Magazine article CRM Magazine

Making Data Sail

Magazine article CRM Magazine

Making Data Sail

Article excerpt

[ILLUSTRATION OMITTED]

WHILE THE BUZZPHRASE this year has been "big data," B2B sales intelligence software provider Lattice Engines carved out a name for itself by actually taking that big data and applying it to the sales process through predictive analytics. The company has, on average, boosted customer sales performance rates by 15 percent or more.

This year, Lattice introduced salesPRISM 6.0, which draws essential insights from internal, external, and proprietary data sources to help sales reps make more informed and relevant connections and expedite the buying process. Christine Crandell, president of global marketing consultancy New Business Strategies, wrote in a column in Forbes magazine this March that "by analyzing patterns embedded in the sequence of events leading up to past sales opportunities, then comparing these patterns to current market behavior, Lattice Engines can highlight how sales professionals should prioritize their time across different opportunities."

The salesPRISM 6.0 solution's Groupodex module leverages an organization's social networks to help identify potential buyers and delivers sales insights and triggers right to an inbox, CRM system, or mobile device for multichannel response capabilities. …

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