A ‘how-to’ guide to boosting sales through predictive and
prescriptive analytics
Data Driven is a uniquely practical guide to increasing
sales success, using the power of data analytics. Written by one of
the world’s leading authorities on the topic, this book shows you
how to transform the corporate sales function by leveraging big
data into better decision-making, more informed strategy, and
increased effectiveness throughout the organization. Engaging and
informative, this book tells the story of a newly hired sales chief
under intense pressure to deliver higher performance from her team,
and how data analytics becomes the ultimate driver behind the sales
function turnaround. Each chapter features insightful commentary
and practical notes on the points the story raises, and one entire
chapter is devoted solely to laying out the Prescriptive Action
Model step-by-step giving you the actionable guidance you need to
put it into action in your own organization.
Predictive and prescriptive analytics is poised to change
corporate sales, and companies that fail to adapt to the new
realities and adopt the new practices will be left behind. This
book explains why the Prescriptive Action Model is the key
corporate sales weapon of the 21st Century, and how you can
implement this dynamic new resource to bring value to your
business.
* Exploit one of the last remaining sources of competitive
advantage
* Re-engineer the sales function to optimize success rates
* Implement a more effective analytics model to drive efficient
change
* Boost operational effectiveness and decision making with big
data
There are fewer competitive edges to gain than ever before. The
only thing that’s left is to execute business with maximum
efficiency and make the smartest business decisions possible.
Predictive analytics is the essential method behind this new
standard, and Data Driven is the practical guide to
complete, efficient implementation.
Содержание
Acknowledgments ix
Preface xi
Here’s the Crux xii
Sharpen Your Competitive Edge xiii
The Birth of a Vision xvi
What You Can Expect from This Book xvi
Going Holistic xviii
In the Beginning … xix
Chapter 1: Playing the Blame Game 1
Chapter 2: Pulling Back the Curtain 27
Chapter 3: Changing Mindsets 49
Chapter 4: Finding the Keys 69
Chapter 5: Describing What Happened 95
Chapter 6: Diagnosing What’s Wrong 121
Chapter 7: Predicting What’s Ahead 145
Chapter 8: Prescribing What to Do 171
Chapter 9: Celebrating Success 195
About the Author 211
Index 213
Об авторе
JENNY DEARBORN is a leading authority on sales enablement and training, with expertise in big data and predictive analytics. As Senior Vice President and Chief Learning Officer for SAP, she designs and drives employee learning and enablement strategy. Dearborn was recognized as one of the 50 Most Powerful Women in Technology in 2014 by the National Diversity Council, and through the Fortune Most Powerful Women Network, she is a mentor for the U.S. State Department to female entrepreneurs in developing countries. Her team was named by e Learning Magazine the #1 top performing corporate learning organization in the world in 2013.
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