Customers are the New Oil: Beyond Sales Wildcatting

“Data is the New Oil” has become a pretty tired phrase, and a strangely circular one — nowhere has advances in data practices and technology had more impact than in the search for oil. Maybe “Data is the New Oil for Finding Oil?”
For those of us in B2B Sales and Marketing, a more interesting analogy is between Oil and Customers. Customers are what we seek, our goal, the thing that — when we find them — pays.  For us, Customers are the (New) Oil. 

The early days of the American Oil industry was dominated by Wildcatters, folks who acted on hunches or rules of thumb and drilled speculative wells. If a well was dry, they tried again somewhere else, continuing until, hopefully, they eventually hit a gusher.