CRM must have 'good metrics'

If a firm is to take customer relationship management and associated business management software seriously, it must emphasise certain metrics.

David Taber, writing for the IDG News Service, explained: "Measurements of a business process shouldn't focus on things outside the company's control, as that misdirects attention. Instead, metrics should focus on things that reflect the real health of your business."

He said that in terms of marketing, there should be a prioritisation of such metrics as the percentage of leads that are converted into sales, the number of leads accepted by sales and the percentage of them which are nonresponsive or stale.

Furthermore, Mr Taber accentuated the importance of average deal sizes, the number of new customers joining an organisation and the percentage of renewals or retained custom.

Network Automotive recently highlighted the benefits of CRM last week by noting how the end of the scrappage scheme will require many traders and sellers to prepare for a tougher environment to remain profitable.

Small Business Management Software from Atlantic Global OnDemand.

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