What is Data Com in sales

Big data - why sales can benefit from even more data

The data volume of Internet traffic via mobile devices was around 11 exabytes worldwide in 2017. This corresponds to an increase of approx. 36% compared to the previous year. 49 exabytes are forecast for 2021, which will quadruple the flood of data. And these figures do not include non-mobile devices - such as the data volume generated by machines.

This exponentially increasing volume of data provides companies with fundamentally new opportunities to gain valuable information about different behavioral patterns and specifics of users - the so-called customer insights. Due to the high market dynamics, this data will have to be evaluated in an even shorter time than before.

Better sales opportunities through more information?

With the help of big data, which describes the processing of extensive, complex and constantly changing amounts of data, the relevant data for sales can be analyzed, evaluated and made available in a targeted manner. The more precisely interested parties and customers are clustered or segmented, specifically addressed via the preferred sales channel, the better the sales opportunities.

Big data sales fears and worries

The basic option of calling up even more relevant customer information and using it for your own sales work has not only existed since Big Data. The very word itself frightens sales, and thoughts of Big Brother are awakened.

Although it is well known that with the help of customer relationship systems (CRM) customers are systematically managed and thus sales are its scarce resource, theActive sales time (AVZ), can invest with the right customers and contact persons with the right topics, is shown by everyday sales activities: more information does not automatically mean that sales also call up this potential. This becomes clear when one examines the data situation in the CRM systems. At most, a fraction of the available options will be exhausted. Because employees are still afraid of too much transparency, evaluation of their own performance and the effort that is hidden behind systematic, regular data maintenance. From the point of view of sales, the expanded approaches of big data also lead to fear that they will be less important for their own company in the future. This is also due to the fact that shopping behavior is changing dramatically. Customers are becoming more autonomous in their purchasing decisions. Social selling supplements or replaces traditional sales activities. Interested parties and customers have often long since acquired more knowledge through the Internet than the sales staff, who up to now still visit them personally in order to convey widely known information. Condensed specific information on buying behavior, preferences and future-looking analyzes are becoming more and more important for sales.

How can big data sales be taken away?

Against this background, the question arises as to whether a company can in the future afford to forego the new technical possibilities of digitization and simply let sales continue to operate as before. The answer is clearly no. There is no alternative. However, executives must motivate and empower sales to recognize the opportunities of big data and use them sensibly. To do this, it is important to make it clear to employees that personal sales will of course continue to be needed in the future, because people generally receive more trust than information technology. However, a benefit must be recognizable for the interlocutor. This is no longer in the information itself, but in concrete orientation and assessments that sales convey to customers or interested parties in a credible manner. This added value, which is based on the experience of many customer conversations, will not be found on the Internet. Current studies also show that more data does not automatically provide more and more certainty for decisions, nor does it always help to make the right decisions. Common sense, the contribution of experience in market and customer development as well as the correct handling of different personality types remain important in sales. These arguments help sales to better understand why the options of big data are an essential prerequisite for successful market development in the future. The management should inform the sales department openly and transparently, involve them and also inform them about the necessity.


No company can do without the potential of big data. The CRM with the new possibilities as an interface in turn offers different departments enormous market and customer knowledge, if information is regularly maintained and relevant data is prepared and made available. However, it is important to inform employees about the necessity of the measure and to involve them in order to ensure the mutual success of the company. The big word big data should be conveyed small and bite-sized for sales.

Ayhan Georgi, Senior Consultant.