We live in a world that’s saturated with data. Data can be ignored (like, did you really need to see how many new Facebook mentions you received in the last 90 seconds?), or data can be used for productive purposes, such as uncovering new sales opportunities. Today, I have two sales-related data stories to share with you. One is a data failure, and the other is a data success—first, the failure. Sales Data Fail Several years ago, we made a change in our office and installed a new water dispenser with an inline filtration system, replacing the previous dispenser that required us to swap out jugs of fresh water five gallons at a time. If you look at the picture above, you can see the water lines coming out of the wall. We moved into the modern era and no longer had to carry water! A few of my team joked that it looked like the water was now being delivered by Ethernet! Digital water, who would have guessed?!? After the installation of the new system, I called the original water delivery service and canceled all future deliveries of those five-gallon jugs. The vendor confirmed that they’d cancel