Modern sales teams are more than ever reliant on data to help them identify opportunities and analyze performance. But can they really be confident in the accuracy of their data and are they using it effectively?
Business management platform Domo has conducted a survey of more than 400 sales leaders to find out how data impacts them in the real world.
Among the findings are that more than half of sales leaders aren't able to access their data in real-time, despite nine out of 10 saying that real-time access is important. 60 percent say they have to wait for someone else to access their data for them and 38 percent say they can't get hold of the data they need.
Analysis is a problem too, 71 percent report struggling with slow data analysis and nearly 40 percent don't know what to do with their data once they finally receive it. A further 53 percent say they feel overwhelmed by the volume of data they receive. They also struggle with the systems they have to use, 38 percent have to use more than four systems in order to track their goals and priorities.
"Sales organizations have so much data, but have no way to get real value from it all," says Domo President Chris Harrington. "Data sits in too many places -- CRM applications, compensation systems, marketing automation systems -- and in too many formats for it to be effectively leveraged. The data is there, they just need to be equipped to leverage it".
In addition half of sales leaders worry that their data isn't accurate and spend many hours -- and sometimes whole work days -- trying to determine how best to use it and developing reports. 65 percent say that it takes too long to gain insights from their data.
When asked to rate their relationship with their sales data only two percent of respondents gave it an A- or better, 83 percent a B- or lower and 38 percent a C- score.
The full report is available to download from the Domo website.
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