Predictive analytics works on a very simple premise. All that historical data you have, in CRM systems, emails, transaction based systems is potentially a pot of gold. Predictive analytics will trawl through all this data looking for patterns of behavior that have worked over and over – and by default those that haven’t. Once these patterns have been tested on data that hasn’t been seen before...... Predictive systems will look at data as it enters your systems and identify prospects that show a high probability of closing, versus those that don’t. They can even recommend the next best action, based on the sequence of actions that have shown to work in the past. The net result is that reps can focus on the best prospects and spend less time on the poor quality leads.

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