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HOW TO: Use data to align sales & marketing

Virginie Dupin, VP of marketing EMEA at PROS, explains how data analytics can help sales and marketing work together to make closing business faster, easier and smarter

Most businesses today are united in a common challenge: how to grow profitability and stay ahead of the competition. The way to improve sales effectiveness in pursuit of that goal is by exploring the opportunity surrounding big data. Much of the current attention around big data focuses on analytics and collecting information to glean customer insight from social media behaviour. To me, that’s only the tip of the iceberg.