If your data analytics is a “marketing function” and not an integral tool in the contact center, you are hobbling your inside sales people and telemarketers. Yet one more irony of the digital age: Companies with technology-driven contact centers and inside sales groups have more informative and revealing data than ever about their customers and prospects, but shockingly little of it makes its way to the point of customer contact where it can be used to make actual sales. The answer? Open the box for Big Data. Integrate data analytics within the sales and contact center, and let them make it actionable according to their own expertise. Besides leveraging marketing's insights, they can find other data-driven answers to improve sales performance, sales management compensation, and overall company revenue.