Data visualizations typically fall into one of two categories: they’re either explaining a process or structure, or they’re making large amounts of data digestible and consumable so any existing trends or relationships become clear. If you’ve ever seen a flowchart of a complex process, such as a lengthy regulatory or permitting process, you’ve seen the first type of visualization.

And if you’ve ever built a presentation showing the percentage of leads that convert or drop off in each stage of the sales funnel, you’re probably familiar with the second type of visualization, too.

For many organizations, that’s as far as their use of data visualization goes. They use it to process and understand complex information more easily — which is no small thing. But what they fail to capitalize on is data visualization’s power to uncover links between business performance and operations or marketing initiatives. Visualization has the ability to reveal where steps should be taken to improve weak spots, as well as where companies should continue to optimize strengths.