CRM Success Metrics Checklist
We’ve taken the guesswork out of how to measure CRM success by outlining KPIs to consider as you get narrow down your purchase decision.
A Blueprint for CRM Success
Learn how to evaluate vendors, decide on the right features and plan a smooth rollout.
- Pipeline visibility: Track whether the CRM system is giving sales teams a comprehensive view of customer or prospect activity to identify new opportunities.
- Conversion rates: Track current conversion rates across all defined sales stages to establish baselines on which to benchmark success. Include sales, upsells, and cross-sells in tracking.
- New business growth: Track new customer accounts or net new sales by customer.
- Retention and profit per customer: The duration and value of customer relationships.
- Sales performance: Get as granular as possible with your team’s performance, such as average sales cycle, conversion rate by sales rep, or activities across each stage of engagement.
- SLA compliance: Manage performance and compliance with service level agreements with your customers.
- Customer satisfaction: Set targets for customer satisfaction and measure against those.
- Customer advocacy/influence: Track customer sentiment via direct feedback, social media, or metrics such as Net Promoter Score (NPS).
- Attrition: Set targets relating to different causes of attrition to determine whether the CRM is delivering expected improvements.
- Usage rate: A CRM system is only as good as its users. Set adoption and usage goals for each department.
- Employee satisfaction: Target and track areas where employees are expected to experience improvements in their work, such as collaboration and depth of insight.
- Lead quality: Set standards for lead qualification and opt-outs, and measure the quality of leads that pass to sales via automation.
- Automated outreach: When you use CRM to prompt customers based on data signals, measure the performance of those campaigns.
- Interaction intervals: Is the CRM helping you keep customer relationships fresh?
- Speed of response: Are customer service representatives responding faster with better information?
- Fulfillment: Measure whether the CRM is helping you complete post-sales operations faster.
- Payments: Use the CRM to follow the customer journey to the end, and apply time-to-payment metrics.
- TCO: Set a budget for CRM implementation, maintenance, and growth, and measure against it. Target cost savings related to the CRM deployment and measure for improvements.