KPIs for CRM

Introduction to
Sales and
Marketing
KPIs in CRM
Part 1
 MAS KPIs for CRM
Sales and Marketing KPIs to Sales and
measure with CRM Marketing
Leads
KPIs
Sales Opportunities
Sales Activities An Introduction
Marketing Activities Part 1

These are ALL monthly measures

and Reviews
Leads

What do we measure here? Examples could

include:-
Number of Sales Leads per month
But what is important is to measure is the
Source of each lead, so look at:-
Website Leads
Social Media Generated Leads
Referral Leads
Sales Team Generated Leads
What are your other Lead Sources
The important thing here is to track in CRM your
Source of these New leads.
Leads

Key Takeaways
Always Set a Monthly Target

Measure Ratios over Time, say per Quarter, Year

on Year for trends and changes

Consider if you have a Referral strategy to

encourage these leads

Use and ensure that all your CRM users know

the importance of completing the Source field
in your CRM system.
Sales Opportunties

So what do we measure here? Again,

examples can include:-
No. of Sales Opportunities per month
But what is else important to measure:-
Value of Opportunities and their Number
Value and Number of Opportunities at Each Stage
(e.g. Initial Stage, Demonstration Stage)
The Estimated Close Dates and Value
Average Opportunities Open Days for an
Opportunity. For example, your average may
close in 90 days, but some are showing 200+ days
open. What is your next action?
The important thing here is to track in CRM all
your Opportunities, more ideas next.
Sales Opportunties

Key Takeaways
CRM systems are usually strong in this area, so
consider how best to configure your own CRM to
produce the Reports you need.

Also, dont forget to measure how many are from

Clients and how many are New Opportunities.

Be consistent in what you measure and try not to

over-measure. This is easy to do once you have
a CRM with a host of options and reports/metrics
available.

Often, the key question is What is happening

next. Make sure you can easily see this in your
CRM or CRM Report
More on Sales Opportunities (

Other measures could include:-

Average monthly Value of Total Opportunities
Pipeline (Moving Annual Total )
Track Source of Opportunities and Review
Ensure you include any Annual Contracts
Track your Closing Ratios and Win/Loss reasons
Review Win/loss reasons as a separate Report.
(most CRM systems will enable you to track this or
can be configured to track this).
Do you know the next Action for each Opportunity
Stay in touch with your Lost opportunities. Are
they lost forever? If not, schedule a Follow-Up Call
for say 3 or 6 monthsyou never know
Sales Opportunities (contd)

Key Takeaways
Measure Ratios over Time, on Win/Loss.

Ensure you meet Quarterly to discuss and

track all and possibly grade the Reasons for
win and loss of opportunities.

Add a reason for Win/Loss into your CRM

system for your Sales Opportunities if not
there already and track this.

Consider the Report or Dashboard layouts for

these in CRM
Sales and Account Teams Activities

So what do we measure here? Typical

Examples include:-
No. of New Business face to face Meetings per
month per Team member can be good starting
point.
Telesales Volume of calls per week target and
talks engaged with*.
The important thing here is to track in CRM all
these Activities.
Use separate Monthly/Weekly Reports
Ensure your referral partners calls targeted and
are measured as well and dont forget them
*Our own research statistics shows a consistent 2/3 of calls
made, no actual talk takes place as person is not at desk, out, in
a meeting etc.
Sales and Account Teams Activities

Key Takeaways
Compare different Team members

Enable other CRM users to compare results can

be useful.

Ensure you have reasons for each call and some

sort of common terminology for calls to be able
to easily view.

Use and ensure your users know that they have

to complete ALL their activities in
CRM.consider a carrot and stick approach if
they dont!....if its NOT in CRM, it didnt happen is
a good rule!
Marketing KPIs (Website)

Looking at each area, what do we think are

important. So, your Google Analytic KPIs
could include:-
No. of Page Views
No. of New Visitors
No. of Unique Visitors*
Website Visitors to Web Leads ratio %
Social Media generated visits to Web Site
Effectiveness of different Campaigns, this may be
online campaigns and their ability to generate
leads
*exclude internal or known IP addresses, e.g. your staff
checking, visits to a self service webpages and agency staff
working on your site.
Marketing KPIs (Website)

Key Takeaways
Marketing stats should be in CRM wherever
possible, but some figures maybe confidential and
not track able in your own CRM.

Track trends over time and measure against

marketing spend

Much of this information is readily available inside

Google Analytics and should be measured and
reported upon by marketing
Marketing KPIs (Email)

This can be more difficult here if your CRM is not

integrated with some of your marketing activities
in separate systems examples could be.
E-Mail Marketing activities.
The most common add-on with CRM and used for
Promotional Offers and Newsletters. However,
most CRM systems have a preferred email
solution they integrate to. Common Email
Marketing tools used include:-
Constant Contact
Swiftpage
Newsweaver
Mailchimp
Marketing KPIs (Social Media etc)

Other common activities in the digital marketing

age are:-
Social Media Activities for LinkedIn, Facebook,
Twitter, Slideshare activity or with Social Media
tools such as Hootsuite*
Blogs/Whitepapers and other content created
and available monthly
PR activity
Traditional events such as
Trade Show Events (leads should be entered
into CRM)

*MAS are a accredited Hootsuite and Constant Contact ,

Swiftpage email marketing Partner
Marketing KPIs (consolidated metrics)

Social Media KPIs could include:-

No. of Tweets per month, set a target if this is
important
No. of Followers and traction
Website visits driven by Social Media
E-Mail Marketing could includes:
Newsletter open and Read Rates
Offer open and Read Rates
Content Marketing could include
Blogs per month
Downloads such as White Papers per month
Marketing KPIs (Other)

Key Takeaways
These types of metric will depend upon size of
your marketing team and type of marketing
activity you undertake.

Key here is to continue to test and measure and

Track trends over time and measure against
marketing spend

Remember, you are trying to measure Marketing

ROI here, so depending on nature of your
business, know what % of your business relies
on NEW Business as this may reflect what you
will track to some extent
Showing Your KPIs in CRM

Most CRM systems now offer a number of

easy to use options built-in:-

Standard Reports
Standard Dashboards
Excel exports from areas inside of
CRM
CRM Reports and Dashboards can be
customised to suit your requirement,
discussing of these requirement should be a
key part of any CRM discovery Process
undertaken by your CRM Consultancy
Showing your KPIs in CRM

Final Key Takeaways

Choose your KPIs carefully and ensure these are
relevent

Look to be able to show as many of these as

possible in your CRM system

Revisit these KPIs Quarterly and Bi-Annually, but

ALWAYS track monthly.

Act upon change in your KPIs and trends quickly

and hold an Annual Review

Dont be afraid to add more or take away, but try to

be consistent. For example, we have added social
media stats only in the last years as a metric
What Should I Do Next? 2014

Consider speaking to a MAS consultant if you

are interested knowing more about how we More
can help your company
Questions?
Call us on 01905 380920

or

visit our CRM Discovery page to find out

more about choosing or changing CRM or
indeed if you are looking to Review your
existing system to get more out of it.