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Social for Sales Finally Making a Dent in the Selling World

by Patrick Stakenas  |  May 31, 2013  |  2 Comments

I have viewed numerous vendors recently that are making progress on using “Social” within the sales process.  Throw out the notion of finding leads on facebook,  twitter or linked in…. it can be done.. but its not efficient and I have not heard of any real solid case studies where this has been done on a large scale.   There are a couple of companies that are interesting however Artiesian Solutions, Squirro, and Lattice Engines (Lattice was covered in Gartner Cool Vendor for Sales Report 2013)  are using Big Data and Social to sift through the mountains of social information internal and extermal to narrow down who is likely to buy something you selling.

This is interesting as this approach is not looking at social for social sake, and  spending hours and hours inside of these social sites interacting or sifting…  but using what is happening on social media, industry sites, blogs, etc and leveraging the data to pinpoint opportunities.

Social for sales is just that, letting the business world interact as it will… and using technology in the social world of sales to gather, develop and understand what is occuring, in real time and pushing it to the sales organization where it can be used to find and develop selling opportunities.


Patrick Stakenas
Research Director
1 year at Gartner
14 years IT industry

Patrick Stakenas is a research director at Gartner Research. His primary focus is on sales performance management (SPM) and mobile. Mr. Stakenas has extensive expertise in SPM, CRM, SaaS and cloud computing models. He has application expertise in SPM, incentive compensation, sales force automation (SFA) ...Read Full Bio

Thoughts on Social for Sales Finally Making a Dent in the Selling World

  1. Great, thanks for sharing this article.Really looking forward to read more. Want more.

  2. Patrick,

    Social Selling can be done (and is being done) at scale, in a lot of large organizations. These include IBM, Microsoft and SAP, to name a few. It might be worth a follow-up article to examine how those companies are using social media for their enterprise sales teams.

    I’m glad to see you also mentioned companies like Lattice Engines that are taking a unique approach to helping sales organizations mine data for qualified sales leads. This area is poised to explode in the next few years.

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