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Every day, millions of users log in to LinkedIn.com. From businesses to students to professionals either actively seeking employment or simply growing their networks, LinkedIn’s users have a wide variety of backgrounds and needs.
Since its launch in 2003, LinkedIn has become the world’s largest professional networking platform. It now offers a range of business-oriented services, from recruiting solutions to capabilities for growing brand recognition.
As one of the Web’s modern-day giants, LinkedIn has access to extensive data, including site usage statistics, prospect behavior, and general industry trends. But LinkedIn knows as well as any leader that data isn't valuable until it’s understood—and then used to drive action.
Though millions of companies have profiles on LinkedIn.com, thought leaders at LinkedIn wanted to up the ante for B2B sales by using more data. But rather than throw all of their stats at the sales team, they decided instead to develop a new, wildly simple sales analytics platform. With a focus on just three core values, two measurable dimensions, and a user-friendly front end, the new platform has guided insight-to-action so well that LinkedIn’s business-services revenue increased by 85 percent year over year.
“We think simplicity really matters,” says James Raybould, the Senior Director of
Marketing at LinkedIn. But while simplicity might have the appearance of laziness, it’s
usually the effect of painstakingly planned details.
In the case of LinkedIn, the design of its new sales analytics platform began with three carefully selected core values. These three elements were paramount to the platform’s design, and continue to help the sales team act upon various data—rather than spending all of its time crunching it.
The three key values that started it all are:
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