Question
Clearly sourced
Expert knowledge for digital decisions
Which KPIs should be evaluated from the CRM?
Short answer
Four are enough to start with: New Opportunities per Month, Closing Rate, Average Time to Close, and Average Order Value. Almost everything else can be derived from these four. More KPIs usually mean less attention for each individual one.
The Four Core KPIs
| KPI | What It Answers |
|---|---|
| New Opportunities per Month | Are enough opportunities coming in? |
| Closing Rate | How good are we at converting? |
| Time to Close | How long does a business tie up capacity? |
| Average Value | Is the effort per business worthwhile? |
Multiplying the first three meaningfully results in capacity planning: How many opportunities do we need to achieve a revenue target?
Useful Additions Later
- Reasons for Loss, grouped. The most valuable analysis overall – it indicates the root cause.
- Source of Inquiries. Which channel brings business, not just contacts.
- Response Time to Inquiries. Strongly correlates with the closing rate.
What to Avoid
KPIs that do not lead to action. "Number of contacts in the database" looks good but changes nothing.
The Test: If this number halves – what would you do? If there is no answer, you don't need the number.
Prerequisite
All KPIs require well-maintained data. A closing rate from a system where sales only enter half the opportunities is worse than no number – because you believe it.
Key facts
- Four Core KPIs
- New Opportunities, Closing Rate, Time, Value
- Most Valuable Addition
- Reasons for Loss
- Test for Each KPI
- What would I do if it halves?
Sources
All external claims are backed by traceable sources.-
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Ouhud CRM Ouhud GmbH