销售中的数据如何改变您的销售团队和绩效

Sales has traditionally been an intuition-driven profession.

What do I mean by this? Well, salespeople conduct research on potential customers and then engage the best-fit prospects in conversation. This allows reps to feel out each prospect’s interest and determine whether or not they’re an ideal customer.

In recent years, however, sales data and technology has changed the way that sales teams think and feel — no longer doesintuition sit in the driver’s seat。Sales data has taken the wheel, and for good reason.

当今的企业需要根据市场变化，竞争对手的活动，客户偏好和全公司范围的活动做出销售决策。raybet电子竞技另外，作为cost of acquiring new customers continues to rise，销售团队需要专注于保护资源的目标努力。reybet雷竞技下载

潜入本指南，以开始编译您的数据驱动销售策略。

Sales Data

数据是必不可少的组成部分成功的销售团队。销售数据可以帮助代表避免追求不好的客户, and it can inform new opportunities that sales teams wouldn’t detect otherwise.

But data on its own can be intimidating, especially for teams who are getting used to such an analytical culture.

此外，销售团队无需使用每个指标。在研究您的团队应跟踪的销售数据类型之前，让我们从如何处理销售数据开始，以使您的团队和公司目标受益。raybet电子竞技

How to Approach Sales Data

首先，设定您的业务目标。（此步骤与您可以为您做什么数据；这与您的业务目标有关。因此，关注您想要的内容yoursales team.)

例子:我们希望在第二季度缩短我们的销售周期。

接下来，记下什么questions arise from your objective。

例子:我们目前的销售周期多长时间？是什么导致它达到这一长度？我们希望它会多久？这将为我们节省多少钱？我们需要什么来缩短当前销售周期？

Finally, identify whichsales metrics需要回答这些问题。（我们将介绍下面的销售数据类型。）

现在，您的销售团队应该知道在努力达到目标时要利用哪些特定的销售指标。随着时间的流逝，随着目标的变化，您可能需要根据需要添加或删除各种数据点。

以下部分将涵盖您团队应该知道的数据类型。

In this section, I cover the most commonsales key performance indicators（KPI）。这些对于涵盖公司范围的业绩以及跟踪您的销售团队如何影响您的更广泛的raybet电子竞技公司目标很重要。让我们在下图中更详细地查看它们。我们将讨论如何稍后实际收集这些数据。

(For a list of over 50 sales metrics as well as a breakdown of sales KPIs per team type, check out ourUltimate Guide to Sales Metrics。)

Download our free Sales Metrics Calculator to calculate your average deal size, win-loss rate, churn rate, and more.

Data-Driven Sales

数据驱动的销售是一种销售方法，涉及收集和使用特定指标告知所有销售决策, from lead prospecting to people management to churn reduction and pricing.

Using data in salescan help your representatives improve productivity. It can also save them precious time and energy pursuing customers who aren’t a good fit or are uninterested. Implementing a data-driven sales approach can also make your business more profitable — up to6% more profitable比他们的竞争对手。

This approach sounds easy enough, right? Well, it’s one thing to say you embrace a data-driven sales strategy … and it’s quite another to use that data to influence, develop, and empower your sales organization.

让我们谈谈以数据为导向的销售方法在行动中的外观。

建立一个数据驱动的销售团队

Asales teamthat relies on data observes a handful of distinct practices. Read through these to see how your sales team can start following the same approach.

1. They align on goals and mission statements.

A data-driven sales team is aligned on一切— from big objectives to day-to-day goals. This alignment is the responsibility of sales managers to communicate and execute. It’s also good practice to develop those objectives and goals with your entire sales team, so loop them in on any planning or goal-setting meetings.

这个过程反映了questions I discussed aboveabout figuring out what sales data to use. They help determine what goals your sales team are pursuing, what data can help you achieve those goals, and what each team member needs to do to stay aligned in your pursuit.

2. They build and follow a sales process.

A data-driven sales team follows a distinctsales process- 您的团队可重复的一组动作，以关闭新客户。销售流程使您可以查看销售方法的哪些部分工作以及哪些部分无效。通过在整个团队中重复相同的动作，您可以记下可以在哪里合并和跟踪新的KPI和销售数据。

When making changes or updates to your sales process, do so slowly and with one change at a time. This lets your team get used to the change and allows you to clearly see if that change is benefitting or hurting your overall sales process.

3.他们使用现有数据来告知策略。

A data-driven sales team doesn’t only use new data; they also use any data they’ve already been collecting (even if it’s never been put to use). Existing data can be a goldmine of insights and untapped ideas — just take a look athow Harley Davidson used old data to increase new sales by almost 3,000%。

Before diving into a new data tool, do someanalysison any existing sales data, such as information about past buyers and prospects. Gather your sales team and chat about what existing data you have and how you can use it to inform new decisions or strategies.

4. They work with a CRM — and they make data accessible.

数据驱动的销售团队与customer relationship management (CRM)tool, such asHubSpot’s free CRM。A CRM database is highly valuable. It effectively replaces cluttered spreadsheets and disjointed tools — and it generates helpful sales reports (which you can also find inHubSpot的Saleshub）。

A CRM can track all prospect and customer activity and automate even the most menial tasks, such as email follow-ups and contact updates. It also keeps your sales team aligned, making all of yoursales data equally accessible。

Get full visibility into your sales process with HubSpot’s free sales reporting.

5.他们跟踪所有潜在客户的互动，以了解什么有效，什么无效。

A data-driven sales team treats every prospect interaction with equal importance. Whether a prospect never responds or becomes a customer, every interaction can give your sales team valuable data and insight into what’s working.

Prospect interactions can tell you a few important things:

• 那个前景来自哪里
• 为什么您的销售代表首先伸出援手
• 你的销售代表contact and what form of communication they used

从初始联系人开始，您也可以跟踪1）sales cyclefor the specific prospect, or 2) which competitor you lost the prospect to. You can also gather demographic and psychographic information from each prospect that becomes a customer to further build out yourbuyer personas。

6. They only engage with leads and prospects that fit certain criteria.

数据驱动的销售团队仅追求被证明是善良客户的潜在客户和潜在客户 - 适当的数据可以告诉他们。如上所述，销售数据有可能节省您的销售团队宝贵的时间和精力，并使您的公司更加有利可图。raybet电子竞技

To do this, your team must make use of the data it collects. Once you qualify good-fit leads, your team should know what data to look at to understand whether they should engage a new prospect. Perhaps you’ve defined a good-fit lead as a customer with a certain monthly revenue as well as a certain minimum of marketing team members.鼓励您的团队将他们的精力集中在属于这一类别的前景上。

了解如何前景并确定可能成为付费客户的良好合适潜在客户。

7. They communicate about best practices and approaches that don’t work.

A data-driven sales team is constantly sharing best practices with one another. Perhaps one of your sales reps has learned a new way to use their sales data. Perhaps another has found a new approach that almost always guarantees a prospect response. Regardless, your sales team should always be chatting about their best practices and approaches that don’t quite work. You can share this information through team-wide meetings or via one-on-ones between managers and reps.

Not only will this strengthen morale and act as a means ofsales coaching和培训，但它也将帮助您不断保持数据以及如何使用数据。销售数据是一个迭代过程，您的销售团队可以帮助您不断改进使用和应用它。

Sales Data Helps You Grow Better

直觉不再导致您的销售团队的收费；销售数据是街区的新孩子。数据驱动的销售团队可以节省您的组织时间，精力和金钱 - 您公司可能不必浪费的资源。reybet雷竞技下载raybet电子竞技销售数据还可以使您的销售团队保持一致，并以最大化收入和业务影响的方式简化您的销售流程。

Take a look at your existing sales data, get started with a free CRM, and dive into how data in sales can help your organization flourish.

编者按:这篇文章最初发表in July 2020 and has been updated for comprehensiveness.