Salespeople often complain about the amount of data they are given and ask when and how they are supposed to use this data.
Overloading people with data can be just as useless as giving them none. Not only does it waste time, it also it focuses their work on the data rather than what the data was supposed to enable—getting more business.
By intelligent data, we mean data that enables a sales rep to be more relevant and useful to a prospect so that the prospect wants to do business with the sales rep.
It should therefore be designed thoughtfully and purposefully, rather than simply transferring all of Marketing’s material to Sales.
Intelligent Data must always be focused on the target market, and nothing outside of that. With a new prospect, it should provide a sales rep with sufficient insight on what the prospect is interested in as evidenced by marketing activities (emails clicked/forwarded, pages visited, content downloaded, etc.). Therefore, no prospect should be sent to Sales without having accumulated sufficient score as a result of significant marketing activity.
As we have shown in the Four Quadrants, existing customers are a great source of new revenue. Therefore, Intelligent Data should incorporate their past sales patterns—what they bought, how much, and when.
Intelligent Data is created when the right information from a number of tools (Marketing Automation, Sales Automation, and Accounting Automation) are integrated into a complete picture. However, it is very important that the picture has just enough details and no more. Overwhelming sales reps with more data than they can digest only makes them want to ignore the data. Read about the fifth factor here.