How To Define And Track The Right Sales Metrics

As result of “big data” mania, there is an explosion of interest in business intelligence solutions and advanced analytics techniques. In particular, organizations of all sizes want to sharpen their ability to track the health of customer relationship management (CRM) business processes. A common question that I get from my clients is: "What are the best sales metrics that we should track, and how do we do it?"

Recently, my colleague Boris Evelson and I responded to an inquiry on this topic. Our answer is summarized below.

Question:

"How do we set up BI dashboards for a sales-focused company? We currently have Cognos, IBI, and various cubes around a 6 (+) year old Teradata warehouse. We are upgrading our Teradata to its latest technology and have purchased IBI's BI suite to use in conjunction. Our focus is on sales -- How did other organizations start out? We would like to know what works best for different roles from the CEO down to an inside sales rep?"

Answer:

We believe the answer to your question relies in adopting best practices around analytical sales performance management. You should take a top-down approach that has five steps:

1.     First, define the overall sales strategy.

2.     Then, identify goals and objectives that you need to achieve in order to make your sales strategy successful.

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