While technology tools and market data certainly play a critical role in planning, people are the key element in success when looking to innovate and move forward in your markets.

Invest in training to ensure you are getting the most out of the data you collect on your markets. Analytics requires a different skill set, according to the latest Facing the Forces of Change book from the National Association of Wholesaler-Distributors.

Distributors are increasingly focusing on building the capabilities they will need to optimize the systems and the data they have. And more than ever, data and information are critical to gain a competitive advantage. Salespeople and other customer service representatives need to have deep insights on the customer and what is going on in the marketplace, according to the book's author.

The key is being able to use the available data properly and not follow the numbers blindly.