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  • ThinkSales

    Run Sales on Data, Not Hunches

    Nov 02, 2016 4 minutes
    BY ROB MARKEY
    For customer feedback to be useful to B2B suppliers, it must give managers the information they need quickly, and there must be mechanisms to ensure that the company acts on and incorporates the feedback into future decisions.

    Decision-making at big B2B companies is often skewed by anecdote and myth: A worried report from the most vocal sales person about a competitor’s latest move; a customer complaint that happened to be fielded by a senior executive. The flow of one-off stories often has outsized influence on how senior managers shape the firm’s interaction with customers.

    Anecdotes gain that stature because managers often lack timely, reliable information. The typical approach to gathering customer feedback involves a once-a-year survey

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