what your responsibilities, characteristics and skills are – WAU

The sales process has evolved a lot with the digital transformation. Within this scenario, which now involves much more data and less intuition, the sales analyst enters. In this article you will understand what this professional does and how to identify a truly qualified sales analyst.

Good professionals are at the heart of a successful marketing and sales operation, no matter the segment or size of the business.

In addition, companies have observed the need to set up well-structured teams, in which each has a specific and surgical function.

It’s the end of sales supported only by the charisma of the seller, and the emergence of an era when the business process has adopted an air of science. Everything is measured, everything is improved.

One of the positions that grew with this new era of sales was the position of sales analyst. Do you want to know what a professional like this can do for your company?

Read on and see what a sales analyst does, in addition to exploring the requirements and skills needed for the position.

What is the role of a sales analyst?

Do you know that idea that a good salesman is the one who has the best “chat”? Well, that myth has already been extinguished once and for all, at least in organizations that achieve the most expressive results in sales.

And the role of the sales analyst arose precisely for remedy a need for the new business process: navigate through the ocean of data that guides companies’ decisions to effectively personalize their offerings.

As well?

It’s great to know that modern buyers leave digital tracks and that their behavior can be better understood by using the right tools.

So the sales process becomes much more predictable and scalable for companies that have a well-designed strategy, especially those that adopt the Inside Sales model.

But if you don’t have someone who knows collect, analyze and transform this data into insights, there is little point in having so much information.

It would be like having a huge amount of ingredients, but no one to turn them into delicious and nutritious dishes.

In addition to collecting and analyzing the data that feed and guide the team through the customer journey, it is also a function of the sales analyst forecast trends that may impact sales team results.

the customer journey

What are the main responsibilities of the sales analyst?

If you look superficially, it may seem that the sales analyst’s job is quite simple. Just analyze reports and spreadsheets and pass on the information to other people to act on it.

But it is not quite there. The job is much more complex than that, as the role of the sales analyst includes track a number of different sources and indicators.

In addition, it is up to him to understand how the collected data can be used strategically.

The analysis part itself involves, for example, researching and evaluating market trends, changes in customer behavior, market climate, competitors’ actions and a number of other aspects that can change very quickly.

Based on these assessments, he must then make the so-called forecast, or sales forecast. It is with the support of the sales analyst that the goals will be defined.

Of course, it is also he who will assess whether the previous goals are being met and what is missing for that to happen.

In other words, it is the responsibility of the sales analyst:

  • map opportunities and risks based on everything that happens around the company;
  • monitor the performance of the current strategy and report on it;
  • make new predictions and help define the next goals.

Now you can get a better idea of ​​how important this professional’s work is for the success of the company as a whole, right?

Therefore, it is crucial to know the main requirements for someone who wants to fill this position on your team. Otherwise, you could make a wrong choice. That’s what we’re going to talk about next.

What requirements does a sales analyst need to fulfill?

Does a sales analyst need specific training or a degree of experience in a particular role to succeed in this career?

See what are the requirements related to these two aspects that this professional really has to fulfill, and what is not necessary:

Formal education

There is no college degree for sales analysts, but do not think that it makes the choice process more difficult or precarious.

Not least because for some time now, even the most well-structured and profitable companies in the world, such as Apple and Google, have not insisted on formal education.

But what is expected of a sales analyst, in practice, is that he know how to handle numbers and technology, which are two central elements to its function.

With that in mind, any specialization that requires great analytical and computational skills, preferably combined, is a good addition to the professional’s curriculum.

In addition, Big Data is one of the technologies on the rise in the market, and should play an increasing role in the role of sales teams going forward. A professional with knowledge in the field will certainly be of great help.


Experience has also proven not to be an essential factor, not least because the job involves constant use of technology, that is, it requires an ability to constantly reinvent itself.

If you find someone who has worked as a sales analyst before, or who has a good foundation in deal with logical problems and data management, best.

But the main thing is that the person fits in with the company’s culture.


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There are many facets to the sales analyst’s work, and it would be dangerous to ignore some of the most important qualities for this professional to do his job well.

A good analyst has to go far beyond the tools he uses and the processes established for his daily life.

Now see 6 fundamental skills in a good sales analyst, and how they make a difference in the results it delivers:

1. Organization

Among the daily duties of a sales analyst is the analysis of large volumes of data, which must be monitored continuously and with the utmost precision.

After that, he will have to create specific reports that deliver solid recommendations and plans for the sales team to take action. This all requires great organization to work.

A disorganized analyst would get in the way, which would affect the performance and actions of the entire sales team.

2. Good communication

In addition to spending time studying and analyzing indicators, the analyst needs to be able to communicate them clearly.

This means not only writing easy-to-understand reports, but also making presentations and even defending your recommendations against common objections.

Not to mention the need to interact all the time with several professionals, from different areas, to enable faster and more complete research.

3. Analytical mind

There is no way to take care of the tasks that a sales analyst receives without a analytical mind and able to interpret data with ease.

After all, however advanced the technological tools may be, it is the professional who needs to understand what the statistics indicate about the best strategies to follow and the main risks to avoid.

The problems that this professional deals with directly affect the financial health of the company. Therefore, a miscalculation on your part could compromise the entire operation.

4. Empathy

Even dealing with many numbers and tools, it is essential that the sales analyst keep the final purpose of his work in mind: reaching people with the best possible approach.

This should guide all the recommendations and suggestions he makes, the target plans and the forecasts on which to work.

Analyzing numbers is one thing, but reducing the customer to simple statistics in a spreadsheet can impair the ability to suggest actions that really benefit the buyer. Empathy it’s essential.

5. Capacity for innovation

THE ability to innovate it needs to be present in all key positions within a modern company. And with the sales analyst it couldn’t be different.

It is he who must examine what customers want, at scale, and suggest bold plans for the sales team to deliver just that.

There is no point in having the best analytical skills and proposing just what everyone else already does.

6. Proficiency in technology

Finally, there is the question of how to deal with technology. Incidentally, this is also a point that still suffers prejudice on account of many salespeople, especially the more “traditional”.

Because the sales analyst has an opposite view to those who think that “staying at the computer does not help to sell”. He knows that technology has come to transform sales, and he masters the tools that are vital to that.

The role of a sales analyst is crucial in the business process, as it will direct the strategies according to what the market requires. Efficient organizations understand that the instincts of salespeople can no longer be trusted, and the sales analyst is at the heart of this new approach.

Obviously, you can’t depend on the data alone. Some qualities, such as the claw, are also essential to a salesperson’s success. See everything about this vital feature for high performance sellers!