Business intelligence: the road to successful and strategic sales

Companies are constantly on the lookout for potential customers, and a poor strategy can result in missing valuable sales opportunities, which is why business intelligence is a fundamental pillar in the development of a business' objectives.

Using effective solutions that help improve sales and make it easier to adapt to changing market needs is a priority. In this article we will explore how business intelligence enables a successful and strategic sales model.

What is business intelligence and how does it help AN ORGANIZATION?

Business intelligence is much more than a simple strategy or tool; it is a comprehensive process that defines how a company will use each of the sales channels available to promote, serve and carry out this process.

For this to be effective, it is essential to clearly identify your target market and understand the operation, as well as the advantages and disadvantages of each one.

If we delve into sales channels, we find several main categories:

• Retail: the business sells directly to end customers, either in physical stores or via telephone.
• Wholesale: in this model, brands sell their products in bulk to different sites or to retailers for further distribution.
• DTC (Direct to Consumer): the brand or manufacturer sells directly to end consumers, eliminating intermediaries.
• B2B: companies sell products or services directly to other companies, which are the end user of the product.

Adopting an effective business intelligence strategy not only allows you to define the structure and resources needed to reach your target audience, but also establishes clear processes and management models for each channel.

This methodology, when implemented correctly, allows you to develop processes much more precise and in line with the nature and strategy of the company.

How does this really benefit companies?

By establishing a robust business intelligence process, organizations can design more accurate marketing strategies.

This not only translates into increased sales, but also improved operational efficiency and, more importantly, increased customer satisfaction.

The direct benefits are tangible: from increased EBITDA for the company due to improved sales and product margins, to reduced selling expenses and inventory levels due to more efficient operations.

Why is business intelligence important?

Business intelligence, is not just a buzzword in the business world; it is the backbone of any effective sales and marketing strategy.

It's important for a number of reasons, and we'll delve into the most important ones:

In-depth market understanding

Businesses can no longer afford to operate blindly - with competition increasing by the day, it is vital to have a deep understanding of market trends, customer needs and competitors' positions.

Business intelligence offers a clear, data-driven view of the market landscape.

Sales channel optimization

Each sales channel has its particularities and challenges, and therefore allows organizations to understand which is the most appropriate for their product or service, optimizing their efforts and resources.

Personalized strategies

Not all customers are the same, and treating them as if they were is a mistake. That is why business intelligence allows you to segment customers according to various criteria, which in turn gives you the ability to design tailored marketing and sales strategies for each segment.

Informed decision

Decisions based on assumptions or intuition can lead to costly mistakes, so it is important to have concrete data and analysis, which translates into more informed and therefore more accurate decisions.

Adaptability

The market is constantly changing, and companies that cannot adapt quickly to these fluctuations risk being left behind.

With a robust business intelligence process, organizations can anticipate changes and adapt their strategies accordingly.

Measurable results

Finally, and perhaps most importantly, business intelligence has a direct impact on the bottom line.

From increased sales to improved operational efficiency and customer satisfaction, organizations that adopt it see a tangible improvement in their bottom line.

Benefits of business intelligence

The implementation of a well-structured business intelligence strategy brings a number of both quantitative and qualitative benefits that reinforce a company's value and position in the marketplace, including:

Quantitative benefits

• Increased sales: achieve superior quality in their relationships with customers and in their position in the market. Increased sales are the result of attracting more customers, employing cross-selling tactics, and boosting the average purchase amount.
• Marketing efficiency: the relationship between marketing strategies and sales is improved, optimizing the return on investment.
• Improved margin: better control is achieved in the definition of prices according to sales channels and in the administration of discounts, optimizing the profit margin.
• Inventory management: improved product rotation strategies, reducing lost sales and optimizing store layout and design.
• Operational efficiency: sales expenses are reduced, increasing the efficiency of the sales force.

Qualitative benefits

• Aligned strategies: marketing strategies are aligned with the company's main objective.
• Improved communication: communication with customers is optimized, establishing more precise and clearer commercial agreements.
• Sales planning: improved process and resource allocation.
• Customer segmentation: more accurate customer segmentation, defining specific strategies for each customer.
• Customer satisfaction: by improving customer care and service, customer satisfaction and brand loyalty are increased.
• Management models: routines and work models focused on customer satisfaction are established, achieving a perception of directed effort and achievable goals.

Companies that manage to integrate this methodology, in addition to seeing an improvement in their numbers, achieve superior quality in their relationships with customers and in their position in the market.

Commercial intelligence and sales

The relationship between business intelligence and sales is direct and crucial, and at London Consulting Group we understand this principle. Let's learn how the concepts are related and how our methodology strengthens this connection:

Commercial Budget Model

Thanks to business intelligence, companies can establish a collaborative budget that increases the accuracy and involvement of the sales team, ensuring that sales targets are achieved.

In-depth market understanding

Provides tools to understand the market, competitors and customers. This information is essential to define effective sales strategies for each channel.

Customer segmentation

By defining clear segmentation criteria, it is possible to customize sales strategies for each customer group, optimizing conversion and loyalty.

Pricing and discount model

A correct pricing and discounting policy, guided by commercial intelligence, ensures that sales are made with healthy margins.

Resource optimization

Businesses can determine the ideal structure and resources needed to serve each customer segment, from headcount to operational objectives.

Education and training

Business intelligence not only provides tools and strategies, but also guides the training of the sales force, ensuring that they are aligned with the company's objectives.

Sales Execution and Supervision

London Consulting Group's methodology reinforces the importance of standardized sales execution and effective supervision, ensuring that best practices are followed and sales objectives are achieved.

Management and indicators

Finally, it provides clear indicators to measure sales performance, from operational to tactical and strategic.

Conclusion

London Consulting Group Sales & Channels' solutions, through the implementation of its methodology, provides companies with the framework and tools they need to navigate this complex environment. 

Whether it's customer segmentation or pricing, sales planning or execution, London Consulting Group provides a clear and effective roadmap.

For companies looking to not only survive but thrive, business intelligence is not an option; it's a necessity. 

Don't hesitate to contact us for more information and to find out how we can transform your business together.