What is Sales Intelligence?

Sales Intelligence is information that can help businesses better understand their markets, customers, and potential opportunities. The term also refers to information that can help salespeople make more sales.

The use of technology, tools, and practices to gather, integrate, analyze, and present data about a company’s market, customers, and opportunities is a component of sales intelligence.

With good and well-analyzed intelligence, companies are better able to make informed decisions, streamline their sales processes, and boost sales.

Crunchbase has the following definition of the term “sales intelligence”:

“Sales intelligence is the collection and analysis of data to help salespeople understand their prospects and close more deals. Sales intelligence tools gather this data, which provides actionable insights that help sales teams hit their goals.”

A compound noun

A compound noun is a term that consists of two or more words. “Sales intelligence” consists of the words “sales” and “intelligence,” which mean:

  • Sales

Sales refers to the activities involved in selling products or services to customers.

  • Intelligence

Intelligence, in this context, means the process of gathering, analyzing, and using information to make informed decisions and strategize effectively.

Two images of business scenes depicting the concept of Sales Intelligence
Image created by Market Business News.

Customers and prospects

Sales intelligence, at its core, involves gathering and analyzing data about customers and prospects. A prospect is somebody who a company believes could well become a paying customer.

Relevant information includes:

  • Contact details
    Name, phone number, address, email address, social media account, and date of birth.
  • Company information
    Business size, industry, revenue, number of employees, and market position.
  • Buying preferences
    Types of products/services they are interested in, how they purchased or would like to purchase (online, in-person, with a contract), and any patterns or seasonal trends.
  • History
    Records of past communications and purchases.
  • Behavioral data
    Insights into how they interact with your company’s website, emails, phone contacts, and advertising.
  • Decision-maker information
    If you are selling or plan to sell to a business, is this person authorized to make decisions on behalf of their company?

Sales intelligence – customer’s journey

Sales intelligence can provide the seller with a comprehensive view of a customer’s journey.

When you understand the path that customers take to make purchases, you can tailor your approach, ensuring you present the right product/service to the right customer/prospect at the right time.

This personalized approach offers two benefits:

  1. It improves your chances of closing a sale.
  2. It enhances customer satisfaction and loyalty.

Sales intelligence and software systems

Sales intelligence tools are typically integrated with other software systems such as Customer Relationship Management systems. This allows for the seamless flow of data across the whole organization, ensuring that salespeople have access to the latest and most relevant data.

Sales professionals are better able to respond to market changes if they have access to real-time insights. They can adjust their strategies rapidly and maintain a competitive edge.

With the right intelligence, you may also be able to identify market trends and customer needs that haven’t yet been met.


Sales intelligence is a powerful tool that can help you gain new customers, cultivate stronger customer loyalty, improve customer satisfaction, and ultimately boost your company’s sales.

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