10 essential B2B CRM indicators to define your company's strategy

Captivea France, Célia JAY

CRM indicators are inseparable elements of the sales manager's function. Indeed, they fully contribute to the achievement of its missions. These indicators naturally vary according to the company's sector of activity, size, environment, product range, sales force, etc. But they are the basis for your future strategic decisions.

A practical guide to the 10 CRM indicators needed to supervise the activity and build your business strategy.

Sales indicators


  • Consolidated revenue - This indicator is expressed in terms of sales volume. It is thanks to the latter that you will be able to ensure that the results are in line with the objectives set.

  • Customer segmentation - On the basis of consolidated revenue, this indicator represents the proportion of revenue obtained in terms of conquest on the one hand and in terms of loyalty (ad-selling)/renewal on the other.

  • Renewal rate - This is the percentage of the renewal purchases of a product (or service) in relation to the total amount of purchases of that good (or service). When this rate is less than 50%, the market is referred to as an "equipment market"; if it is more than 50%, the market is referred to as a "renewal market".

  • Saturation rate - This is a rate widely used in the insurance and banking sector. However, it seems to us to be very relevant for all B2B players. It allows us to determine the remaining customer potential in terms of cross selling (What other products/services can we offer our customer?)

  • Activity statistics - In the same way as for consolidated sales, this involves aggregating all the data relating to the sales actions of the sales teams (number of new contacts, new prospects, calls, appointments, sales proposals, orders, etc.) in order to compare them with the initial objectives. These indicators will be used for work on transformation rates.

  • Conversion rates - These are the conversion ratios between each step of your business process. The analysis of these rates will allow you to understand the potential bottlenecks. However, be careful to take into account the length of the sales cycles and the potential gaps between the prospecting and signing phases of projects.

  • Lead transformation costs - This is the valuation of different conversion sales actions such as "how many appointments does it take to get an order?"

Marketing indicators


  • Marketing ROI - This indicator allows you to compare total marketing investment with the revenue it generates. With channel conversion rates, you can go into more detail and compare new strategies with older ones, assess the overall impact of a specific campaign and study the most popular content. The objective is to know, for every euro spent on marketing, how much it brings to the company.

  • The conversion rate per channel - This involves consolidating the results of each of the marketing actions undertaken: number of unique visits to your website, number of clicks on your ad ad ad, number of publications on social networks, statistics on opening and reading your email campaigns, number of visits to a stand, etc. and linking them to the qualified leads obtained. Be careful, however, this measure must be qualified because it is often the combination of several actions that results in a qualified lead.


Financial performance indicators


These indicators are generally rather the responsibility of the CFO. Nevertheless, let us mention at least one that every sales manager must follow: the gross margin rate.

This indicator will allow you to know the profitability of projects, and to adjust the prices and services sold by your sales representatives accordingly.


Beyond these so-called "classic" indicators, we invite you to create your own indicators that will reflect your activity, your customers, your company. Do not hesitate to ask your teams, the other departments of your company, and of course... Your CRM integrator!

Do you want to set up the best indicators for your company?

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