Business intelligence: Should you rely on your sales force?

It goes without saying that business intelligence improves the relevance of decisions and strengthens a company’s ability to ward off threats and seize opportunities. Yet implementing an effective business intelligence system means making an uncomfortable series of choices between imperfect alternatives: Infobesity, or selective coverage? Maximum digitalisation, or smart craftsmanship? A matter for the few, or a collective activity? Informal, or documented process? A nagging question arises: should we rely on the sales force?

This article lists all the good reasons for not doing so and highlights the many obstacles within sales teams themselves.  But in fact, there are several pressing issues that make it vital to get the whole sales force on board. The article describes the tenets of a successful contribution, and the practical steps to make of your sales force a key pillar of your business intelligence.

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