Jennifer Karpus-Romain

Tracking the ‘Untrackable’: How CRMs take on the sales funnel

Blog Post created by Jennifer Karpus-Romain on Jan 4, 2018

Customer relationship management (CRM) software houses all your customer data in one place. Whether your sales team is primarily at the office, or out in the field, essential customer information is always at their fingertips. Thanks to this easily accessible data, your sales team has new tools to enhance every aspect of their work. It’s even possible for salespeople to check the status of prospects, identifying their exact placement in the sales funnel. That’s also great news for sale managers, allowing them to instantly track their team’s performance and determine where leads tend to stall out in the sales process.

There’s more to tracking sales performance than simply measuring the number of calls made and deals closed. The more customer and sales data you collect, the clearer the overall picture becomes. A CRM not only provides you with a system for tracking the “activities” of your sales team — calls made, emails sent, meetings taken — it also enables you to measure the “motion” of your sales efforts. This allows you measure the effectiveness and efficiency of any sales strategy or activity.

By tracking sales motion, you can see how many potential customers are being moved through the sales funnel by your team. For the first time, you can see something once thought to be impossible: Tracking the ‘untrackable.’

Instead of viewing performance in terms of a specific set of actions, tracking motion allows you to measure process over time, gauging the success of your sales efforts over weeks, months, quarters, and years. It also gives you a greater degree of control over the sales funnel itself. If prospects are stuck at a stage in the sales funnel, reps and managers can collaborate on ideas for moving them forward.

This new approach to the sales funnel can be baked right into the CRM itself, with the necessary tools and processes for tracking sales and activities and motions being put in place during the CRM design and implementation phases. These tools can provide the insights you need to win deals, create strong customer relationships, and develop strong strategies for the future.

Benefits include:

  • Better management of your sales pipeline.
  • Enhanced communication between marketing and sales teams.
  • Optimized demand generation efforts.
  • Greater insight into your sales operations.

To get a better idea of how these benefits truly work, lets take a look from the perspective of a VP of sales. Tracking motion within a CRM, allows the VP to know how many viable opportunities have become stuck in some stage of the company’s sales funnel and can easily track how long the opportunities have been lodged there. From there, the VP can determine if the opportunity is stuck there because the deal stalled out or if the reps didn’t have the knowledge or resources needed to move them along to the next stage. The additional information CRM software provides grants the VP the ability to make educated decisions, instead of shooting in the dark or hoping for the best.

By examining the sales process, it’s even possible eliminate these “logjams” before they happen.

Download our white paper for tips on measuring sales success.