With predictive analytics, big data becomes a big opportunity for B2B sales managers. This big opportunity requires, however, a profound understanding of the sales situation, coupled with an understanding of big data mining models available.
The degree of intelligence depends on the level of autonomy, the extent of complexity of the problem, and the efficiency of the problem-solving process. In artificial intelligence terms, researchers speak of “strong” versus “weak” AI – “general” and “narrow” AI, respectively.
In B2B Sales, artificial intelligence (AI) refers to Enterprise Resource Planning (ERP) and Customer Relationships Management (CRM) Systems equipped with machine learning and automatized data mining features.
Some ignore the value of their sales data, languishing unused in their ERP and CRM systems. Furthermore, B2B sales controllers are expected to gather an ever-increasing amount of sales data, for their sales leaders to neglect value extraction. And there is no value in the data if it is not used to improve revenues.