It isn't enough to know how many widgets user sold last quarter, or to whom, or through what distribution channels. Today's business leaders need to know how profitable widgets are, how optimized is the manufacturing process for widgets, and what is the price elasticity of the market for widgets. Also, they need to know not only for yesterday's or last week's sales, but also for the future. When do widgets become commodities or obsolete? Gone are the days of looking back. Delayed reaction to market changes costs organizations millions in sales, market share and leadership positions.