Predictive Analytics is about recognizing the patterns that help in gaining certain insights for learning what might go down in the future. They do that by analysing patterns in tons of historical data, repeated transactions, and relationship cues. Ultimately, using predictive analytics in CRM effectively, lets you facilitate a more proactive approach for your business. It picks relevant CRM data and uses it to make predictions about future developments. In the case of sales, predictive analytics studies the data from the entire customer life cycle to predict how prospects will behave, like whether or not there is a possibility of them converting.