For Financial Services Firms, Analytics Success Starts With the Sales Force, Not Customers

Posted by Jason Brown on Mon, Jul 18, 2016

Open your mailbox at home and you’ll likely find a barrage of credit card offers, mortgage pitches and other marketing promotions—evidence of just how much financial services firms are applying data-based marketing these days. That’s primarily on the B-to-C side, however. Financial firms have had far less success using analytics on the B-to-B space, and they’re not alone. 

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