By Beverly Macy
That’s why your sales numbers suck. It’s really hard work. And even with the perfect formula and tools (read Salesforce.com), that last huge sale just slipped through your fingers.
It’s interesting to note that the common thread in early market fraud cases from Enron to Tyco to WorldCom basically boiled down to creating phony sales numbers and then lying about it. Why? Because selling is a lot harder than it looks. It’s both an art and a science, and when it works, it’s magic! When it doesn’t, everyone loses faith in you.
What’s new is adding in the social layer to help understand trends and consumer behavior in real-time. Can “social listening” really add value and understanding to the sales cycle? I believe it can, but the road forward is going to be bumpy. I would argue that social media and engagement analytics aren’t at the level of sophistication we need them to be, and I support efforts to develop standards around measurement and calibration in those areas.
On the “art” side, I always say that people do business with people. Hopefully, the “social” side of big data will help us all remember that.