Why You Should Invest in Sales Intelligence

Headshot of Brandon Bornancin
Brandon Bornancin
October 7, 2022
clock icon


min read

Illustration of sales team reviewing their Sales Intelligence strategy

Sales intelligence (SI) is a term used to describe a business’ ability to gather and analyze data related to sales performance. In other words, sales intelligence software helps you identify opportunities for growth by analyzing your existing customer base, identifying potential new customers within that same market, and understanding why you have been successful or not with each group. 

The direct result of SI is greater efficiency and better sales & marketing strategies—both in terms of targeting specific audiences, increasing awareness through different channels, generating leads, and then closing those deals–which all leads to increased revenue.

What Is Sales Intelligence?

Sales intelligence is the data you need to make better decisions. It's the key to increasing your sales, improving marketing, and building customer loyalty.

Sales intelligence solutions help you get a deeper understanding of your customers so you can better serve them. They also give you more insight into your competitors so you can stay ahead of them in the market.

Why Is Sales Intelligence Important?

Sales Intelligence is a core tool that helps companies make better business decisions and improve their performance. SI helps you know what your competitors are doing, what the market is doing, and what the economy is doing. It also gives you a snapshot of customer behavior so you can better serve them.

How to Use Sales Intelligence Technology

Sales intelligence solutions are useful for gathering data, analyzing it, and making informed decisions. With all the benefits, it should honestly be a core part of your sales process.

Here are two use cases.

Learn More About Your Customer

The bottom line with sales is that you want to understand your customers better. Period. 

In order to get to know your customers, you need to use a sales intelligence tool like a Customer Relationship Manager (CRM) to gather and store customer data. Your CRM helps you build a customer profile so you can better understand the needs of your customer and how they behave on your website. 

You can then analyze the data by looking at trends like where they’re located, what they bought previously, what pages they visited, etc., which helps you learn more about who your customer really is. 

Lastly, based on all this information you can make decisions that will help grow revenue or identify ways to improve customer service.

Find the Right People to Sell To

Picture this–You’re just starting out with your business venture, you have an incredible product or service, but now need to find the right people to sell to. 

In order to get the right messaging to the right people, you would need to use a sales intelligence tool like Seamless.AI to identify your ideal customer profile and pull contact information of people in your target companies.

Different Types of Sales Intelligence Tools

  • Customer Relationship Management (CRMs): A CRM is software that allows you to collect and store data on your customers. You can use it to store name, email, location, phone numbers, and other important information. HubSpot and Salesforce are two of the best CRMs.
  • Content Management Systems (CMS): A Content Management System is software that’s used to build a website. This in itself is not a sales intelligence tool; however, pairing it with a CRM is essential. A CMS allows you to publish content like articles, pages, and host forms that can convert website visitors into customers. WordPress and Webflow are two examples of CMSs.
  • Sales Leads Databases: Sales leads databases are platforms that have contact information on people from different companies. Business to business (B2B) frequently use sales leads databases. These are used to find potential customers or prospects that you can sell your product or service to. Use this to build email lists and more. LinkedIn Sales Navigator and Seamless AI are examples of the best sales leads databases. Seamless is a real-time database that does not get stagnant with old lead information.
  • Data Enrichment Tools: Data enrichment tools allow you to upload a prospecting list from a leads database and add more information to it. This is important because you want to make sure the information you have on a prospect is accurate and up to date.
  • Prospecting Tools: These are tools that allow people to send emails, SMS, and other messages to prospects. Tools like Outreach IO are a good example of a sales prospecting & outreach tool.


SI is a great way for businesses to keep track of their sales data and make sure they’re always making the most out of their marketing efforts. Sales Intelligence is a crucial part of learning more about your customers and prospects. 

Try out some of these tools and software today and start turning your data into revenue!

Insights Delivered Straight to Your Inbox

Subscribe today to get the latest posts delivered right to your inbox.

Thank you, you're on the list!
Oops! Something went wrong while submitting the form.
stylized email graphic of envelopes and paper planes going to mobile phone
Additional Resources

Latest Posts

Read this blog titled:
The Ultimate Guide To Customer Success Renewals

The Ultimate Guide To Customer Success Renewals

Read this blog titled:
Free Email Templates to Sell To People that Just Change Jobs

Free Email Templates to Sell To People that Just Change Jobs

Read this blog titled:
What Is Lead Scoring?

What Is Lead Scoring?