Data Driven E-Book

Jenny Dearborn

• Herausgeber: John Wiley & Sons
• Kategorie: Fachliteratur
• Sprache: Englisch

Seitenzahl: 237

Veröffentlichungsjahr: 2015

Beschreibung

A "how-to" guide to boosting sales through predictive and prescriptive analytics Data Driven is a uniquely practical guide to increasing sales success, using the power of data analytics. Written by one of the world's leading authorities on the topic, this book shows you how to transform the corporate sales function by leveraging big data into better decision-making, more informed strategy, and increased effectiveness throughout the organization. Engaging and informative, this book tells the story of a newly hired sales chief under intense pressure to deliver higher performance from her team, and how data analytics becomes the ultimate driver behind the sales function turnaround. Each chapter features insightful commentary and practical notes on the points the story raises, and one entire chapter is devoted solely to laying out the Prescriptive Action Model step-by-step giving you the actionable guidance you need to put it into action in your own organization. Predictive and prescriptive analytics is poised to change corporate sales, and companies that fail to adapt to the new realities and adopt the new practices will be left behind. This book explains why the Prescriptive Action Model is the key corporate sales weapon of the 21st Century, and how you can implement this dynamic new resource to bring value to your business. * Exploit one of the last remaining sources of competitive advantage * Re-engineer the sales function to optimize success rates * Implement a more effective analytics model to drive efficient change * Boost operational effectiveness and decision making with big data There are fewer competitive edges to gain than ever before. The only thing that's left is to execute business with maximum efficiency and make the smartest business decisions possible. Predictive analytics is the essential method behind this new standard, and Data Driven is the practical guide to complete, efficient implementation.

Leseprobe

Table of Contents

Title Page

Copyright

Dedication

Acknowledgments

Preface

Here's the Crux

Sharpen Your Competitive Edge

The Birth of a Vision

What You Can Expect from This Book

Going Holistic

In the Beginning …

Chapter 1: Playing the Blame Game

The Dangers of Making Decisions Without the Right Data, Part I: A Prime Sales Example

The Dangers of Making Decisions Without the Right Data, Part II: Solving the Wrong Problem

The Dangers of Making Decisions Without the Right Data, Part III: Measuring Efficiency When What You Want Is Effectiveness

Management by Guesstimate

Chapter 2: Pulling Back the Curtain

Notes

Chapter 3: Changing Mindsets

Notes

Chapter 4: Finding the Keys

Notes

Chapter 5: Describing What Happened

Notes

Chapter 6: Diagnosing What's Wrong

Chapter 7: Predicting What's Ahead

Chapter 8: Prescribing What to Do

Chapter 9: Celebrating Success

About the Author

Index

End User License Agreement

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Guide

Cover

Table of Contents

Preface

Begin Reading

List of Illustrations

Figure 1.1

Figure 1.2

Figure 1.3

Figure 1.4

Figure 4C.1

Figure 5.1

Figure 5.2

Figure 5.3

Figure 5.4

Figure 5.5

Figure 5.6

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Figure 6.1

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Figure 7C.1

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Figure 8C.1

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DATA DRIVEN

HOW PERFORMANCE ANALYTICS DELIVERS EXTRAORDINARY SALES RESULTS

JENNY DEARBORN

Cover Image: Empty Road © iStock.com/-M-I-S-H-A-

Cover Design: C. Wallace

This book is printed on acid-free paper.

Copyright © 2015 by Jenny Dearborn. All rights reserved

Published by John Wiley & Sons, Inc., Hoboken, New Jersey

Published simultaneously in Canada

No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise, except as permitted under Section 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, 222 Rosewood Drive, Danvers, MA 01923, [phone], fax [phone], or on the web at www.copyright.com. Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, [phone], fax [phone], or online at www.wiley.com/go/permissions.

Limit of Liability/Disclaimer of Warranty: While the publisher and author have used their best efforts in preparing this book, they make no representations or warranties with the respect to the accuracy or completeness of the contents of this book and specifically disclaim any implied warranties of merchantability or fitness for a particular purpose. No warranty may be created or extended by sales representatives or written sales materials. The advice and strategies contained herein may not be suitable for your situation. You should consult with a professional where appropriate. Neither the publisher nor the author shall be liable for damages arising herefrom.

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Library of Congress Cataloging-in-Publication Data has been applied for and is on file with the Library of Congress.

ISBN 978-1-119-04312-6 (hbk)

ISBN 978-1-119-04335-5 (ebk)

ISBN 978-1-119-04336-2 (ebk)

To Dr. Karie Willyerd, who inspires me to push outside my comfort zone.

To my amazing husband and our awesome, crazy, brilliant kids—I love you. Thanks for eating take-out for a year while I worked on this project. I promise the next book will be less stressful for the family, but I can't promise I'll ever learn to cook.

Acknowledgments

I am so thankful and lucky to have assembled a team of talented professionals to support this project.

Deb Arnold—When she's not moonlighting as an overall task master, project manager, dialog extractor, logic checker, and cheerleader, Deb helps leaders to more effectively communicate their impact internally and externally through industry recognition. Deb is principle of Deb Arnold, Ink. | Spot-On Business Communications. Find her at www.debarnoldink.com.

MaryAlice Colen—Early contributor to get us over some initial stuck spots in story framework and business simulation. Find her at [email protected].

Matt Dearborn—My brother is … awesome. Check him out at www.imdb.com/name/nm0213127/.

Michael Dowling—In collaboration with me and other members of the team, he conceptualized the format for the book and translated technical ideas into understandable prose. Find Michael at www.MichaelJDowling.com.

Sergey Feldman, Ph.D.—Subject-matter expert; reviewer of analytical models, algorithms, and logic and Henry Crawford's spirit-guide. Find Sergey at www.data-cowboys.com.

Filipe Muffoletto—A Graphics God if ever there was one. Find him at [email protected].

Sanchita Sur—A global management consulting veteran and published author, Sanchita is the founder of Emplay, an award-winning analytics and advisory firm that helps companies drive better results by leveraging data, business savvy, and proprietary recommendation engines. She was a significant contributor to the creation of this book and has developed patent-pending “Sales DNA,” “Deal DNA” and “Account DNA” algorithms for accurate sales predictions and prescriptive action plans. To learn more about Emplay, visit www.emplay.net.