As businesses gain a new appreciation of the power of data, they’re discovering new tactics for sales and marketing that go far beyond what was possible in the past. It’s not just big data and a technology-driven revolution — it’s also a shift in attitudes about data’s place in the selling process, its role as a guide or as a reality check, and its ability to fuel new processes that drive greater sales performance. However, it’s important to keep in mind the customer’s perception of how data is being used.

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