Six Essential Requirements Of Real-Time Sales Management Information

Knowing more than your customers, before your customers, in a joined up way is now a business given. Below are the primary data sets any self respecting sales organisation should have a handle on:


Customer Data
The holy grail. A 360° view of what they are bought, buying, and thinking of buying by product/service line, cross referenced by contact, decision making authority and location(s).

Forecasting Data
What might happen and when, filtered through a probability analysis, with some kind of retro capability to test for subsequent accuracy.

Results Data
The most commonly available data set. What seems harder to do is the timeliness; single digit dates the following month are impressive, 10-20s OK 20-31 iffy, and the following month hopeless. Also do they reflect the reality that sales people recognise? If they cannot see the cause and effect connections of what they spend their time working on, their ownership for the numbers will plummet.

Sales Pipeline Data
The incubator of future business. The ability to map the journey of business, showing blockages and flows, through the pipeline, will give any business a real edge in optimising its resources.

Activity Data
Can you track key gateway ratios proposals to orders for instance? These figures are the portal to performance insight. Managers who can perceptively interpret these figures are at the apex of their profession. Salespeople should be the custodians of their own data including the aggregated form. It’s not a management stick but a salespersons sword.

Lead Generation Data
The data that feeds the business engine. Tracking these early indicators shows where the business is coming from and what has the most/least potential.