The Impact of Business Analytics on Sales Strategy Effectiveness: Evidence from Malaysian Companies

Abstract

In an increasingly competitive business environment, firms are leveraging data-driven insights to enhance their sales performance. The study identifies four key independent variables: data resources, analytical methods, organizational support, and business landscape, and examines their influence on the development and execution of effective sales strategies. The study collected data from questionnaire from 192 Malaysian Sales Manager respondents across different sectors. The data was analysed using SPSS, focusing on reliability and regression analysis. These findings indicate that the scales employed in this research are highly reliable, as all variables display Cronbach’s Alpha values between 0.85- 0.898 for all 5 variables significantly above the 0.7 threshold. The regression modelling was utilized to assess the significant impact of the independent variables of business analytics towards effective sales strategies. Multiple regression analysis substantiates all four hypotheses (H1 to H4), revealing significant positive correlations between the independent variables and effective sales strategies. Analytical methods demonstrated the most pronounced influence (Beta = 0.861), followed by data resources and tools with (Beta = 0.806) and business landscape with (Beta = 0.728). Then organizational support with a moderate impact (Beta = 0.680). Every model demonstrated statistically significant of (p < 0.001), emphasizing the reliability of these connections. These results highlight the crucial role of analytical methods in shaping sales effectiveness, while also emphasizing the importance of data resources, organizational support, and the external business landscape. This study provides valuable insights for Malaysian companies looking to optimize their sales strategies through enhanced business analytics capabilities.