Using Metrics to Drive Sales Results

You’ve Got the Data… Use It!

Whether you use Salesforce.com, Oracle, SAP, Microsoft, or a home-grown system, chances are that you have a CRM system that provides you with robust sales reporting. Now what?

Our clients tells us they are overwhelmed with the volume of data that is presented to them weekly. There’s a certain irony to that fact, since data should be used to help us pinpoint issues and focus our effort. Yet the CRM vendors only teach us how to navigate their system… Not how to use the data.

Based on extensive research into how leading sales forces use data to manage their salespeople, we uncovered a set of frameworks that enable sales managers to sift through the data and identify the few key metrics that will drive increased sales results for each of your reps.

Insight #1: Some Things You Can Manage… Most Things You Can’t

Our research revealed that there are 3 types of metrics being collected: Sales Activities, Sales Objectives, and Business Results. Of these, only Sales Activities can actually be managed. Yet greater than 80% of the metrics collected are Sales Objectives and Business Results. The lesson: You need to measure and manage the things you can directly affect – The Sales Activities of your sellers.



Insight #2: Certain Activities Predictably Drive Certain Results

Our research also disclosed that there are specific cause-and-effect relationships between the 3 levels of metrics that enable control over sales performance IF THE METRICS ARE CHOSEN THOUGHTFULLY. Certain Activities drive certain Objectives that drive certain Results. If sales managers architect the right set of metrics, they can control sales performance. Period.



Insight #3: Selecting an Individual’s Best Path to Results® Enables Better Coaching

Not every salesperson will succeed in the same way. One might reach quota by winning new customers, while another might need to grow their existing accounts. Whatever their required approach, when the sales manager helps each seller find their Best Path to Results®, one-size-fits-all management becomes high-impact individual coaching.



In sum, CRM has given us unprecedented access to data. However, there’s been little guidance on how to use that data to elevate sales performance… Until now.

If you’re interested in leveraging your data to coach your team to higher levels of performance,
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