Big data: the data for sales representatives

With big data, sales representatives can now more easily identify a project’s decision-makers and find their contact information.

Kompass International

By Kompass International

In the age of the Internet and social media, millions of pieces of information and data are available and analyzed every day. According to a global study conducted by TCS, companies’ marketing departments, which were turned upside down by this digital revolution, stand to gain the most from this big data phenomenon.

But how specifically does big data serve sales representatives?

1. By making it easier to identify decision-makers

Once an essential tool for marketing teams, phone calls are now noticeably less effective: 90% of prospecting calls are unsuccessful!

But being barraged by secretaries and transferring from one number to another will soon be nothing but a bad memory for call center employees. And as far as email contacts go, there is no need to play guessing games to try to retrace a professional’s email address.

This is because, with big data, sales representatives can now more easily identify a project’s decision-makers and find their contact information.

Among the resources at their disposal are professional social networks, which represent a veritable gold mine.

For example, with a LinkedIn or Viadeo account, you have the following advantages:

  • Find out someone’s job title
  • See their phone number and email address if listed on their profile
  • Contact them directly through the network’s internal messaging service
  • See the potential professional contacts you have in common with this person
  • Follow their professional updates and thus better target their interests

Other sources of big data also help sales representatives in their mission to identify decision-makers and gather their contact information:

  • Online media, which is full of interviews with professional experts
  • Specialized directories, which are very useful for finding out a company’s manager
  • Company blogs, which are often written by several of the company’s employees
  • Companies’ websites, which are becoming more and more likely to list their team members… including each person’s direct phone number and/or email address

Ex: Aderly clearly lists experts’ names and contact information on its website.

2. By making it easier to spot marketing opportunities

Big data can also be used to find events connected to companies that can be exploited from a marketing perspective.

Actively following companies’ updates help sales representatives determine a good time to make contact. For example, a company mentioning a reorganization plan in one of its press releases might immediately be solicited by organizational consulting firms!

This principle is also applicable in B2C, and it is already used by sales departments at major organizations. For example, AXA analyzes the data users post on LinkedIn: If someone announces their promotion, the bank congratulates them and takes advantage of the opportunity to offer them a financial investment.

3. By making it easier to prepare for a sales meeting

Big data is also very useful for field sales representatives: The information gathered on a prospective customer can help them better prepare for a sales meeting and thus save valuable time.

In addition to practical information about a meeting (physical address, parking options, etc.), the sales representative will be able to find out contextual information, whether from outside sources or from the company itself:

  • The company’s main issues (international development project, website redesign, etc.)
  • Financial data (revenue, market trends, etc.)
  • Seniority and state of the relationship (number of contacts between the two companies, number of successful bids, etc.)
  • Source of contact (incoming call, online request for meeting, etc.)
  • Information on all the decision-makers of a project (organizational chart)

Ideally, they could program push notifications on their CRM tool that automatically appear for each new meeting. Thanks to this highly targeted contextualization, the sales representative will have more chances to hit the mark and close the sale!

4. By generating less intrusive solicitations

Because of their capacity for analyzing big data, digital marketing tools help sales representatives track the actions performed by a visitor on their company’s website or social media channels.

From a sales point of view, this information can be used to identify the following:

  • Prospective customers who engage the most with your company (those who regularly read your updates, comment on your blog posts, react to your posts on social media, etc.)
  • Their interests (based on the pages they view, the topics of the reports they download, etc.)

This information will be very useful to your sales representatives because they can do the following:

  • Contact only the most worthwhile prospective customers from a sales perspective (a scoring method could be set up).
  • Propose offers that are most likely to address their issues.


In addition to CRM tools, sales representatives will increasingly rely on the exploitation of big data by using sales intelligence tools such as Bypath powered by Kompass to improve their sales performance.

57.3% of sales representatives believe that having an effective tool like this offers a clear competitive advantage.

Learn more about Bypath powered by Kompass, which combines the exploitation of big data from the web with Kompass data sources.


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