ChristianKl comments on Open thread, 30 June 2014- 6 July 2014 - Less Wrong Discussion
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Read: How to Measure Anything: Finding the Value of Intangibles in Business by Douglas W. Hubbard
It answers a lot of your questions about data gathering in your business context.
Be sure that you focus on the right issue. Maybe the people don't show to the meetings because they make a rational decision that attending the meeting isn't the best use of their time. In that case you don't do you organisation any good by forcing people to waste more time in meetings.
Sales especially cold calling is a very emotional challenging activity. If you can do something that reduces the stress that your sales reps feel, they will work better. We like to interact with happy people and buy from them. How is the work environment set up? A lot of business environments completely ignore ergonomic aspects.
If you are looking for something that isn't dark-arts, that's the area where I would look. You might also want to read "The Charisma Myth" by Olivia Fox.