The Factors That Determine Accurate CRM Reporting

The Factors That Determine Accurate CRM Reporting

Many organizations are not getting the level of sales reporting that is required from their CRM systems.  That has an impact on sales performance in many ways.


From our research the ability to generate quality reports from a CRM system depends on 5 factors with the key questions that arise for each. We have also added some suggested actions/strategies.

1. Level of Data quality/accuracy

Here are some questions to consider:

  • If you took 20 opportunities at random how many do you think would be 100% filled out / accurate?
  • What gaps might there be?
  • How much work would be required in bringing all opportunities/orders data to 100% accuracy?
  • Are there any fields missing for capturing essential information for reporting?

ACTION: Review sample of opportunities/orders entered in system within workshops with managers.


2. Report Templates/Tools/Formats

Here are some questions to consider:

  • Are the required reporting tools and templates available within the system at this time?  
  • Is the required dashboard and other information available?
  • Are key metrics, such as conversion and win rates visible?
  • Is it easy to compare results across time periods, product / business lines, teams and individual salespeople?

ACTION:  Review system reports versus system definition.  Compare system generated report side by side with manual reporting formats.


3. Skills & Capabilities

Here are some questions to consider:

  • Do managers and team members have the skills needed to update opportunities or orders within the system?  
  • How effectively can people use the system to manage and progress opportunities?  That goes beyond entering data, to asking questions such as ‘are we selling to the decision maker?’
  • What is the profile of the skills that a users needs to have (e.g. must be able to create an opportunity, a campaign, etc.)?
  • Who is struggling with the system and how proficient are they with computers and software generally?
  • Should there be certification of skills and training for system users?

ACTION: Training and one to one support to those who need more confidence or skill in using the system


4. Culture

Here are some questions to consider:

  • Is everybody bought into the need for reporting of the system?  
  • Are there consequences for not keeping the system up to date?  
  • Have any genuine concerns about the system and its usage been listened to?
  • Does senior management use the system?
  • Is the system referred to and used in sales and customer service team meetings, etc?
  • Are account / opportunities reviews, as well as staff reviews conducted with reference to the system?
  • Are commission paid based on data in the system?
  • Are there clear goals for system adoption/usage?


ACTION:  Consultation and engagement with staff to embed the system in the way that the company does business.


5. System Administration

Is there ongoing admin of the system in terms of ensuring standard usage, data quality, as well as support to users in terms of resolving technical issues, or sharing time consuming system-related activities?

ACTION:  Feedback from managers and users in respect of system admin support in 4 above.


If you would like system-independent advice in delivering a sales advantage from CRM please contact us.

Our SellerNAV software will enable you to assess the sales impact that CRM can and should have in your business.