Jessica Barrett Holcom from TechnologyAdvice discusses the impact and advantages of self-service business intelligence (BI) tools for sales and marketing teams. With the increasing volume of data generated across various platforms like CRM and marketing automation software, accessing unified datasets for actionable insights has become crucial for these teams. Traditional reliance on data analysts and IT departments creates delays, making self-service BI tools a viable solution. These tools empower non-technical users to independently analyze data, improve resource allocation, and make timely, data-driven decisions, which are essential for staying competitive. Self-service BI fosters employee ownership, allowing sales and marketing professionals to tailor data analyses to their specific needs, leading to better understanding of customer behaviors and market trends. This autonomy not only enhances accountability and creativity but also ensures relevant data is leveraged effectively, enabling proactive strategies and immediate decision-making.