Some customer experience leaders may feel an impulse to fix poor sales performance with speed and blind determination. There’s a natural inclination to find and resolve problems in real time, throwing manpower and resources at any perceived weakness. This scattershot methodology comes at a cost. By emphasizing speed over strategy, the approach limits future growth opportunities. When customer success teams properly assess their coverage – from customer acquisition to adoption, expansion, and renewals – they glean the insights necessary to design an unshakeable go-to-market strategy.
A Sales Performance Analysis (SPA) is a comprehensive assessment of the entire customer journey experience (CJX) from lead conversion through onboarding, adoption, and finally renewal. It looks through the different lenses of a company including sales, business operations, sales operations, finance, and executive management. Bringing all of these perspectives together helps inform on the overall health and structure of the CJX, shedding light on how they report, forecast, and engage with their customer base.
It is important to start with an understanding of the company goals and strategies. The next step is to evaluate how the company is performing against those goals. Thirdly, benchmark and analyze performance against historical numbers and industry benchmarks. The final step is to provide the company a roadmap to achieve reliable and sustainable growth.
The most comprehensive SPA looks at these considerations through two lenses: qualitative and quantitative. Qualitatively, the analysis inspects the competitive environment the company occupies, mindful of the technologies and processes for their go-to market strategy. Each maturity assessment is assigned a maturity score and provides recommendations around improving maturity levels.
Quantitively, a SPA will examine and evaluate different data sets, observant of the company’s lexicon to take into account how they input KPIs and metrics, bringing a historical perspective to the data analysis. Performance metrics are then measured against industry benchmarking – collected over the past 20 years.
The goal is a shared understanding of the opportunity, a quantified view of improvement potential, and a decision point to design a targeted solution and business case. It determines what solutions are needed to increase sales revenue and reduce churn.
A SPA can come in many forms, but the best call attention to a company’s most pressing challenges and offer solutions that will improve outcomes. ServiceSource conducts this high-level overview to better understand our clients and establish benchmarks for success. Our SPA considers a company’s entire CJX, often emphasizing onboarding, adoption and post-sale engagement. While poor performance often requires a fair amount of introspection, organizations benefit from a neutral inspection of their operations.
A successful SPA can determine whether an organization is leaking revenue in the renewals space and why. Better yet, a SPA can help show businesses that rather than having a renewals problem as originally suspected, they actually have an onboarding problem. These types of customer success distinctions matter. The solution for defective onboarding is a lot different than a solution for substandard renewals management. Spotting these distinctions can be the difference between a failed investment and a winning one.
To figure out where your sales operation can re-purpose resources and drive incremental growth, consider embracing a Sales Performance Analysis.