How Much Are Sales and Marketing Organizations Spending on Big Data

How Much Are Sales and Marketing Organizations Spending on Big Data:

from Business 2 Community by Neil Spencer


Companies wring their hands over not having sufficient quality data, but not all of them realize big data is not a goal in itself – it’s only as beneficial as the actionable insights that can be drawn from it.
The Cost of Too Much Data, one of Lattice’s latest infographics, looks at how businesses collect and interact with information, revealing how much data mining and research are costing B2B sales and marketing organizations across the United States.
The key takeaway? Only 37% of a typical day of a B2B sales representative is used for actual selling – the rest is spent on traveling, generating leads, conducting research and carrying out post-sale tasks. As a result, businesses end up spending over $50 billion on sales prep time every year (an average of 4 hours/week).
Here’s the infographic Lattice put together to reflect the impact of big data on B2B organizations: