Sales Modeling

To what extent do your reps conduct “business intelligence” before and after leads are converted into opportunities?

Business intelligence can loosely be defined by qualifying as “good or bad” business.  Prospects (or shall I say “suspects”) should be subject to “scoring” prior to dedicating significant sales resources.  Many companies use A|B|C nomenclature to establish priority, for example.  Other variables such as “three-year revenue horizon” offer strategic insights.  Again, more goes into qualifying business than just potential revenue.  There is after all business that should be avoided.  Business intelligence should help expedite that determination.

Business intelligence also leverages myriad sources of information from internet search to annual reports and beyond.  In the current information age there is almost too much information.  Therefore, protect against being paralyzed by excessive business intelligence.  Used wisely it plays to your advantage, but otherwise not.