Historically companies have decided what markets to focus on and have allocated sales resources based on looking at past results and using gut feel.
But ""big data"" and deep analytical capabilities give sales and marketing leaders a better way. Using data, they now have the ability to precisely identify lucrative micromarkets and better align sales resources to maximize the organization's future opportunity. Companies using analytics to pursue a micromarket strategy are dramatically increasing sales without spending more. In this HBR webinar, a team of McKinsey partners: Manish Goyal, Maryanne Q. Hancock, and Homayoun Hatami share keys to leveraging big data to find and capitalize on sales opportunities.