The Insights Standard

Most businesses have data. Fewer have insight. And fewer still do anything with it.

The Insights Standard is a weekly series for business leaders and commercial teams who want to close that gap. Each week starts with one question, the kind good businesses ask themselves, but often don't have a clear answer to. Then we get practical: what to look at, how to analyse it, and what to do next.

Every week includes a short video, a step-by-step guide, and a real case study showing how a business has applied it.

No fluff. No dashboards for the sake of dashboards. Just the right questions, the right insight, and better decisions.

All Content

Which Accounts Actually Need Sales Activity? What the Data Tells Us

When budgets tighten, "more sales activity" stops being a strategy. A pharma client cutting its sales team asked us a sharper question: which accounts actually need activity to generate revenue? The data revealed a four-month lag between effort and sales — and three account types that each demand a different play. Spread effort evenly and a leaner team feels like a crisis. Plan by how accounts truly respond, and it becomes a deliberate, defensible strategy. Here's what the nu

Brooke Daavison

Jul 135 min read

Why Your Employee Survey Results Are Probably Wrong (And What to Do About It)

Most businesses run employee surveys at some point. Response rates are low, the answers feel vague, and leadership ends up no clearer on how the team actually feels. The problem is not that employees do not want to share. It is that they do not believe it is safe to. When a genuinely independent third party runs the survey, something shifts, and the feedback that would actually help the business finally starts to reach the people with the power to act on it.

Brooke Daavison

Jul 63 min read

Brooke Davison, commercial data consultant, speaking to camera with the text "The Insights Standard: Do you know which events your sales teams should attend next year?"

Are You Attending Events Out of Habit or Intention? What is your marketing event ROI?

Most businesses cannot tell you what their marketing events are actually worth. In this post, Brooke Davison looks at how a law firm used CRM data to analyse pipeline value per contact across their events and discovered that their smallest events were delivering the highest return. A practical guide to moving from gut feel to intentional event investment.

Brooke Daavison

Jun 292 min read