Important sales metrics. What data to collect about customers ?

What information should sales collect about customers ?

What are the important sales metrics ?

What customer data to collect beside gender, job position, company type, revenue and size ?

Sales department should collect as much data about customers as possible. It is recommended to collect also other data, that may not appear to be relevant to actual business case. These data may be important for you in the future.

When having a call or meeting with potential or existing customer, you should take an internal notes. These notes should contain information related to actual business case, but also other business information like:

• The current situation in the company - personal, market, product etc.
• Company's future plans, intetests and changes - purchases, cooperations, market behavior etc.
• Preferences

Important sales metrics and data that you should track:

• Total amounts and values of leads and opportunities
• Amounts and values of leads and opportunities won
• Win rate
• Annual contract value
• Average contract duration
• Average profit margin
• Year to year growth
• Customer acquisition costs
• Conversion rate
• On-time payment rate
• Upsells, cross-sells, downsells
• Total revenue
• Revenue by product or service
• Revenue from new and existing customers
• Market share
• Market penetration
• Market evolution
• Average response time
• Email open rate, response rate and engagement rate
• Meetings, presentations, calls made and scheduled, emails sent
• Opinions about each company's employee - skills, preferences, behavior, contacts
• Information about owners
• Partnerships
• Referrals
• Campaigns
• Competitors