Democratizing Data-Driven Decision-Making – An Action Research Study On Sales Teams In An Energy Company

In competitive markets like the energy sector, making informed decisions swiftly is crucial for sustained success. This research addresses the intersec-tion of business intelligence and data democracy and their impact on deci-sion-making within the sales teams of an energy company. While the energy industry undergoes transformative changes, marked by the increasing prom-inence of renewable energy sources, shifting global energy markets, and a heightened focus on sustainability, understanding of how democratizing data access within sales teams gains increased relevance. Employing a hy-brid methodology that combines CRISP-DM and Action Research, this study relies on an active collaboration with a firm in the energy sector. Aiming to understand how the democratization of data can contribute to enhancing decision-making, this research enabled theoretical and practical insights.