Dozens of sales and marketing leaders gathered to discuss effectively managing the sales pipeline and all elements of the buyer’s journey at a Technology Association of Georgia (TAG) CMO round table. The conversation included challenges associated with people, process and technology.
Participants in the round table repeatedly brought up measuring the effectiveness of a person’s actions or any single activity. Getting employees at all levels of the organization to use data to inform what they do on a daily basis was clearly desired. On more than one occasion the TAG group members agreed that they’d each like to find the “spotted unicorn” – a data driven content person, i.e., someone who consistently looks at the effectiveness of the content they are producing and applies that information to shape how and what they write next.
The tendency to settle on having centralized teams that did certain forms of analysis and then informed the actions of others was perceived as less than ideal but the reality. Clear goals, measurement plans and expectations were established, but the technology people leveraged to perform their job did not have analytics seamlessly woven into the process they followed. The concept of “putting analytics everywhere” was recognized as needed by the business people in the room, but they did not want to tackle the IT project to figure out how to embed BI functionality into the applications they are utilizing.
If someone would build it, we would use it, was the thinking of several participants in sidebar conversations. Even more encouraging was the openness to consider a switch to a different application just by someone showing some simple examples of a dashboard or a visualization or even how someone could pull a report ad hoc to inform what they were doing. As reported in “Tips to Monetize BI for ISVs, Solutions Providers,” ISVs have a real opportunity to drive revenue through selling analytics inside their application. Based on the feedback in the room they also have an opportunity not only to show leadership but also to satisfy their users by helping them create “spotted unicorn.”
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