While data and analytics may be cornerstones in many procurement, supply chain, and manufacturing processes, adoption of data-driven decision making in many companies has not yet reached front-line commercial decisions. B2B sales decisions, in particular, are still viewed as more of an art than a science. Where and how sales reps spend their time is a function of habit and affinity for the customers who are already the “best performing” customers. This approach does little to increase revenue…