In the Distributor’s Guide to Analytics, Tom Gale speaks to the power of data in sales and marketing. Most companies have some sort of database to hold customer information but aren’t harnessing the power it holds.

Gale provides two tips that are easily implemented but often ignored:

·      Data quality needs to keep improving. Data should be continually updated and cleansed.

·      Salespeople should gather and share front-line data. This will help keep your database up-to-date.

When a database is up-to-date the payoff is significant, including lower training time for salespeople, more distinct sales opportunities and less time spent on low potential customers.