Twenty Eight Articles for Sales: 20 – Take stock regularly

Take stock regularly. You need to develop metrics early in your campaign, and refine them as the you progress. They should cover a range of activities and economic results and issues. Use metrics intelligently to form an overall impression of progress – not in a mechanistic “traffic light” fashion. Typical metrics include: new engagements with prospects and clients, engagements with prospects in the pipeline, proposals and presentations delivered, win/loss ratios, sales and margins, and sales and margins compared to prior periods. These mean virtually nothing as a snap shot – trends over time are the true indicators of progress in your territory.

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