Identifying gaps in your organizational data and determining what new data you need to collect in order to increase revenue and improve your outcomes is an important component of your company’s data strategy. However, an element of an effective data strategy that is easily overlooked is engaging sales partners in using big data. Given their more direct relationship with customers, sales partners are in a unique position to provide informed insights for utilizing big data and leveraging it to maintain a competitive advantage.
Triangulating Data for New Insights
Bringing sales partners into the big data conversation adds another angle through which to approach your data, sales, and marketing strategies. Partners can provide insight into which products and services are the most in-demand by customers. They can gather additional data on demographics or provide data-driven feedback on the effectiveness of marketing campaigns. Partner data can also provide insight into how satisfied customers are with a product and their overall customer experience. By triangulating additional data gathered by your partners with the data that you collect, you can create a more comprehensive view of your customers. With these new insights, you can identify and address gaps in your strategic approach to better meet your customers’ needs.
Enhanced Analytics
Given their different place and perspective within the customer journey, partners can be instrumental in providing data that will enhance customers’ interactions with your products and services and improve their overall experience with your company. Bringing partners on board with using big data can add additional layers of insight that can be used for descriptive, predictive, and prescriptive analytics. These insights can help you adjust your approach and develop a specific action plan for interacting with customers that will lead to the best possible outcome for both you and your customers.
New and expanded revenue streams
Bringing partners into the big data process will create a richer data environment overall. The more data you have to work with, the more capable you are of identifying specific gaps in your approach and customers’ journey with your company. Engaging partners in the data conversation can allow you to identify new customer audiences and determine the most effective ways of reaching them. It can also provide you with insight into what is working and how to retain your current customers. Ultimately, partner data will provide you with a broader view for improving the customer journey from new customer acquisition to sustained customer loyalty.
Creating a Mutually Beneficial Data Strategy
In order to bring sales partners on board with using big data in a capacity that benefits your company, you should work with your partner to develop a big data strategy that pushes both businesses forward. A good place to start is finding out what data your partner already gathers as well as how they gather and use it. Then, think about how you might be able to use their existing data. Together, identify other data they could gather that might be helpful for you and for them. Try to steer clear of data collection suggestions that may make the partner feel like you’re keeping tabs on their performance. You want to create a data collection environment with your partners that promotes collaboration rather than defensiveness or hostility. In that light, also think about what you can share with your partner. For example, your partner might have no problem collecting data but then doesn’t have the expertise or resources to thoroughly analyze the data sets. You might offer support with the analytics in return for them sharing their data. Ultimately, you want to come up with a fair data strategy that is mutually beneficial to you and your partner. When your partner understands that they can also benefit from collecting and using data, they will be all the more willing to get on board with big data.
