Data Driven: How Performance Analytics Delivers Extraordinary Sales Results

Praise for DATA DRIVEN

"Too often, the only data sales leaders have are backwards–looking, seen through the rear view mirror; but now with the ideas and models in Data Driven, you can use data to look through the windshield, to see where you′re going."
Randy Seidl, CEO, Revenue Acceleration, LLC

"This enjoyable read by Jenny Dearborn combines a relatable story about a struggling sales force with real–life, cutting–edge concepts that will teach you and your team all about data analytics and how to apply them. Read this book and learn from an expert how to transform the sales process in your organization and get powerful results."
Ken Blanchard, Coauthor of The One Minute Manager®

"Jenny Dearborn has written a must–read for leaders at every level of growth–hungry businesses. Data Driven is a blueprint for building winning strategies, successful sales teams and sustainable customer relationships."
Bill McDermott, CEO, SAP

"Jenny Dearborn′s Prescriptive Action Model wrestles sales strategy from the grips of hindsightdriven thinking and offers a refreshing approach to real sales growth using data driven foresight."
Charles L. Fred, Group President, Xerox and author of Breakaway

"If you want to take the sales function of your company to the next level, you′ve got to read Data Driven! Through an engaging fictional story and insightful commentary, Jenny Dearborn makes the complex subject of data analytics interesting, accessible, and practical."
Chuck Battipede, Senior Vice President, Learning & Development, Hewlett–Packard

"A must read for all sales managers. Jenny uses colorful, fictional characters that engage in a constructive mind–set shift, which leads them to integrate all sales functions into a comprehensive data driven system. A fun and fast read for Millennials and a career survival handbook for anyone over 35."
Gerhard Gschwandtner, Founder and Publisher, Selling Power

"Jenny Dearborn knows more than anybody about learning, analytics and sales organizations. If your future involves any of these, read this book!"
Brandon Hall, Founder, Brandon Hall Group

"While Data Driven is a ′must follow′ for any organization struggling with sales effectiveness, the roadmapand lessons included are relevant for any business transformation that requires accelerating team performance through laser–focus on the game–changing actions derived from multi–dimensional analytics."
Angela Cinefro, Chief Human Resources Officer, Clarity Solution Group

"Regardless of your role, if you aspire to succeed in a strategic and predictable manner, you must embrace the power of analytics. This book focuses on sales, but it′s applicable to just about any part of the organization. And, it′s written so well that you don′t have to be a numbers geek to understandthe potential of data analytics. Once I started reading it, I couldn′t stop it′s that good."
Tony Bingham, President and CEO, Association for Talent Development

Preface xi

Here s the Crux xii

Sharpen Your Competitive Edge xiii

The Birth of a Vision xvi

What You Can Expect from This Book xvi

Going Holistic xviii

In the Beginning xix

Chapter 1: Playing the Blame Game 1

Chapter 2: Pulling Back the Curtain 27

Chapter 3: Changing Mindsets 49

Chapter 4: Finding the Keys 69

Chapter 5: Describing What Happened 95

Chapter 6: Diagnosing What s Wrong 121

Chapter 7: Predicting What s Ahead 145

Chapter 8: Prescribing What to Do 171

Chapter 9: Celebrating Success 195

About the Author 211

Index 213

JENNY DEARBORN is a leading authority on sales enablement and training, with expertise in big data and predictive analytics. As Senior Vice President and Chief Learning Officer for SAP, she designs and drives employee learning and enablement strategy. Dearborn was recognized as one of the 50 Most Powerful Women in Technology in 2014 by the National Diversity Council, and through the Fortune Most Powerful Women Network, she is a mentor for the U.S. State Department to female entrepreneurs in developing countries. Her team was named by eLearning Magazine the #1 top performing corporate learning organization in the world in 2013.