Sales Intelligence

sales intelligence

What is Sales Intelligence?sales intelligence

Sales intelligence refers to a wide selection of various practices and technologies that collects, analyzes and presents information intended to bolster the efforts sales teams. Living in an age of technology, businesses have access to vast amounts of data, including statistics on clients, industry trends and types of sales. The challenge is sorting through the data and finding strategically helpful information.

The purpose of sales intelligence is to break down sales data into a palatable form so that businesses can draw accurate conclusions and generate effective strategies based on the sales data. Sales intelligence reports should provide simplified insights into the state of affairs for a business’s sales team so that changes can be implemented as soon as possible.

In order for sales intelligence to perform its proper function, current information needs to be provided so that current sales initiatives and challenges are taken into account. This process allows businesses to change campaigns and sales techniques while they are in motion rather than after the fact.

Sales analytics also play a large role in B2B sales intelligence. The sales intelligence analyst looks at:

  • Sales demographics – Where each client or customer is located.
  • Personas of sales transactions – General information about each client, such as age and gender.
  • Lifetime value of customers – An analysis of how often customers will repeat purchases, and other patterns of behavior.


Sales Intelligence as Part of Marketing Intelligence

The purpose of marketing intelligence is to increase leads and sales. With that in mind, sales intelligence falls underneath the umbrella of marketing intelligence. Having information about the efficacy of a business’s sales process and customers can aid in the marketing intelligence process.

Sales lead intelligence is particularly helpful to the overall purpose of marketing intelligence. Every business needs to thoroughly understand the process a lead undergoes before he or she is ready to convert. Sales lead management and intelligence provides that information to sales and marketing teams so that the quality of online lead generation efforts can increase.

Important Parts of Sales Intelligence Systems

Sales intelligence data is composed of several different parts:

  • Sources for leads – Determining where sales leads online come from can help point to areas that are more successful and those that need help, such as a company website, SEO efforts or a PPC campaign.
  • Sales Accepted Leads (SALs) – SALs are an important transitional stage leads pass through on their way from the marketing team to the sales team. By monitoring the steps taken between the marketing qualification stage and the sales qualification stage, companies are able to make adjustments to improve or refine their lead generation process.
  • Sales Qualified Leads (SQLs) – Qualified sales lead intelligence involves analyzing information about sales leads to determine what factors led to those leads becoming sales-qualified. Knowing this information can help teams manage sales leads as they come in.
  • Actual sales made – Sales intelligence reporting should identify factors that determine whether a sale actually takes place with an SQL.


Sales Intelligence Tools

The right tools enable companies to sort through the vast and complex business-to-business sales intelligence available to them. Some popular online tools include:

  • Inside View – This tool can be used to gather business data, list leads, and enumerate connections in social media.
  • Kred – This tool helps you create a list of influential leads and list priorities within the leads.
  • Radius Intelligence – Radius provides business records and data for sales intelligence.
  • Sales-i – This is business intelligence software that provides on-demand sales and customer intelligence.
  • Demand Metric – This is a metrics company that has hundreds of tools, many of which aid in sales intelligence.


Sales intelligence companies will also often use complex spreadsheets with programs like Microsoft Excel to calculate individualized formulas. The solution often depends on how complex the data is, and how much data there is to organize.

Sprint Marketing Offers Sales Intelligence Solutions

Sales and marketing teams require accurate and updated information in order to make the right decisions on marketing campaigns and sales strategy. Sprint Marketing reporting and analysis provides a comprehensive view of sales intelligence, enabling us to also offer valuable business insights into:

  • SQLs
  • SALs
  • SQL sources
  • SAL sources


Get Your Own Free Leads Analysis to See How Sprint Marketing Can Improve Your Sales Intelligence Today

Sprint Marketing increases web leads for B2B companies by providing detailed and actionable sales intelligence as part of our overall marketing intelligence package. This also includes: lead intelligence, website intelligence and campaign intelligence. Call a Sprint Marketing expert to get your own free leads analysis and learn how we can improve your sales intelligence.