Data-collaboration technology takes this a step Move from predictive to prescriptive decision further by enabling businesses to share approved making. Predictive insights are only helpful if they data safely and securely with each other, driving are actually used to drive targeted actions. Hence, smarter go-to-market (GTM) and strategic one needs to not only predict customer behaviors partnerships. For instance, a retailer might share but also have the data-driven tools to prescribe what transaction data with a manufacturing company, to offer, how to message, and where to engage—in that could help the manufacturer predict its real time. This applies to preventing churn as much required inventory at stock-keeping unit (SKU) as to customer acquisition. It’s not enough to know level, adjust its sales initiatives, and adapt its that your customer is at risk of leaving; knowing marketing material. when they’re in the leaving window, why, and what to do about it equips companies to address customers’ These innovative sources of data can be turned concerns right away. into actionable recommendations for companies’ frontline sellers. For example, one mortgage lender As an example, one agricultural distributor was developed a tool to help its sales teams make facing mounting competitive pressure and decisions based on previously unavailable data. By disintermediation from large producers that were combining public, partner, and proprietary sources selling direct to growers. Faced with rising churn spanning geospatial, urban, financial, consumer, and declining win rates, sales leaders knew they and business data—including datapoints such as needed to drive mitigating actions that went beyond distance to highly rated restaurants—the lender traditional analytics to build a complete, prescriptive could accurately predict the rent of buildings. decisioning engine, aligning their engagements and touchpoints with observed customer opportunities and preferences.2 Predictive insights are of little help unless combined with data-driven prescriptive recommendations for where to engage, what to offer, and how to message. 2 Ibid. Future of B2B sales: The big reframe 9