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What steps can you take to ensure accurate and reliable CRM metrics and KPIs?

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CRM metrics and KPIs are essential tools for sales managers to monitor and improve the performance of their teams and processes. However, if the data is inaccurate, incomplete, or irrelevant, it can lead to misleading insights and poor decisions. How can you ensure that your CRM metrics and KPIs are reliable and meaningful? Here are some steps you can take to optimize your CRM data quality and analysis.

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1 Define your goals and metrics

Before you start collecting and measuring data, you need to have a clear idea of what you want to achieve and how you will track your progress. Define your sales goals and align them with your business objectives and strategy. Then, choose the most relevant and actionable metrics and KPIs that reflect your goals and show how well you are performing. Avoid using too many or too vague metrics that can dilute your focus and confuse your team.

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Gaurang Upadhyay

Chief Sales and Marketing Officer
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To ensure accurate and reliable CRM metrics and KPIs, consider the following steps: 1. Define clear and specific KPIs aligned with your business goals. 2. Standardize data entry and establish data quality protocols to maintain clean data. 3. Regularly audit and clean the CRM database to remove duplicates and inaccuracies. 4. Provide training to users for consistent data input and usage. 5. Implement data validation rules and automated workflows to enforce data accuracy. 6. Regularly review and update KPIs as business priorities evolve. 7. Invest in robust reporting and analytics tools for accurate measurement and analysis.

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Ben Joe Markland

Chief Operating Officer & Productivity Junkie - Process Driven outsourcing guru who loves getting down in the trenches!
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For nearly 12 years, we have made substantial investments in robust software aimed at defining, aggregating, and effectively utilizing data for our KPI success. Defining and gathering data are essential steps, but their true value emerges when you can analyze and translate it into meaningful insights, even for front-line employees and agents. Our software of choice, Clearview, empowers us to gamify data, create impressive dashboards, and develop executive-level wallboards for TV displays. In our philosophy, "Data > Dogma", serving as the key to achieving KPI success. When we align this data-driven approach with real-time observations from the operational floor, it becomes evident that we are on the path to victory.

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Kyle Vamvouris

I talk about building repeatable sales processes. Helped 70+ companies, $100M+ in sales, $280M+ in capital raised. A seasoned advisor in B2B sales
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For sales, the metrics you need to be tracking is very simple. Activities - the calls, emails, and other prospecting activities happening to book meetings. Meetings - the actual first appointment that is booked from the activity. Qualified deals - the qualified deals that are a result from the meetings. Deal stage 1 - deals that made it to deal stage 1. Deal stage 2 - deals that made it to deal stage 2. Deal stage 3 - deals that made it to deal stage 3. Close won - deals that made it to close won. With these metrics you’ll be able to identify where you experience the biggest drop off so you can focus on improving it.

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2 Standardize your data entry and validation

One of the main sources of data errors and inconsistencies is human input. To minimize the risk of inaccurate or missing data, you need to establish and enforce a standard procedure for data entry and validation. This means defining the fields, formats, and rules for entering and updating data in your CRM system, and ensuring that your team follows them consistently. You can also use automation tools, data cleansing software, and data audits to check and correct any errors or anomalies in your data.

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3 Segment your data and customize your reports

Not all data is equally relevant or useful for every sales situation or stakeholder. To make your CRM metrics and KPIs more meaningful and actionable, you need to segment your data and customize your reports according to your specific needs and preferences. For example, you can segment your data by product, market, channel, customer type, sales stage, or time period, and create different reports for different audiences, such as your team, your managers, or your clients. This way, you can highlight the most important and relevant information and insights for each case.

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Kyle Vamvouris

I talk about building repeatable sales processes. Helped 70+ companies, $100M+ in sales, $280M+ in capital raised. A seasoned advisor in B2B sales
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One thing I’ll highlight here is the power of what I call secondary intelligence. I talk about this in my recent book. Secondary intelligence are data points you can only get from talking to someone at the prospect company. For example: contract expiration date, current provider, problem sets, etc.

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4 Review and update your metrics and KPIs regularly

Your CRM metrics and KPIs are not static or fixed. They need to be reviewed and updated regularly to reflect the changes and trends in your sales environment and performance. You should monitor your metrics and KPIs on a regular basis, such as weekly, monthly, or quarterly, and compare them with your goals and benchmarks. You should also analyze the factors that affect your metrics and KPIs, such as customer behavior, market conditions, or sales tactics, and adjust them accordingly. This way, you can keep your CRM metrics and KPIs relevant and realistic.

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5 Communicate and act on your metrics and KPIs

Your CRM metrics and KPIs are not just numbers or graphs. They are valuable sources of information and feedback that can help you improve your sales results and customer relationships. To make the most of your CRM metrics and KPIs, you need to communicate and act on them effectively. This means sharing your metrics and KPIs with your team and other stakeholders, and explaining what they mean and why they matter. It also means using your metrics and KPIs to identify your strengths and weaknesses, and to plan and implement actions to improve your sales performance and customer satisfaction.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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What steps can you take to ensure accurate and reliable CRM metrics and KPIs?

1

2

3

4

5

6

1 Define your goals and metrics

2 Standardize your data entry and validation

3 Segment your data and customize your reports

4 Review and update your metrics and KPIs regularly

5 Communicate and act on your metrics and KPIs

6 Here’s what else to consider

Sales Management

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What steps can you take to ensure accurate and reliable CRM metrics and KPIs?

1

2

3

4

5

6

1 Define your goals and metrics

2 Standardize your data entry and validation

3 Segment your data and customize your reports

4 Review and update your metrics and KPIs regularly

5 Communicate and act on your metrics and KPIs

6 Here’s what else to consider

Sales Management

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