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Measure your Business Performance Well

In the way of measuring commercial performance many base failures are committed.

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In the way of measuring commercial performance many base failures are committed. For example, assess the objectives achieved and forget to consider how they have been achieved, which is precisely where there is greater room for maneuver to improve. In this sense, Daniel Primo, partner of Tatum, recommends “incorporate traditional indicators (sales volume, number of clients in the portfolio, clients captured, etc.) indicators of business processes and behaviors, such as visits made, number of calls programmed and done, the report that is made of those visits in the systems, how good are the steps we have done, how the planning of the visits is made, whether they are prepared or not… There is a lot of information that talks about efficiency commercial and many of them can be provided by CRM tools. “

That on the one hand. On the other, there is the difficulty of knowing what the KPIS really is that affects each business and for a specific objective, since the KPIS can change over time. As Eric Kircher, CEO and advisor of Lead Your Market, explains, “most companies are focused on measuring how we are doing with the goal of the year and to what extent we are still about to achieve it, but there are many KPIS that affect those specific objectives: for example, the loyalty rate. If it is low, it means that we will have to fight a lot in recruitment. Or how much time do we need to win a customer, the volumes of a prospect’s purchase, what is the volume that it brings and how it grows over time. You can also differentiate between the purchase volume of a customer that belongs to segment A, the best customers and the purchase volume of a customer that belongs to segment B, and so on. “

For Juan Ruiz del Portal, General Manager of Overlap Spain, the good KPIS for each one are “those that help you understand what the market or your team’s situation is, analyze and evaluate your work, detect problems and look for solutions to improve . To find yours, ask yourself what your objectives are, what you want to measure, if what you are measuring influences the company’s objectives and if influencing them will help us detect problems and improve. “

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