Most CRM tools come with dozens, even hundreds of canned metrics, with the possibility of creating ever more to fit your exact needs. Unfortunately, most of the canned reports are poorly thought out, and quantity certainly does not help here. Who has the time, not to mention the inclination, to study dozens of reports each day? There are really two issues here. One, what metrics are worth looking at, and two, can multiple metrics be combined in a way that makes sense and that actually adds to the comprehension of the situation. Select a small set of metrics for your core set, combine them wherever possible, adding ad-hoc reports when needed to analyze a particular situation. Here are recommendations for the core set by business function. Annotated examples are presented at the end of the chapter. Marketing and Lead GenerationMarketing organizations focus on lead generation and therefore must determine the success of the various strategies they use. Metrics to be used on a regular basis by marketing organizations include:
Marketing organizations also run many ad-hoc analyses, some of which may become enshrined in regular reports. In particular, metrics around the lifetime value of a customer, the buying patterns of customers over time, the percentage of new customers versus existing ones, and profit patterns by product or by customer are useful to both marketing and sales efforts. SalesThe foundation report in all sales organizations is a pipeline report. The details will vary based on your industry and your sales model but all pipeline reports show the current forecast versus target and where the deals are in sales cycle. The pipeline report is a good example of a report that should be carefully tuned for maximum productivity since it is used so much. The ability to navigate pipeline data from the summary level to the individual deal is also very important. Beyond the pipeline report, sales organizations usually track sales productivity indicators, including:
It may be a good idea to also track the average time to collection as an indication of the quality of the sales. Support and ServiceHere are the must-have metrics to all support organizations, even small ones.
Larger support centers and ambitious small centers can add a few more metrics, including:
Annotated sample reports are presented later in this chapter. |