Even as businesses find new ways to create and track customer data, too many sales teams still can’t put that data to work. But smart organizations are realizing that data is their biggest competitive advantage, and analytics is how they can turn it into game-changing insight.

Nearly every industry uses some form of analytics to make sense of their data, to inform everything from R&D to customer service to, importantly, sales.

Thanks to analytics, sales are on the cusp of a powerful transformation. If you read one thing this year about how analytics has evolved to become an invaluable sales tool, make it this white paper.