Here at Ebsta, we believe in having accurate insight into exactly what is going on with our customers and prospects. We know that accurate forecasting of lead conversion rates, expected sales and client retention rates is key to increasing sales, providing outstanding customer service and achieving the illustrious net negative churn. We developed our reporting tool to enable us and other companies achieve this.
Our approach to Reporting
We are a Salesforce customer. We use Salesforce to manage leads, sales opportunities and customers. We implemented process and have developed a number of tools to ensure that the information is where it needs to be for reporting purposes.
In terms of reporting, we first asked ourselves what do we want to know and what will we do with the information we get? We took a look at our sales opportunities and concluded that we wanted to understand how the activity logged against an opportunity reflected its position in the pipeline. We reasoned that if activity was below a particular threshold we could identify opportunities at risk ahead of time and without relying on the sales team to tell us which opportunities were expected to close.
We created a scatter graph report that plotted Opportunity Stage Duration and Total Activities logged. Initially this looked helpful but we soon found a number of issues. Not all of the emails, calls and meetings were being logged against opportunities and where activity was being logged, it was difficult to determine if the activity was positive or not. Standard Salesforce activity reporting metrics namely, Total Activities and Days Since Last Activity, just were not able to give us the visibility and accuracy we wanted. It was for this reason we developed Ebsta Score.