Data, why so important?
- rbaconsultingltd
- May 30
- 2 min read
Why Data Is So Important
Data helps us understand our business—what’s working well, and where we need to evolve or adapt.
Before CRMs existed, and data was handwritten (if you were organised), decisions were often based on instinct—sight, hearing, touch. In meetings, especially in sales, choices were made based on what we saw, heard, or experienced directly.
For example, a best-selling product was obvious if you were constantly restocking empty shelves. This insight would then be passed on verbally to ensure the product stayed available.
When I was at Reebok, each key account had a carded folder with sections like turnover, meeting notes, and contact info. That was when I first began to realise just how valuable information is in shaping strategies.
But sometimes, data missed the mark. I recall a time when Reebok’s design department launched a new range—but noticeably missing was a ladies’ 3/4 peachskin finish track pant. It needed to meet a specific price point, with particular pocket detailing and features (if I remember correctly, the RRP was £24.99). I made the business case, produced a hand drawn tech design( art isnt a skill I possess), forecasted numbers—( yes there is an em dash) the product was made and sold out almost immediately. Based on that sales data, it became part of the next range launch strategy.
Many companies rely on Excel, where data is manually entered. But Excel’s full capabilities often go unused. I didn’t learn how to use VLOOKUPs until late in my career—but once I did, it opened up a world of possibilities.
The ultimate data source today is the CRM—Customer Relationship Management. This technology allows businesses to manage and analyse customer interactions and data, ultimately improving relationships (and let’s not forget, relationships are always key), driving sales, and fuelling growth. Examples include Salesforce and Microsoft Business Central.
Now, combine a CRM with a tool like Microsoft Power BI (Business Intelligence), which connects data sources and transforms them into visual insights—and you unlock even greater value.
This kind of visibility helps us understand product lifespans, market opportunities, seasonal peaks and troughs, and more. Whether you’re in sales, marketing, operations, or finance—knowledge is power.
✅ If you don’t have access to data—ask for it.
If you do have it—use it.If you’re unsure how to work with raw data—ask to be shown.Learn the benefits. It will pay dividends.
📩 Need help with data strategy, CRM implementation, or business intelligence tools?
➡️ Contact me: rbaconsultingltd@gmail.com🌐 Visit: rba-consulting.com
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