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Sales Lead Dimension (Covering Sales lead to Sales Closure)
This dimension is a core dimension entire sales analysis. It takes
a sales lead as the base and captures the data till the sales closure.
Sales lead is the genesis of sales process. There are very few
sales activities which are done totally through knocking at the
unknown doors. Managing these leads/referrals are core to effectiveness
of sales. Most of the data quality efforts for cleansing, de-duping
etc are done on leads databases.
Sometimes for the sake of simplicity, one make a separate dimension
for in progress sales, and closed sale. In this dimension, we are
combining the two to make end to end linkage.
Lead Source
Attribute value can be Internet, Lead Databases, Referral agent,
telecalling..
Lead Category
Lead category is “warm Lead”,”Cold Lead”,”High
Value Lead”..
Lead Status
Leads have to be tracked on how they are being followed-up and
closed. The attribute values can be “Assigned”,”Contact
Made”,”Intention to Purchase”,”Sale Closed”…
Lead Generation Date
This dimension is used to find out how many leads were generated
in a given week, month, quarter etc, and to understand the time
it takes from the point of lead availability to close the sale.
Date of different milestones till Sales closure
These are multiple dimensions which include “Date of first
contact”, “date of Intention to purchase”, “Date
of sales closure”
TAT band across different sales work-steps
This is not one dimension, but as many as different statuses one
has in the sales process. This dimension help you find out on how
long it takes to close a sales process and slice it on product and
channel. The dimensions in this group will be (say) “TAT band
for lead to First contact”, “TAT band for first contact
to Intention to Purchase”, “TAT band from Intention
to purchase to Sales Closure”…For each of these dimensions,
the attribute values will be the slabs of days.
Aging band in current sales work-step
This dimension is used to find out the volume of sales pipeline
which is stagnating in a given stage.
Sales Pipeline/Lead customer Profile
Existing customer, New Customer
Sales Pipeline/Lead Customer case size band
This helps us to track the profile of sale pipeline.
Pricing Package Type
Sometimes due to campaign and the case size the pricing package
could differ. For example one could have given a 5% discount on
festive season campaign. This dimension will help us to understand
on which pricing package it is getting us the best revenue. The
attribute values can be “Festive Discount Package”,
“Early Bird Package”,”Full down payment discount
package”, “Non-Peak Pricing”.
Sales Cost type
This dimension captures the types of cost of sales attached with
the lead/closed sale. This includes Lead Fee, Referral Fee, Communication
Cost, Compensation Cost, ..
Lead/Sales Cost Band
How much is the fee payable on each lead. Sometime the fee depends
on the actual or final conversion or some intermediate step (like
customer applying for the product..). A model can be worked out
to calculate the fee.
For example
if you want to find out on how many leads which are high
value leads, costing us less than USD 2 per lead and are through
referral agent, one has to look at the dimensions of lead category,
lead source, lead cost type and lead fee band and use the measure
of “number of leads”.
NOTE-
Calculating Sales Cost is a challenge, as many large cost elements
are not direct and have to be allocated across products, channels
and locations etc. However it is a very important indicator to work
out the sales cost and profitability.
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