𝗗𝗶𝗱 𝘆𝗼𝘂 𝗸𝗻𝗼𝘄 𝘁𝗵𝗲𝗿𝗲’𝘀 𝗮 𝗿𝗲𝗮𝗹 𝗳𝗲𝗮𝗿 𝗶𝗻 𝘀𝗮𝗹𝗲𝘀 𝗮𝗻𝗱 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗮𝗻𝗱 𝗶𝘁’𝘀 𝗻𝗼𝘁𝗵𝗶𝗻𝗴 𝘁𝗼 𝗱𝗼 𝘄𝗶𝘁𝗵 𝗛𝗮𝗹𝗹𝗼𝘄𝗲𝗲𝗻? 𝗜𝘁’𝘀 𝗰𝗮𝗹𝗹𝗲𝗱 𝘁𝗵𝗲 ‘𝗱𝗮𝘁𝗮 𝗱𝗿𝗲𝗮𝗱’ 𝗮𝗻𝗱 𝘆𝗲𝘀, 𝘁𝗵𝗲𝗿𝗲 𝗶𝘀 𝗮 𝘄𝗮𝘆 𝗼𝗳 𝗳𝗶𝘅𝗶𝗻𝗴 𝗶𝘁 – 𝘄𝗶𝘁𝗵 𝗣𝗼𝘄𝗲𝗿 𝗕𝗜.
According to a survey by Deloitte, 90% of sales and marketing professionals work with data or spreadsheets every week, yet two-thirds still feel uneasy about using it, and 30% actively avoid it altogether.
The report also shows that three-quarters say their reliance on data has grown in the past two years.
If you lead a business, you’ll know how much you depend on numbers and dashboards to make decisions. For your teams however, this can sometimes feel overwhelming even though the problem isn’t a lack of data, more that the story behind it isn’t clear.
𝗗𝗮𝘁𝗮 𝗮𝗹𝗼𝗻𝗲 𝗱𝗼𝗲𝘀𝗻’𝘁 𝗺𝗼𝘃𝗲 𝗽𝗲𝗼𝗽𝗹𝗲. 𝗦𝘁𝗼𝗿𝗶𝗲𝘀 𝗱𝗼.
According to Deloitte, good data storytelling can improve business performance by up to 20%. When people can see and understand the story behind the data, they make better, faster decisions.
So where does data fit within the sales and marketing function and how can the fear of data be addressed, effectively?
𝗗𝗮𝘁𝗮 𝗶𝗻 𝘀𝗮𝗹𝗲𝘀
Sales teams track pipelines, forecasts, and conversion rates — often juggling multiple spreadsheets, CRM reports, and sales targets to understand what’s really driving performance. They want to know where leads are coming from, which opportunities aren’t converting, and what their revenue forecast looks like for the next period.
𝗗𝗮𝘁𝗮 𝗶𝗻 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴
Marketing teams must measure campaign performance, engagement, and ROI. They’re looking at website analytics, social media reach, email open rates, and lead quality from different campaigns — all to prove what’s working, and what’s not.
𝗧𝗵𝗲 𝗺𝗲𝗲𝘁𝗶𝗻𝗴 𝗼𝗳 𝘁𝘄𝗼 𝘄𝗼𝗿𝗹𝗱𝘀
Very often this kind of analysis doesn’t come naturally for sales and marketing people. Marketers whilst strategic, are also often creative and driven by ideas and visuals. And at HG Technology, we are yet to meet a salesperson who doesn’t love to tell a good story (and that goes for our sales director Malcolm).
So, what if the two worlds could meet? What if numbers and narratives could come together connecting activity to outcomes and turning insight into action?
This is where 𝗣𝗼𝘄𝗲𝗿 𝗕𝗜 comes in and used properly, can really make a difference.
Part of Microsoft’s Power Platform, it turns disconnected spreadsheets and siloed dashboards into clear, visual insights that everyone can understand and act on — quickly.
Take our financial services client 𝗔𝗹𝘁𝗲𝗿𝗻𝗮𝘁𝗶𝘃𝗲 𝗕𝗿𝗶𝗱𝗴𝗶𝗻𝗴 𝗖𝗼𝗿𝗽𝗼𝗿𝗮𝘁𝗶𝗼𝗻, for example. Using Power BI, we worked with them to bring their sales and operations data into one shared view. It gave them a clearer picture of their pipeline, quicker identification of bottlenecks, and stronger collaboration between teams. Numbers became narratives — helping them see not just what was happening, but why.
At HG Technology, we help organisations see clearly by:
• Giving staff access to tools they’ll enjoy using
• Providing training that builds confidence
• Turning raw data into stories that drive performance
Get in touch now for a free no obligation chat if you’d like to find out more. Email us on enquiries@hgtechnology.co.uk.
