The world of predictive analytics has become a crowded field. To get an edge, I see players in this field making some fantastic promises about the “proven ROI” that their offerings provide. The claims often sound fairly compelling. An X% increase in sales! A Y% decrease in cycle times! Z% higher price points! Presumably there are anecdotal elements of truth somewhere in these messages.

But anecdotes and definitive proof are not one and the same.

No technology vendor will have direct line of sight to the other sales initiatives that are being implemented to drive results. For example, every cutting edge sales organization is constantly evaluating changes in comp plans, sales training plans or new product education initiatives. Presumably, companies also make these changes to impact cycle times, price points, and revenues.

Companies that are rooted in mathematical integrity tend not to make claims about proven ROI without out any deference to the myriad other success variables that good sales leaders balance on a daily basis to impact their businesses. But then again, sometimes creative marketing campaigns are based more on convenient truths.