Data Driven; Tactically

Data Driven; tactically.

Today we’re hitting on that much-loved SaaS-y buzzword: “data-driven”.

Like most terms that we eventually get sick of, “data-driven” came from a real phenomenon - the imperative shift away from individual opinions ruling decision making and looking at what the actual data is saying - whether it’s product usage, churn, CSAT scores - to determine corporate strategy.

Becoming data-driven all starts with the data that resides in your repositories like:

▶️ opportunity dates
▶️ renewal dates
▶️ product purchase history
▶️ invoice payment dates

and all the many points of data that are collected and used to help the organization function.

Now for most orgs, this data resides in multiple platforms that need to be integrated – this is where things get messy!

So to keep a clean data foundation, think of any integration as being at the natural junction point in a customer journey for a more seamless flow of info.

An example of a natural junction point between two internal functions is Sales marking an opportunity as close-won.

This is a trigger for Finance to invoice that customer (typically in a separate platform) so it’s imperative that there is something in place – preferably automated – that can push the necessary details through and keep the journey on a smooth ride.

Being data-driven isn’t just about having a ton of it, it’s about getting the right data to the right person at the right time.

The platforms you use should support and not hinder that.

And if they don’t? It might be time for a re-evaluation.