Insite: Simplified Big Data

  • Reference: M-1384-E

  • Year: 2020

  • Number of pages: 10

  • Geographic Setting: Portugal

  • Publication Date: May 3, 2021

  • Source: IESE (España)

  • Type of Document: Case

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Insite is a customer business intelligence software developed by a European consulting company. The Iberia branch has had poor results during 2020. Of particular concern to the manager is the number of demos that are offered to potential clients: demos granted by the sales team have increased, while sales have decreased. Management has to review the process for granting demos. In particular, the case presents three such decisions: clients who are asking for a demo, and the sales manager needs to decide whether to grant them.

Learning Objective

The case presents typical problems associated with selling high-value products: the sales cycle is longer and more complex, more people are involved in the decision-making, the company incurs a significant investment in product trials, etc. Students are asked to put themselves in the shoes of the sales manager, who has to review the sales process, the process for granting demos to potential clients, the implications in terms of compensation, etc.


Complex sales cycle Customer Business Intelligence Customer Relationship Management demo trials