02/01/2023 | Press release | Distributed by Public on 02/01/2023 09:19
It may come as a surprise, but sales operations leaders need help selling sales analytics to their organizations. Clients routinely come to Gartner for guidance on how to make the case to the overall organization for further sales analytics investments.
The resistance sales ops leaders often encounter stems from a low perceived ROI for sales analytics - typically the product of a rollout where the insights stakeholders have experienced have failed to address commercial objectives. This can result from a combination of discrepancies in data and analytics that are not clearly aligned to the audience. Sales operations leaders then find themselves retracing the steps they took when they built the analytics program in the first place in an effort to justify any additional investments in it.
Combatting the "Erosion of Trust" in Sales Analytics
In essence, what sales ops leaders are fighting against is a lack of trust, one that often results from a bumpy implementation of the sales analytics program. Three common pitfalls are:
Most sales operations leaders can address these issues on the back end to give the program a course correction. But, what they often find is that once the damage has been done, significant additional effort is necessary to drive adoption from the ground up, despite having sound analytics.
Implementing a Phased Rollout
To avoid falling into the proverbial sand trap, I recommend a phased approach to implementing analytics that allows sales operations leaders to properly calibrate deliverables to commercial needs. This approach incorporates the following three key elements:
These three elements allow for the phased rollout of sales analytics where each tool goes through a stress test before replacing a previous tool. Once each tool has passed its initial test, sales operations can present it to the overall organization with actual business context.
Working this phased approach into your analytics buildout allows sales operations leaders to hedge against erosion in trust that can set a program back, whether the errors are small or large. A phased approach allows sales operations leaders to deliver consistent and actionable insights that highlight the value of sales analytics capabilities that justify locking in support for further investment in the program.