No one can know everything; we all have blind spots. And it is from this ignorance that both threat and opportunity emerge. To put it rather simply, a threat becomes a crisis because it has crept up and surprised us, whereas an opportunity is a crisis that we saw coming and planned for. The driving force behind big data and analytics tools are simply a recognition of this fact, and so tracking the goings-on of your business ecosystem can be viewed as discovering the various threats and converting them into opportunity. The question that then comes to mind is: How do we go about getting to know something that we didn’t know?

Knowing what you don’t know
Knowledge is simple: We can know a thing and not know a thing. However, our knowledge of our knowledge—the awareness of the things we know or don’t know—is slightly less simple, but of far more importance and value. For instance, although we can know the particular thing—e.g. that people scrape the internet for personal details—we can also be aware that we know this thing. In this case, because you already know the threat, there is an opportunity. You can improve the safety and privacy of your business and your customers. To protect yourself and your customers and therefore build trust, you can use call tracking to mask numbers. A simple line of code will replace the existing numbers with new masked numbers that provide greater anonymity and privacy for all. Nobody even has to know that this has happened.

However, the above also implies that we can be aware that we don’t know something: for example, you know that one of your sources (e.g. a Google Adwords advert) is a better performer than the others. You just don’t know which one it is. Through deploying call tracking you can begin measuring the origin of your calls. With this knowledge, you can better allocate your spend to the one bringing in the most results.

Further, we can be unaware that we know something: for instance, maybe you didn’t know this, but one of your sales staff knows how to sell. Like they really know how to sell. Well, maybe you did; but, did you know how they did it. Through recording and assessing their interactions with customers you might be able to pick up on and distil this knowledge into insights from which other sales personnel might benefit.

And finally, we may be unaware that we didn’t know a thing: You didn’t know that you didn’t know your sales team took different steps in their process of closing or not closing a lead. Track all the steps a salesperson takes on their journey to closing or not closing a lead from the very first call. You can measure how long it took them to call the client back, how many times they called subsequently and the duration of each call. From here you can find the best route and establish it as best practice.