Today’s professionals have a myriad of business intelligence (BI) tools to choose from. These tools promise to make businesses smarter by making data accessible and actionable for functions like sales and marketing. But as research on BI tools shows, there are many challenges standing in the way of wide user adoption in enterprises.

The biggest challenge is the assumption from software makers that their users must be “data geeks” and take the time to learn the cumbersome, difficult BI platforms. While BI tools do offer a means to their systematic optimization goals, they fail miserably in getting business intelligence into the hands of the professionals who need it most, like marketers and salespeople. Many of these solutions sell themselves as an efficient, optimized business-wide operation.

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