This document discusses making sales and marketing more data-driven. It notes that traditionally conversion rates are around 2-3% but increasing data capture and feedback allows for higher rates. Edison is introduced as a system that uses AI to integrate data sources and customer feedback to help salespeople make better decisions. It captures 1.3 billion datapoints from various sources to provide a single view of customers and territories. Edison's market feedback system helps identify what is and isn't working for winning deals. This integrated approach including short sprints of activity allows for quicker adjustments and has achieved lead conversion rates up to 18% compared to the industry baseline of 3%.