Sales and marketing management based on collected data about customers and their purchases is now implemented in many companies. As a rule, key figures are calculated from past data, which are expected to support strategic and operational decisions.
This is based on the assumption that the developments of the recent past will continue in the future. However, this assumption is incorrect if the market has complex dynamics and/or is under the strong influence of external factors such as the economic situation or the competitive situation.
The salesmatic Advanced Sales Analytics Suite offers a remedy: it allows to identify complex patterns in the data and to make predictions that take complex dynamics into account better than the rigid view on key figures of the past. The forecasts and key figures calculated on the basis of predictive models allow sales reporting to be enriched with glimpses into the future, such as sales forecasts or expected closings.
