The first-ever State of Sales report, commissioned by Salesforce, has revealed that higher-performing sales teams are 3.5 times more likely than underperforming teams to use sales analytics.
The report surveyed more than 2300 sales leaders worldwide.
It found that the best sales teams are using data to make more informed, behaviour-based decisions to fuel sales. Analytics help teams explore data such as revenue by quarter, year-over-year sales rep productivity and opportunity conversion rates to see trends and pinpoint focus areas to maximise future growth.
Predictive analytics is also seen by many as the next opportunity driver. Of the companies surveyed, only 19 per cent are currently using predictive analytics, but adoption is expected to grow by 135 per cent over the next 12-18 months.
“Technology is rapidly becoming the difference between big quarters and big misses,” said Mike Rosenbaum, executive vice president of Sales Cloud, Salesforce.
“The companies who deliver strong sales results not only use modern CRM platforms to gain critical insight into all the customer touchpoints, but are also deploying newer technologies like sales analytics to sell smarter and mobile to respond anytime, anywhere.”
Mobile technology is also regarded as crucial for today’s mobile sales reps, with solutions available for everything from lead management to sales forecasting.
Sixty per cent of high-performing sales teams currently use or are planning to use a mobile sales app, while only nine per cent of under-performing sales teams report using mobile apps in their sales processes. Among all sales leaders surveyed, mobile sales app use will more than double in the next two years, growing by 125 per cent.
To download the 2015 State of Sales report, click here.