Sales and marketing analytics is one of the most high-profile focus areas for organizations today, and for good reason – it’s the place to look to boost revenues.

Over the last few years, there has been a mad rush within enterprise organizations to move big data workloads to the cloud. On the surface, it would seem that it’s a bit of a keeping up with the Joneses syndrome with organizations moving big data workloads to the cloud simply because they can.

Today, enterprises need to collect and analyze more and more data to drive greater business insight and improve customer experiences. To process this data, technology stacks have evolved to include cloud data warehouses and data lakes, big data processing, serverless computing, containers, machine learning, and more.