This document discusses customer management and sales analysis using key performance indicators (KPIs). It provides an overview of the major players in the customer relationship management software market and their respective market shares. It also discusses various aspects of customer management solutions including current offerings, sales and marketing strategies, the sales process, product fit, customer retention and satisfaction. It provides details on evaluating sales performance by region and peeling back the layers to understand drivers of sales velocity. It emphasizes the importance of measuring KPIs, analyzing metrics, identifying opportunities for improvement, and iterating to optimize performance.
27. Sales Strategy Top Competitor Competitor Competitive score Market share by segment Business Strategy Business Strategy Competitor Competitor Sales by channel Sales by region Based on Sales Target Potential Customers Based on Sales Target Potential Customers Top Competitor Competitive bidding success % Based on Sales Target Best salesman
28. Sales Process How many times you advance from first sales appointment to the next phase (Lead Generation) Best salesman Best salesman Lead Conversion ratio: Customer show sale interest after first communication Based on Sales Targets Based on Sales Target Industry Best Practice Industry Best Practice Sales cycle in days Closing Ratio Based on Customer type Sales Targets Based on Sales Targets Industry Best Practice Best Salesman Avg. revenue per sales Effectiveness of sales representative staff Based on Sales Targets Sales Target Past Performance Sales Targets Competitor Best salesman Industry Best Practice % repeat sales 80-20 Rule
29. Product Fit Competitor Products Competitor Products Feature Importance Feature Satisfaction % of original requirements # of out of scope requirements Customer demand Market insight Customer demand Competitor Products Over a period of time Competitor Products Product age – End of Life Active users, Licenses, Customer demand Market insight Product pipeline ROI, company strategy Competitors. Across Industry Satisfy market needs Total release cycle time R&D % Budget Ratio Based on Company Strategy Thought leadership
30. Customer Most satisfied customer Competitior Industry Best Practice Competitor Offering Total customer lost during different stages of customer life cycle Total customer lost during different stages of customer life cycle Profitable Customer (Repeat Purchase) Based on Account Target Based on Customer type Based on Sales Targets Customer Complaint Account mgmt, Lab, Platform, tools, Quality, SLA, Operations, Reporting etc Customer Satisfaction Competitior Total release cycle time Customer Satisfaction + repeatbale process Customer Satisfaction + repeat Sales Competitors. Across Industry R&D % Budget Ratio Thought leadership
Increase visibility on customer requirement and behaviourIncrease visibility within company process and resultsMetrics not only demonstrate performance but also help in decision makingProcess: Stable, Repeatable set of dependent activitiesProcess: Activity 1 + (>) Activity 2 + (>) Activity 3Activity = input into outputOutput = Input + ActivityEfficiency = Output Volume / Input VolumeSpeed = 1/Cycle timeActivity uses resources: Cost of capacityKeep it simple: Since each process can be broken into smaller processes, and each activity can be broken into smaller activities, you get to choose the level of granularity. And, you get to choose the activities to include or not include. For example, the selling part of the process above is often broken down into excruciating detail, creating a lot of overhead reporting of sales activities that is never used to make a single decisionFocus on bottlenecks it won’t help to add more salespeople or shorten your sales cycle in an inbound sales model if you don’t have the leads to support the new capacity. You must increase the leads first. The right approach is to identify your current bottleneck, remove it, and then see where the next bottleneck appears, then remove it, and so onSimplify by combining multiple metricsVisualize and measure the process end to endKnow the processSolving customer problem: Customer process as wellEnd to end cost
