What Is a Data-Driven Sales Process? Why It Is Important for Representatives to Understand the Evaluator's Perspective

Understanding the Evaluator's Perspective

Sales department evaluators assess representatives based on their potential to convert leads into closed deals.
Rather than relying on a single numerical metric like the number of closed deals, they define "excellent" sales representatives by analyzing their performance distribution over a specific period.
Leads are then assigned to sales representatives in order of their potential.

• Which team is responsible for the industry to which the lead belongs?
• Within that team, which member is most knowledgeable about the lead's inquiry?
• To what extent has the lead researched our company, and what questions are they likely to have?

Based on the perspectives above, we assign the most suitable representative.
Specifically, we streamline the distribution process based on the following criteria:

1. Lead Qualification

We evaluate whether a lead matches our target market or customer profile to determine whether to pursue sales activities with that company. This evaluation is based on factors such as industry/sector, company size, region, and similarity in needs or challenges. We also use metrics like budget and purchase intent to determine the potential for future high-value sales or long-term relationship building.

2. Level of Interest in Our Company

By evaluating a lead's level of interest, we determine the likelihood of them engaging with the information or content we provide and moving the deal forward. Specifically, we consider factors such as the number and frequency of website visits, whether they have downloaded specific content, or their participation in marketing campaigns.

3. Response Rate

We evaluate the frequency of responses and communication regarding sales activities to determine the necessity of follow-up or information provision. For leads with high response rates, we can allocate more resources to provide in-depth information, thereby increasing the potential for business negotiations. For leads with low response rates, we must conduct regular follow-ups to nurture their interest.

This system is built on a commitment to prioritizing the customer.
Furthermore, the foundation of this system is the collection and analysis of data.

Data Available for Sales Representatives



Leads (prospective customers) face business challenges.
An excellent sales representative is defined by their ability to derive a context in which their company's products or services can solve the challenges the lead is facing.

So, how do excellent sales representatives derive this context?
The answer is preparation. By conducting efficient preparation, they can demonstrate to the customer that they have a wide range of "drawers"—or ready-to-use insights—to provide accurate answers to various questions.

One method for efficient preparation is data utilization.
By using data to comprehensively anticipate a lead's needs, you increase the number of "drawers" mentioned above, which in turn leads to an improved closing rate.

Specifically, using the following types of data is said to lead to greater efficiency:

1. Industry Data
Research which industry the lead belongs to and investigate what solutions our company has provided to solve specific challenges in that segment.

2. Sales/Profit-Related Data
Understand the trends in sales and profits over the last few years to evaluate whether the company is in a financial position to invest.
Also, investigate whether investments are being made in our product or service areas based on information such as "investment status by sector" found in public documents.

3. Company Size Data
By analyzing the distribution of personnel (executives and employees) by department and region, we can predict the lead's focus areas and determine if they align with our product or service offerings.

4. Intent Data
Visualize the areas in which the lead has a particular interest based on online behavioral data.
At the same time, collect information on whether their interest in competing services is increasing to determine whether to include competitive advantages as part of your sales pitch.

5. Affiliation Data
Clearly define and classify relationships between companies, branches, and organizations based on criteria such as capital.
This allows you to identify group companies that likely have similar challenges and consider horizontal expansion of your sales approach.



Collecting information about leads using standardized criteria helps in determining lead potential and increases the productivity of sales representatives.
By prioritizing leads that have specific needs and a high probability of continuous payment, and by dedicating time to detailed proposal activities, you can maximize the use of limited resources.
Additionally, for leads with lower potential, knowing which approaches are effective in advance through data allows you to utilize that information for regular follow-ups.

Conclusion

One challenge faced by sales representatives in every industry is the lengthening of the sales cycle.
In particular, purchase decisions for services related to overall corporate activities, such as new systems, tend to involve more stakeholders than in the past. As a result, there is a need for more in-depth discussions with more decision-makers over a longer period, creating a dilemma where it is difficult to achieve sales results quickly.
However, for many advanced companies, investment in the efficiency of corporate activities remains a priority management issue, and for companies with high competitiveness, it is also an area where growth can be expected.
Many purchasing managers at client companies are open to receiving insightful proposals from sales representatives.
This is because they want to build sustainable relationships with trusted partners rather than purchasing from vendors they are not interested in.
Understanding these customer sentiments and utilizing information revealed by data to propose solutions to prospective customers' challenges is likely the most essential element for successful business negotiations.

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