Making sense of sales data

Welcome back to the Mastering Sales & Negotiations podcast - and welcome to the first episode of series 3. This week, we're joined by Dr Simon Hefti, co-founder and chairman of D ONE, a leading Swiss data and AI consultancy. With a background in physics and decades of experience helping organisations make better use of their data, Simon brings a unique perspective on one of sales' biggest challenges: turning information into action.  In our conversation, we explore why so many organisations are collecting more customer and sales data than ever before, yet still struggle to generate meaningful insights. Simon explains why data has become an administrative burden for many sales teams, how valuable customer signals become trapped across disconnected systems, and what separates organisations that use data to create value from those that simply accumulate it. We also discuss the rise of AI in sales, where the technology can genuinely help sales professionals make better decisions, and why even the most advanced tools still depend on trustworthy, connected data. Along the way, Simon shares practical advice for sales leaders looking to move from dashboards and reports to real commercial impact. Whether you're looking to improve forecasting, identify opportunities earlier, or simply make better use of the information your business already has, this episode is packed with practical insights. It’s a useful listen for anyone looking to make data work harder for their sales team.