We're thrilled to announce we are launching Analyzr, our service streamlining machine learning analytics for sales and marketing teams!
Machine learning is undeniably useful. ML simplifies the computation of complex data outputs and extracts value from data that humans simply can’t achieve. However, just because a machine is executing the heavy lifting, doesn’t mean ML models are a “set-it and forget-it” type of activity. Like most things in life, data changes over time. Relationships between variables in the data pipeline can also change. These changes prompt what is called Model Drift, sometimes also referred to as Model Decay.
ML models don’t like change. They are trained to assume future data ingested will look like the data used to build the model, so Model Drift is a thing we want to monitor for and prevent. In the subsequent post, we’ll describe two types of Model Drift and outline a few ways you can identify and take action to prevent model degradation.
Machine learning is a better prediction technology, and with better predictions you can more easily optimize business outcomes. However, for many business users, the idea of implementing this feels unattainable. At G2M Insights we know that leveraging machine learning is possible for every company, no matter the size or maturity of the business. We know, because for the past several years the G2M team has been living this day-in and day-out, supporting our clients with building, training, and implementing unique-to-their-business analytic models in areas like propensity modeling and clustering. We’ve learned a few things along the way, and wanted to share some of those lessons with you.
A recent piece in the Harvard Business Review caught our attention: “Traditional B2B Sales and Marketing are Becoming Obsolete”. We agree and we see this every day with our own clients and partners, who look to us to help interpret what this means for their business and what they can do to address it.
Just as last year’s global shutdown changed the economic landscape, this year’s transition to the new normal will have an impact on many facets of business and life as we know it. So, what does this mean for data? And, more importantly, for the analytics driving our businesses that are supported by that data?
Pricing is one of the most important business levers impacting your bottom line. A small change in rate on a product or service can have a large effect on profit. It is imperative that your pricing strategy and execution leverages advanced analytics to ensure decisions are constantly optimized.
Now is the time to be making key decisions that will set your company up for success in 2021. Particularly in subscriber-based businesses, misses to Q1 revenue make your annual targets that much harder to make up. The impact you can have on your year-end revenue is the greatest it will be today.
As the year closes, we thought it would be helpful to reflect on the lessons we have learned. It was a challenging year for most, one that accelerated the ongoing digital transition for all. Perhaps the biggest lesson was that those who adapted have thrived. Why did some players thrive while other struggled? We have distilled below key insights that your business can implement for growth in the new year.
TLDR: When your business is not meeting sales targets, how do you know whether your sales team is on the right track? Data-driven selling can be a powerful tool for diagnosing and improving sales productivity issues. It is founded on the following four insights: (1) sales success is highly correlated to the right sales activities with the right frequency; (2) there is a real and measurable point of diminishing returns for any sales activity; (3) you can develop high quality expectations for new and retrained sales personnel pertaining to sales production over time; and (4) data infrastructure and dashboards are key to sales managing themselves and to management managing sales.
We're thrilled to announce today we've joined HubSpot’s Solutions Partner Program! We’re continuing to expand our technology and delivery capabilities with HubSpot's inbound marketing platform. By adding HubSpot’s suite of marketing tools and automation technology to our tech stack we are now best positioned to deliver customized marketing automation at machine speed and scale.
TLDR: Taking a data-driven approach to B2B selling and marketing will transform your go-to-market strategy. You don't need a major transformation overnight; instead, get started on the journey by putting the different elements in place at your own pace. Enabling it all will be an updated sales and marketing data ecosystem, which will be covered in an upcoming post. Let's focus for now on the key moves that will bring your go-to-market strategy into the 2020s.