For Tech Companies, Analytics Success Comes Down to Time, Talent and Treasure

Posted by Ashish Vazirani on Thu, Jul 14, 2016


You’d think that high-tech companies would be further along in their use of sales and marketing analytics than companies in other industries. After all, high-tech companies live and breathe technology and have an institutional understanding of data, but while they might be a bit further ahead than some industries, it’s not by much.


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Four Reasons Why Your Analytics Efforts Aren't Making an Impact

Posted by Ekaterina Mamyshev on Fri, May 27, 2016

“I see dumb people, walking around like regular people. They don’t even know that they’re dumb, and they all work here.”

Have you ever felt this exasperation in the office? If so, you are not alone. As a ZS consultant often working to give research and analytics a seat at the table, I’ve heard this grievance from my clients many times—particularly from research and analytics leaders, some with Ph.Ds, who say that their insights are not being acted on. In the quote above, one of my clients, in particular, has taken a few liberties with a quote from the movie The Sixth Sense to capture his vexation.


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Become a CX Conductor: Breaking Down IT Vendor and Partner Silos

Posted by Brandon Mills on Thu, Mar 03, 2016

Truth or myth: High-tech vendors have little power to influence the customer experience when selling through channel partners?

For high-tech marketing and sales professionals who think that this is a truth, shame on them. High-tech vendors can, and absolutely should, influence their end customers’ experiences when they purchase products or services from a channel partner. I’m not saying that it’s easy, since the partner often “owns” the customer relationship, and in many cases, vendors have limited engagement with the buyers and users of their products or services. However, in today’s hyper-competitive IT market, vendors must protect their brands and deliver on their value propositions regardless of their channel strategy.  


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When Do You Really Need a Chief Data Officer?

Posted by Bhargav Mantha on Tue, Feb 02, 2016

Data is now recognized as a fundamental business asset, a natural resource, a driver of innovation, a source of revenue, a creative force for new products and new wealth, and a job opportunity gold mine for those with the right skills.


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Busting Three Myths About Big Data

Posted by Bhargav Mantha on Tue, Nov 03, 2015

With so much hype about Big Data, it's hard for leaders to know how to exploit its potential, making it important for them to cut through all the hype and confusion, and discipline themselves to base their actions on known facts and business-driven outcomes. This is easier said than done due to the various myths surrounding Big Data. Here are three myths that need to be debunked in order to avoid resource wastage, dead-end paths or missed opportunities.


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