Important CRM Metrics for Small and Medium Sized Businesses

CRM MetricsWith the right CRM system you will have access to more information about your customers and your business than you ever imagined possible, but which information matters most? The answer to that question depends on your specific CRM strategy and goals but there are some common CRM metrics that small and medium sized businesses find very helpful to make sure all departments are hitting their goals while contributing to the overall success of the organization:

 Key CRM Metrics for the sales department:

  • Achieved sales vs. quota
  • Sales pipeline by stage- number of prospects, leads, new customers, etc.
  • Percent net new customers vs. current customers (repeat, cross-sell, up-sell)
  • Direct vs. indirect sales
  • Sales expense per new customer
  • Sales expense for customer base
  • Sales cycle duration
  • New revenue
  • Recurring revenue

Key CRM Metrics for the customer service department:

  • Percent of calls resolved
  • Percent of customer renewals
  • Calls per day
  • Calls per hour
  • Calls per person
  • Overall customer satisfaction score
  • Client retention
  •  Average time to resolution

Key CRM Metrics for the marketing department:

  • Number of campaigns
  • Number of responses by campaign
  • Number of purchases by campaign
  • Revenue generated by campaign
  • Number of new leads by product
  • Number of unique website visitors
  • Lead generation (call to action) forms completed
  • Marketing expense per new customer
  • Marketing expense for current customer base

Key CRM Metrics for business leaders and executives:

  • Sales department- how much of their quota did they hit?
  • Sales department- achieved sales vs forecasted sales
  • Service department- overall customer satisfaction score
  • Service department- customer retention
  • Marketing- lead to cash metrics

This is in no way an exhaustive list; there are many, many other metrics that may be important to your organization based on your goals. One of the most important things you can do when evaluating your CRM strategy is looking at goals, strategies, and metrics- do they match up? For example, if one of your goals is to improve new revenue by X% then your strategy may be to increase the average deal size, so you must be using CRM metrics to track that information.

Take the next step: Learn how to use reports more  effectively, identify long-term CRM objectives, and more in the white paper below.

crm metrics

Related Posts