One of the common pushbacks with the use of analytics relates to the perceived ubiquity of imperfect data. This sentiment should be familiar to many: "We can't properly analyze and make decisions until we have corrected the quality issues in the data." Unfortunately, analytics must often be based on incomplete or "dirty" data. The first step in dealing with this reality is to understand and accept that information will likely never be perfect.
Sales professionals rely on an array of different criteria to be successful: strong personal skills, a good product, reliable technology, and efficient processes. To help sales reps be more effective, organizations have made huge investments in customer relationship management (CRM) systems and other technologies.