Why Email Is a Business’ Greatest Untapped Resource

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Gain Clarity on Sales Forecasting

Sales forecasting charts the course for sales and, ultimately, business success. Accurate sales forecasting sets realistic expectations for what can be accomplished and communicates to higher-ups what they can expect in terms of performance. However, many sales teams have failed to meet their goals due to unrealistic forecasting and it’s often difficult for managers to trust that what’s reported in the CRM system is an accurate reflection of reality.

Now, however, new technologies mean sales leadership can leverage communications data to generate more accurate forecasts by validating their sales teams’ activities. By analyzing the conversations between their team and prospects, sales managers can get never-before-possible insights into whether salespeople are talking to the right individuals at target companies (i.e., those who have the authority or influence to move a deal forward); benchmarking how well they engage prospects with compelling messaging, how frequently they correspond with targets and how close they are to closing deals. As a result, sales leaders can now have a much higher level of confidence that the forecasts in their CRM systems reflect the true status of deals.

Despite the rise of numerous competing technologies, such as Slack and Communities, email remains the number one tool for business communication. According to a report by The Radicati Group, the number of worldwide email accounts continues to grow from over 4.1 billion accounts in 2014 to over 5.2 billion accounts by the end of 2018. With email so widely used, there is a huge opportunity to leverage the data it houses to unearth vast insights into everything from customer interactions to HR processes. This can be invaluable in alerting organizations to key opportunities, trends or risks.

So why aren’t more businesses analyzing communications information to make smarter decisions about the ways in which they operate, both internally and with external stakeholders like customers, prospects and partners?

To help businesses understand the value email analytics presents, Greg Arnette, founder and CTO of Sonian, has identified five ways enterprises can use email analytics augmented by machine learning to surface insights that can help them ward off risk and meet or exceed goals across their organizations.


Related Topics : Vulnerabilities and Patches, Resellers, Broadcom, Broadband Services, Supercomputing

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