Sales analytics refers to the processes, skills, technologies, and data used to generate actionable performance insights through quantitative analysis, metrics, and reporting. Sales analytics incorporates data from sources like CRM and sales automation systems, market data, customer engagement metrics, and financial KPIs.

Analysis provides visibility into trends, benchmarks, operational areas needing improvement or investment, win/loss factors, seasonality, and more. Mature sales analytics capabilities enable data-driven decisions, forecasting, and optimization.

However, quality inputs and interpreting findings correctly is crucial. Effective analytics requires asking the right questions and avoiding bias. Success depends on consistently measuring key metrics, uncovering root causes, and willingness to adapt strategies based on data insights rather than hunches.

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