Sales and marketing functions are being reshaped by data-rich customer interactions, digital channels, CRM platforms, marketing automation, e-commerce, subscription models, AI-enabled personalisation, and rising expectations for measurable return on investment. Yet many organisations still struggle to convert commercial data into decisions that consistently improve revenue, margin, customer experience, and long-term growth. This book addresses that gap by presenting advanced analytics as an end-to-end commercial capability. It explains how organisations can build reliable data foundations, define high-value sales and marketing use cases, apply appropriate analytical methods, operationalise models, and measure business outcomes. The book covers customer segmentation, lifetime value, churn and retention analytics, lead scoring, sales pipeline analytics, demand forecasting, pricing optimisation, marketing attribution, marketing mix modelling, experimentation, personalisation, recommendation systems, generative AI, and responsible AI governance. The text balances conceptual clarity with implementation discipline. It introduces methods such as machine learning, causal inference, uplift modelling, time-series forecasting, optimisation, natural language processing, graph analytics, and generative AI, but always links them back to practical commercial decisions. Readers will learn not only what models can be used, but when they are appropriate, what data they require, how their outputs should be interpreted, how they can fail, and how they can be embedded into organisational workflows. A distinctive feature of the book is its integrated view of the commercial enterprise. Instead of treating marketing analytics, sales analytics, pricing analytics, and customer analytics as separate disciplines, it shows how they can be connected into a coherent revenue intelligence system. The book is especially relevant for organisations seeking to modernise commercial performance through CRM analytics, customer data platforms, revenue operations, AI-enabled decision support, and measurable digital transformation.