Stop collecting data. Start using it.

Sales teams are surrounded by data, yet many still struggle to make confident decisions.In this Quick Win episode, Rachel Massey and Robin Hoyle unpack some of the most practical insights from our conversation with Simon Hefti, exploring why so much sales data fails to drive action and what leaders can do differently. Together, they discuss how to distinguish meaningful customer signals from background noise, why outdated CRM habits undermine trust in data, and how AI can help identify patterns that support better decision-making. They also explore the vital role coaching plays in turning insights into action, helping sales professionals focus on the behaviours and conversations that really matter. If your team is collecting more data than ever but seeing little return from it, this episode offers practical advice on where to focus first and how to start turning information into commercial advantage.