Gartner Research

Predictive Analytics Are Transforming B2B Selling

Published: 15 May 2015

ID: G00274067

Analyst(s): Todd Berkowitz , Theodore Travis

Summary

Predictive analytics is promising for improving B2B sales processes, especially lead and opportunity conversion levels. Gartner is encouraging IT leaders charged with supporting the sales organization to analyze their business purposes and product capabilities before proceeding with these solutions.

Table Of Contents
  • Impacts

Analysis

Impacts and Recommendations

  • Predictive analytics solutions have had a positive impact on B2B lead and opportunity conversion rates
  • Predictive analytics solutions support sales effectiveness by putting sophisticated machine-learning capabilities into the hands of sales users
  • Predictive analytics solutions require large datasets to be most effective
  • Proofs of concept can demonstrate the accuracy of vendors' predictive analytics capabilities before solutions are purchased

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