable and highest potential accounts.

Read the Propensity to Buy Research >

TO GET HELP