Businesses invest significant resources in their marketing and selling efforts, but there are often a wide range of outcomes. For example, organizations frequently want to know:

Why do some marketing campaigns yield stellar results while others fall flat, even when using tactics that are known to produce good results?
Why do close rates fluctuate even with a seasoned sales team?
Why do some BDRs outshine their peers, even when using the same sales process and tools?
These questions highlight our ongoing effort to understand and manage inconsistencies within our work.

In the sciences, researchers refer to these inconsistencies as variability, and their mission is to understand as many of the factors that drive this variability as possible.

In this blog, we'll explore the concept of variability in data analysis and how 6sense Research uses it to understand the complex realities that arise in the B2B market on a daily basis.