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Four Eras of CRM Selling: Why Big Data and Predictive Analytics Will Unlock the Science of Selling
Abstract
This chapter examines the evolution of selling, as well as the software solutions that sales professionals have used to support Customer Relationship Management (CRM) practices. Tracing over four eras of selling, spanning 30 years, including product to solution selling, customer centric selling, social selling, and big data: predictive analytics selling. This chapter examines the stark reality that after three generations of CRM: less than 50% of sales organizations do not achieve their sales quotas. It is time to seriously challenge the current approaches to Customer Relationship Management (CRM), as quota attainment is seriously underperforming, despite what sales software leaders espouse. Research from CSO Insights, Accenture (2013), and Sales Choice (2014) is compelling to pause to Think Big and Smarter! The next era's growth resides in Big Data and Predictive Analytics as advanced sciences and mathematics will pave the way to unlock productivity growth challenges that have plagued the first three eras.
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