Business Intelligence: What it is and hacks to succeed

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There is much talk about methods and techniques recommended by the great theorists of Sales and Exponential Growth. On the other hand, little is said about the macro, the matrix that defines whether all these ideas will take off or sink: Commercial Intelligence. Understand how successful sales teams differentiate themselves with good practices, analyses and consistent tools.

Definition of the term: what is it and why is there so little talk about Business Intelligence?
An interesting analogy that Vinicius da Reev once mentioned: a sales process without an intelligence team is like Iron Man's armor without Jarvis. Sales Intelligence is what makes the pieces fit together. Qualified professionals, well-rounded processes and cutting-edge technology do not guarantee that the target will be met, as incredible as it may seem. It is the ability to balance infinite variables that makes the coordinator and his sales team a true machine. What happens is that Marketing and Sales gurus, despite helping us a lot, need to communicate with as many professionals as possible. And Intelligence has nothing to do with the masses.

How do I start applying Business Intelligence to my team?
Being at an event like Marketing and Sales Week is the starting point. True masters in Inbound Marketing, Outbound Marketing and even Account-Based Marketing have been or will be here. From there, pay attention to how you can generate the raw material for every sales team: leads. Important: understand which of these prospecting whatsapp data methods best helps your company/solution. There is no right or wrong, better or worse, especially when it comes to the B2B market or complex sales. The rule should be simply the obsession with going beyond lead generation and volume. Intelligence begins with the alignment between Marketing and Sales for increasingly BETTER leads. The best leads are the contacts with the greatest possibility of purchase and, consequently, the greatest return for the company and the salesperson. Some will call them Qualified Leads, others Smart Leads or Premium Leads.

What types of patterns can we identify in Business Intelligence teams? Are there hacks to follow on the path to success?
Some important points will permeate Commercial Intelligence actions:

Defining ICPs To define a good Ideal Customer Profile , answer questions such as: - What market pain points does my solution solve? - Which customers have the greatest potential for growth and positive ROI? - What is the CAC (Customer Acquisition Cost) for each customer? - What is my competitor's customer profile? After answering these questions, you will be able to obtain data on the companies that are most likely to use your solution. This will include data on: - Market segment; - Company size; - Number of employees; - Average ticket; - Geographic location; - Most used means of communication; - Most used technologies; - Main problems faced that your solution can solve.
Competitor Analysis Aligning the pre-sales narrative (marketing, SDRs and prospectors) is essential. To do this, you can address the strengths of your solution, compared to what the market can offer. Through different actions, gather information about the sales pitch of competitors, the prices they charge, discounts they offer during negotiations and online positioning (on social media and websites, for example). In some cases, you can interview customers of competitors. A more aggressive strategy is to use Mystery Shopping .
Opportunity Analysis This involves thinking about the future and not just the present. It identifies trends based on three major blocks of opportunities: – Entry into New Markets; – Complementary Solutions or New Partners; – Innovations in the Area or New Products.
Indicator Analysis It is important for the team that applies Commercial Intelligence to analyze the entire sales pipeline and understand the real impact and use of the leads generated. Defining seasonality, helping to prioritize certain personas or optimizing the speech used, for example, only happens if you focus on the numbers. Perform the first indicator analysis, presenting the gaps and strengths found, comparisons with historical results and benchmarking with the market. From this, the team can act directly on the root of the problems, improving the profile of the contacts delivered, proposing new qualification rules, optimizing the sales speech, etc.