Sales Data Management: Roles and Responsibilities

The vast amount of data that can be collected about buyers, sellers, and markets presents both an opportunity and a challenge for sales operations. There is opportunity to leverage data collection, correlation, and analysis to deliver insights and intelligence that improve sales productivity and decision-making. The challenge is that organizations can quickly become overwhelmed by the volume of data, the potential for duplication, and point-of-entry errors. In this report, we review the fundamentals of sales data management and define four roles that must be identified within the sales operations organization to implement and sustain an effective sales data management program.