Just last week I was browsing the website and filling out forms to view content for a product that I started using in my new role. After submitting my data, I received two emails and two phone calls from a sales development rep seeking time to chat to see if the product would suit my company’s needs. The problem was my company is already a customer and therefore these communications were unnecessary and frankly annoying – talk about not having accurate Salesforce data (or which ever CRM system they were using)! Since I figured these would not stop if I just ignored them, I finally took time to respond and explain that we were already customers and actively using the products (which was not very useful as I got another email).
However, from the view of the manager for that sales development rep, it could look like the rep was doing their necessary outreach (assuming these emails and calls were logged correctly and on time in the first place), even though these efforts will amount to $0 in opportunity value. Data quality is your strongest asset for managing your sales team, but is the biggest challenge to maintain. Forrester Research estimates that up to 70 percent of customer relationship management (CRM) implementations fail because users refuse to adopt the CRM.
Adoption of your CRM by sales reps is just one important piece on the path to success; the other is making sure the data in Salesforce is the most up-to-date possible. Econsultancy shares that the average company loses 12% of its revenue as a direct result of inaccurate data (Gartner). Coming full circle, inaccurate or incomplete data can lead to a 20% stalled productivity, causing users to be even more apprehensive to adopting CRM. Break this cycle by ensuring reps have the tools to effortlessly keep data updated. Then compare these 6 sales activities to your sales KPIs to determine who your most effective sales people are and gain insight into what makes them successful.
Your reps are working tirelessly reaching out to warm prospects and passing on high quality leads to account executives. Here are some concrete activities to compare against sales KPIs, such as pipeline value, opportunity progression, and closed won deals, to make sure your reps are spending time on the activities that are driving results when you have accurate Salesforce data.
1. Emails Sent and Received
Email is alive and well, so measure the volume of emails sent and received. A high volume of emails with low gains to the bottom line may mean your not reaching out to qualified leads or your email templates need a refresh. Not only is it important to track the number of email exchanges, it is also valuable to have the content of the emails available to everyone on the account team. This visibility will ensure a consistent, collective engagement with each customer.
2. Calls dialed and connected calls
Your reps could be making calls all day, but if no one on the other end picks up, then the outbound call volume is useless on its own. Instead, count the number of calls a reps dials out compared to the number of actual phone conversations that took place. Pivot those numbers against sales KPIs for each rep to determine the effectiveness of cold calls and phone scripts.
3. Number of meetings or demos booked and completed
Sometimes meetings don’t happen as planned, so you will want to look at how many meetings were booked on a rep’s calendar compared to the number that in reality took place. Reps will have a preferred place where they update their calendars, but as a manager you are using Salesforce reporting to measure. To avoid a needless repetition of copying events, have reps connect their calendars so meetings automatically sync.
Looking at all these metrics side by side with sales KPIs for each rep will give you insight into where you ought to dig deeper to enable sales team to be more effective. Perhaps it’s the content of the emails that need updating or the calls should be made at more optimal times.
Our recent Salesforce Usage Report reveals that only one in four salespeople believe they are using Salesforce to its full potential, and have accurate Salesforce data, even though four out of five Salespeople find Sales Cloud to be imperative to achieving their revenue targets. You want your account executives focusing on the things that matter such as monitoring Accounts and Opportunities at risk via Salesforce Dashboards, not spending time on monotonous tasks such as logging emails, shifting through their inboxes for leads, or maintaining accurate Salesforce data.
In order to effectively measure these sales activities against KPIs, you must store and maintain accurate Salesforce data in the first place. To learn how Ebsta can help you achieve data integrity and eliminate manual contact management and activity logging, book a free demo.