You’ve probably heard the phrase “data-driven culture” thrown around for years now. Although many companies practice data collection, it isn’t useful if nothing is done with it.

A data-driven culture is one in which every employee, from the top level down, utilizes data and analytics to gain business insights that lead to operational improvements. It’s not just about collecting data—it’s also about inhabiting a data-driven mindset.

In a sales environment, data is often collected and referenced for large-scale goals, such as quarterly revenue or the number of closed deals. However, if data is only used for big-picture items, sales teams miss out on essential insights into the inputs and behaviors that allow reps to accomplish these large-scale outcomes.

A data-driven culture in sales is about using data to inform granular processes and create a web of data that shapes an entire team. When you can measure a rep’s performance using sales management tools, you can develop a data-driven coaching strategy, accelerate ramp, identify goals, and more. When you have high-performing sales reps, your organization excels. 

So how can you create a data-driven culture within your organization? Let’s start from the top and work our way down.

Defining “Data-Driven”

Globally, the total amount of data created, captured, copied, and consumed reached 64.2 zettabytes in 2020. And this number is forecasted to grow to more than 180 zettabytes by 2025.

Companies are taking stock in this reality. According to an Accenture report, data-driven organizations experience annual growth of 30 percent. And for good reason! Businesses are using data to make decisions that:

It’s no longer about going with the gut, but instead using evidence-based data to make decisions and pursue business objectives. The leaders making these decisions have access to reliable technology—including data collection tools—to uncover the value of the data. 


What is the value?

Data by itself is a set of numbers with no real value. Only when it is collected and organized does data become valuable. In the context of a sales environment, sales managers need to collect data on their reps to understand their performance. Using a sales management tool, managers can create sales coaching plans and goals that contribute to business solutions and improved processes.

Adopting a Data-Driven Culture

With its clear value in mind, how should you go about adopting a data-driven culture? To get started, here are key strategies for organization-wide adoption: 

Make data a core component of your strategy. 

In other words, data should be the basis for all decision-making, from sales enablement decisions at the executive level to decisions about processes and performance for reps. 

Audit your organization’s current situation.

Through an audit of both employees and technologies, you can reveal barriers to change. Usually, these barriers include outdated technology or entrenched beliefs about how to approach business operations. 

Identify gaps in the system. 

By identifying data-related gaps across systems and processes, you can establish a reliable source of information, such as a centralized platform that provides transparency and eliminates the possibility of data silos or disparate information systems. 

Encourage and prepare for change. 

When adding new technologies and replacing old systems, there will be a necessary adjustment period. Provide plenty of resources, such as training sessions, to ensure users are prepared once the new technology is implemented.

Ensure everyone is prepared. 

Similar to the previous point, develop training sessions and skill-sharing programs to ensure everyone is on the same page. Democratizing data means that everyone uses it, whether it’s sales leaders using it for tasks or sales reps using it to improve their performance. 

Remain flexible. 

Adopting a data-driven culture isn’t an overnight process. A data program is essential to measure success, and the organization adapting to it needs to be prepared to change processes so it can deliver improvements.

Creating a Data-Driven Cultures with Sales Management Tools

To support a data-driven culture in sales, teams need to invest in the right sales management tools to improve trust in data. Traditional sales management tools don’t cut it, with indecipherable charts that are only legible to a data analyst.

Atrium is a purpose-built, data-driven sales management platform that empowers sales managers with the data they need to improve their reps, set goals, formulate coaching strategies, and more.

If Atrium sounds like it would benefit your team, set up a free account today!