It’s no accident that RainmakerForce is in the business of, well, making it rain for salespeople and the places where they work.

Mukund “Mack” Sundaram WG11, president and CEO of the sales tech company, suggests that selling should be smart—as opposed to subjective—and rely less on CRM and more on data. In other words, analytics and data science can be used to track buyer behaviors and build a viable pipeline of potential customers. The ultimate goal? Eliminate some of the guesswork when it comes to areas like recouping lost revenue or accelerating new opportunities, which ultimately means more cha-ching for companies big and small.

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