Sales intelligence refers to collecting and analyzing both external and internal data sources to generate insights to inform sales strategies, messaging, competitive positioning, prospect targeting, and more. Intelligence aims to optimize decisions and improve results.
Intelligence sources range from news, market events, web content, and social media monitoring to recorded sales calls, win/loss analysis, CRM data, buyer journey analytics, and financial performance metrics. Competitive and persona intelligence enables sales comparisons.
However, deriving actionable findings requires synthesizing vast inputs without bias. Sales operations teams often manage intelligence platforms and deliver outputs. When consistently leveraged, data-driven sales intelligence delivers a strategic advantage by revealing up-to-date prospect motivations, market shifts, and team performance opportunities.