The new digital world is a driving force for reinvention by companies large and small. It’s a fresh start to reevaluate how business is running today and what is needed to position for success in the future.The EMC sales organization is in the midst of our own multiyear digital transformation journey to significantly improve the experience for our customers, as well as our salesforce and partners. We are creating a modern buying experience that offers choice and flexibility. To get there, we are also simplifying our selling processes and changing how our sales organization engages with customers. It’s a digital transformation of the way we do business.Using Big Data to Transform the Sales ProcessOne of the most powerful tools has been our own big data. We are constantly focused on the notion of selling smarter. Where are the best opportunities? How can we structure resources for the best possible outcome?Using our own internal data together with external insights and leading indicators we have been able to guide business decisions, such as:Go-To-Market Planning: Embedding data science into our business planning via complex simulation models allows us to understand which markets and geographies will be the best bet.Territory Optimization: Modeling territories enables us to determine what structure will lead to the best outcomes, improving rep productivity and maximizing revenue opportunity.Resource Deployment: Aligning sales reps so customers are supported with the right level of sales engagement improves both the customer experience and EMC’s profitability.Opportunity Identification: Guiding reps towards the best opportunities within their territories by using customer intelligence data to develop selling recommendations and increase our demand generation effectiveness.Advancements in big data lake technologies, coupled with talent and tools that enable data science, are helping our business to transform and drive real business value.Committing to Digital TransformationAny organization of any size can transform the experience for their most important stakeholders by innovating in new ways using tools like big data and advanced analytics. Embedding insight into a CRM solution at the point of action, using visualization tools, and providing on-the-go accessibility through mobile apps have proven effective and consumable here at EMC.As with any journey worth taking, people and organizations will learn by experimenting and refining solutions. The new way of doing things will become embedded into our culture and daily activities, ultimately sustaining the impact of transformation over time.