Variability refers to the natural differences we see in outcomes or results. 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 are all questions about variability – why does performance vary from one person to the next? From one time to the next? Why do some buyers respond differently than others (Why does their behavior vary)?
Researchers in all fields aim to identify as many factors as possible that contribute to the variability they are trying to understand. Using tools like inferential statistics and hypothesis testing, they can move beyond just noticing these differences. This approach helps them understand how a complex mix of factors can influence outcomes, such as the revenue productivity in business-to-business (B2B) companies.
