BUSINESS INTELLIGENCE AS A DRIVER OF STRATEGIC DECISIONS IN SALES

Abstract

This study examines the role of Business Intelligence in shaping strategic sales decisions by highlighting its relevance for accurate data interpretation, scenario projection, and the formulation of commercial actions aligned with competitive market dynamics. The research is grounded in a literature review, enabling a comprehensive understanding of concepts, analytical models, and practices that support the use of integrated information as a key resource for enhancing decision-making efficiency. Findings show that Business Intelligence improves indicator analysis, strengthens trend anticipation, enhances goal definition, and supports information governance, all of which are essential for constructing consistent commercial strategies. The results indicate that organizations that adopt analytical environments are better positioned to identify opportunities, reduce risks, refine forecasts, and optimize internal processes, thus establishing more solid competitive performance. The study also reveals that Business Intelligence contributes to integrating departments, standardizing metrics, improving internal communication, and grounding planning in verifiable evidence. It is concluded that the strategic application of this technology represents a significant advancement for companies seeking precise decisions aligned with consumer behavior and the demands of contemporary markets, enabling the development of management practices guided by data intelligence.