From the course: Cross-Selling
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Using customer data to drive opportunity
- In the next five years, I have no doubt that the best companies will be using advanced data analytics and machine learning to address fundamental strategic issues such as what sales opportunities to pursue, what resources to allocate to which accounts, and what behaviors to prioritize to drive sales productivity and to which customer. Already the days when lead generation relied entirely on local field knowledge are fading fast. Market leaders of the future are using advanced analytics and customer data to build a more specific product and geographical profile of each of their customers. These profiles are then cross referenced with relevant external data such as news reports, public financial information, and even social media to generate a truly 360 degree view of each customer. In addition, lead scoring algorithms can then use these detailed customer profiles to predict which customers to target, when to contact them, and what factors truly drive their buying behaviors. A few of…
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