Analytics Proficiency in B-to-B

Many organizations believe they have the best possible — or at least adequate — answers to key business questions, such as how should we prioritize leads for sales, and who are our key buyer personas. However, in the constantly changing b-to-b landscape, organizations that are not keeping up with the latest developments in advanced data and analytic processes run the risk of operating with suboptimal solutions to critical business issues. In this session, we will describe a process for determining whether your organization is fooling itself about your solutions to key business issues, and we will discuss two other key competencies marketers must master in the age of sophisticated b-to-b analytics.