1、 2021 Gartner,Inc.and/or its affiliates.All rights reserved.CM_GBS_1142239The Future of Sales AnalyticsGartner for SalesA roadmap for sales operationsThe Future of Sales Analytics2Sales analytics functions often struggle to deliver desired commercial impact due to perennial challenges with low data

2、quality and poor stakeholder engagement.To achieve their full potential,sales operations leaders must prioritize data governance,data literacy and advanced analytics technology.Steve Rietberg Senior Director,ResearchSteve Herz Senior Director,ResearchAdnan Zijadic Senior Principal,ResearchThe Future

3、 of Sales Analytics3The Future of Sales AnalyticsOverviewKey Findings The need for collaboration among commercial functions is growing as buyer preferences evolve.From an analytics perspective,seller-provided CRM data may no longer provide sufficient intelligence on buyer behavior and intent.Sales a

4、nalytics functions that dont fully understand the information needs of the larger organization are missing the opportunity to share insights among commercial functions to drive more cohesive decision making.Fifty-three percent of surveyed organizations attribute poor sales data quality to inaccurate

5、 and incomplete data.Unfortunately,just 51%have established a formalized data governance body.A lack of data governance makes it difficult for sales operations to improve data quality and build trust in their analytical insights.The technology delivering sales analytics most commonly consists of rep

6、orts and dashboards residing in native sales systems.Expectations for unlocking analytical insights through more advanced technology,particularly by improving data integration and deploying artificial intelligence(AI),are on the rise.Sales operations leaders are challenged to identify the technologi