Analytics plays an increasingly important role in B2B sales—and high-performing sales organizations take it to a new level to differentiate themselves from the also-rans.

You don’t have to search too hard to find breathless paragraphs on the power of analytics. And there are plenty of examples in the sales world where analytics is delivering significant improvements in growth, efficiency, and effectiveness.

In our survey of more than 1,000 sales organizations around the world, we found that 53 percent of those that are “high performing” rate themselves as effective users of analytics

Yet for all the tangible benefits, analytics is still a bit of a sideshow when it comes to sales. The same survey shows that most sales organizations today (57 percent) do not view themselves as effective users of advanced analytics. Many companies struggle to benefit from even basic analytics, while some have yet to even dip their toes in the data lake at all.

Source: Unlocking the power of data in sales | McKinsey & Company