10种销售分析报告以管理绩效

知识就是力量。

作为销售负责人，您已经知道这一点。您的销售代表对潜在客户如何利用产品有深刻的了解，他们可以就最佳方法制定定制计划。当涉及到这一点时，这就是前景实际上需要的。

Knowledge of your product is undeniably valuable, but it's not enough for your team to be successful. You need to understand the factors affecting your team’s performance as well. Those are what allow you to tweak your销售过程并根据需要填补知识的空白。

要到达那里，您将需要称为销售分析报告的关键工具。

深入了解性能的第一步是拥有正确的数据。然而，销售人员通常忽略了这一事实而不使用专用技术to track lead and customer data.

即使没有有关联系的基本信息，销售负责人也无法希望分析其团队的绩效或确定改进领域。每个销售领导者都需要跟踪一些必不可少的报告，我们列出了以下一些最重要的报告。

1.管道

完整而准确管道是必备的。没有一个人，根本无法在任何给定时间评估您的业务健康状况。作为销售负责人，您需要确切地知道哪些交易是一种交易，您可能会完全失去哪些交易，以及每个交易对您的底线产生的影响。

当然，准确的预测直接与全面的销售资格联系在一起。确保您的销售代表进行尽职调查以确保现实的管道。

This is an example of what a pipeline report looks like in HubSpot Sales Hub. You’ll notice each stage of the pipeline and where opportunities are within it. You can even add forecasted deal amounts to see exactly how much each deal is worth and how close it is to closing.

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2. Typical Conversion Rates Report

在销售中，该术语兑换率指您将潜在客户转化为潜在客户并引导到客户的能力。当以运营或团队范围的范围内考虑时，该指标可以非常了解您的整体销售策略的功效。它还可以洞悉个人代表的优势和劣势。

By monitoring your conversion rate, you can pin down the points in your sales lifecycle where you're excelling or underperforming. If you're consistently converting leads to opportunities at a high conversion rate, you can bolster whatever strategies you're using at that point in the process. But if your team is having trouble converting opportunities to customers, you can start identifying areas for improvement at that stage.

It's also a solid litmus test for individual reps' strengths and weaknesses. If a rep is underperforming altogether, you can look into their conversion rate to see where they need help.

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3.平均交易规模报告

您的平均交易规模对于预测收入和监视销售管道的健全性至关重要。如果您的收入目标是四分之一的$ 200万美元，而平均交易规模为20万美元，那么您知道您正在尝试在该时间范围内获得10笔交易。这似乎很明显，但是对此指标保持标签仍然很重要。

平均交易规模报告为您的代表提供了基础配额and lets them know roughly how many deals they're expected to land. It also allows you to set expectations and milestones for your sales cycle. Ultimately, it might seem like a no-brainer, but it's still worth a reminder — always monitor your average deal size. It provides a critical structure to your sales operations.

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4.平均销售周期长度代表ort

平均的销售周期length is exactly what it sounds like — the average time it takes for a rep to close a sale. It's a straightforward metric that can be very indicative of individual rep performance and the overall efficacy of your sales process.

在考虑度量标准时，您必须建立一个理想的时间范围来用作基准测试。这些基准之一应该是代表在您的销售周期中工作需要多长时间。如果您发现个人销售代表在这里苦苦挣扎（花费比同龄人或您的标准的时间更长），您可以花时间研究他们的努力并确定教练领域。

如果您的所有代表都在努力与目标平均销售周期长度保持同步，那么可能是时候客观地研究您的运营了。您可能会发现方法，培训或管理风格的根本缺陷，并且这种见解可以帮助您补救它们。

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5.营销抵押使用报告

希望您的营销团队正在创建抵押品，以帮助您的代表通过销售流程来移动他们的前景。希望您的销售代表将其效果很好。

但是，如果不是，或者您获得的营销抵押品与您的潜在客户无关，您需要尽快找到。您可以轻松地跟踪所有营销内容在所有销售周期中都在工作，并且几个月来尚未坐着哪些文档。将这些信息传达给您的营销团队，您将获得更相关和有用的内容的奖励。

在这里，我们可以看到Solo Fire跟踪有多少人使用了一块抵押品，他们与之互动了多少次以及持续了多长时间。

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6.获胜并丢失交易分析报告

并不是您唯一应该关注的交易。要了解您的业务状况，您应该跟踪您赢得的所有交易。是否有特定的功能前景总是疯狂或您一贯失去的竞争对手？寻找这些交易之间的共同点，您将获得对产品的整体优势和劣势的宝贵洞察力。

这也是发现不足和表现过度的好方法。例如，有两个具有相同平均配额达成的代表似乎都很出色，但在实际表现方面差异很大。

If your data reveals that one rep spends a lot of time helping others get deals across the finish line while still maintaining high attainment, you have a great manager candidate on your hands.

On the flip side, records could reveal that a second rep has the same attainment as the first, but relies on other teammates to run demos or closing calls. There’s always a story beyond what the numbers tell you, and analyzing won and lost deals by rep will reveal it.

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7. Churned Customers Report

了解为什么人churn与评估为什么损失交易相比，您的客户群更具启发性。毕竟，一个搅动的客户清楚地表明，在销售过程中某个地方发生了不对对准。密切监视搅动客户的趋势使您有能力为在整个销售过程中固定不良模式提供直接指导。

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8. Sales Call Report

衡量销售代表有效性的一种方法是跟踪他们对潜在客户的电话或访问次数。您可以使用此报告跟踪关闭率of your team.

理想情况下，与与之相遇的潜在客户数量相比，您希望您的代表完成数量健康的交易。如果他们每天见面十次，但没有关闭，您可以使用此报告来了解为什么并提供更好的关闭技术。如果相反，您可以找到有效的东西，并在更广泛的团队中分享这些策略。

A sales call report can segment data about the prospects your reps are calling. If a certain industry is responding well to your products and services, you could even make a case to narrow down your call list and sell to aniche market.

9.潜在客户响应时间报告

Regardless of the length of your sales cycle, lead response time should be relatively quick. Studies have shown that contacting prospects within the first five minutes of them becoming a lead增加了可能性您将把它们转换为机会。

五分钟很短，如果您不接近实现该目标，那么最好的办法就是跟踪您的进度。您不会从48小时的领先响应时间转移到一夜之间的五分钟。但是通过做出一些战略决策和prioritizing your sales team’s workload, this goal can be attainable.

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10. Revenue Report

As a nice complement to the average deal size report, a revenue report can help you and your reps see how their work is impacting the bottom line. In this report, you’ll be able to see a breakdown of new business and renewals and which reps contributed to each. To get the most out of this report, you’ll want to设定您的销售和收入目标， 第一的。

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构建报告您的销售团队将使用

作为销售负责人，您需要跟踪很多。它有助于了解有关您的代表，策略或管理风格的不同信息源可以揭示什么。所有这些报告都可以为您做得好以及您可能做得更好的事情提供批判性的见解。

If there's anything to take away from this article, it's this — always track your customer and lead data. If you're not, you're missing out on reports that will undoubtedly help your business be the best it can be.

Editor's note: This post was originally published inMarch 2016 and has been updated for comprehensiveness.