data-informed.com – For enterprise-level sales transactions, personal relationships are important. Bigger deals are often complex purchasing decisions that involve multiple people. These individuals want to connect with the selling company in some way and with each other, to ask questions and review budgets, timelines, and expectations. Big data can serve as a complement and provide some context, but it cannot supplant personal relationships.
However, saying that big data cannot supplant personal relationships isn’t to say that big data doesn’t have a very important place within the sales organization. The context that comes with properly organized big data can yield benefits by restoring the personal sales relationship and strengthening the effectiveness of more traditional techniques. And big data isn’t just a tool for the enterprise, as there is a democratization with the tools and processes that allows smaller firms to get into the game.
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