This report covers the CSO Insights survey on the impact of big data on sales performance. Survey answers from 218 CEOs, CSOs, Sales Executives and Managers were obtained during the month of June, 2012.

1. 2012 Impact of Big Data
on Sales Performance
A New Study from CSO Insights and Lattice Engines
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2. About The Study
This report covers the CSO Insights survey on the impact of Big Data on sales
performance. Survey answers from 218 CEOs, CSOs, Sales Executives and
Managers were obtained during the month of June, 2012.
The purpose of this survey was to learn:
• How and where sales reps are obtaining information on their prospects
• How serious the problems of collecting and analyzing data are for sales
organizations
• How many companies are using technology to consolidate and gain insight
on prospect information
• Benefits seen in providing easy-to-access information
• Additional benefits from adding insight to data
• The role of Big Data in this issue
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3. This question was Do you and your sales team feel challenged by the amount
of data available and time it takes to research a prospect
designed to before making a call?
discover how big a Not sure
0.9%
problem the lack No, we do not
of information feel challenged
at all
Yes, we feel very
challenged
intelligence really
17.4% 24.3%
is. We got the
answer.
Yes, we feel
somewhat
Only 17.4% of our challenged
57.4%
survey
participants are
not sweating this.
The other 80%+
feel challenged.
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4. Do you feel your company has missed opportunities because
sales representatives cannot effectively leverage all of the
internal, external, and social information available on
prospects?
No, we haven’t Don’t know The responses to this
3.7%
missed any
8.3% question surprised us
Yes, Many in their near-
Opportunities
22.9% unanimity.
Wouldn’t you like to
know who is in the
8.3% that haven’t
Yes, Some
Opportunities missed a thing?
65.1%
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5. Do you have a single technology system in place that
Sales reps in the enables sales reps to easily access internal and external
information on prospects AND gain insight from it?
over 50% of the
companies Don't know
0.5%
surveyed are either Planning to
spending lots of implement
11.9%
Yes--easy info
access
time searching for 19.7%
information or Yes--info access
conducting sales + alerts
15.6%
calls without the No
knowledge they 52.3%
might gain from
their research.
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6. CSO Insights will
continue to
monitor this
technology, as it
expects Big Data
adoption for sales
to increase
substantially in the
next few years.
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7. To continue reading, please visit Lattice Engines to see
these statistics and more about how Big Data can
capture sales growth today.
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