6 Key Business Intelligence Metrics to Close Sales Productivity Gaps
by David Olson
Sales managers are constantly challenged with increasing sales rep productivity to build the bottom line. Great leadership is essential, but without information from the field, it’s really tough to make the decisions needed to correct problems and maximize opportunities.
Those pieces of field data – leading management indicators of success, are often difficult to capture and measure consistently – unless you are using a robust business intelligence system to capture it. The right collection of data and business intelligence dashboard can give you visibility into the activities of a sales team at a glance to help you determine if your reps are spending the right amount of time with clients, or too much time driving.
A business intelligence dashboard that helps you assess your client face time/drive time ratios can help you spot productivity gaps and close them quickly. You should be able to filter your data by standard elements such as calendar segments (year, quarter, month, week), as well as your company-defined segments, such as territory, region, manager, department, division, job title, or even by top revenue-generating employees! Of course, once you’ve applied multiple filters and discovered the custom data you need to answer your questions, you want the ability to save and name custom results and export charts and tables to Excel or PDF to share with your leadership.
Perhaps most importantly, the best business vehicle intelligence dashboard will provide greater visibility into your business drivers’ locations, trips and behavior. It should help you identify if the “right” amount of time is being spent at key clients to leverage field/driver activity for improvement. Key metrics and a brief example of how to use it include:
Average mileage per driver
: As part of your overall territory management strategy, use your custom segments to determine where the most miles are being driven, and by whom, to help determine the why.
Average trips per driver
: Filter by your top-revenue generating sales people to help determine team benchmarks and objectives for number of client visits.
Average mileage per trip
: Improve territory management by uncovering typical barriers to success, such as inefficient routes and territories that are too large, as indicated by above average mileage per trip.
Average travel duration – ‘windshield time’
: Determine where your reps are spending their time. Below average travel durations could be a key indicator of success and is helpful when considering territory realignment strategies.
Average meeting duration – ‘face time’
: As with average trips per driver, higher than average ‘face time’ could be a key success metric, by which you create team goals and objectives.
Stop/trip duration – ratio of ‘windshield time’ to ‘face time’
Example: Don’t just report where your reps are spending their time, behind the windshield or in front of the customer – analyze it! Comparing stop duration to trip duration allows you a different and more effective way of determining how your reps are spending their time. If you discovered your most successful reps spend twice as much time with the customer (stop duration) than on the road (trip duration), and your least successful reps spend half as much in front of your customers than on the road, you could realign territories, set goals, and re-measure the following month.
A robust business vehicle intelligence dashboard can help companies make smarter decisions about territories, policies, and personnel based on actual behavior – and it allows benchmarking of activities of the most successful mobile employees for modeling and coaching others to the same levels of success.
Have you had success with using a business vehicle intelligence dashboard? Let us know in the comments below.
Posted 3/21/2013 4:30:03 PM
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Tags: business intelligence dashboard
, business intelligence metrics
, sales productivity