| CRM METRICS | | | | | | | | | | | | | | | | |
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| Marketing metrics | Sales metrics | Service metrics | | | | | | | | | | | | | | | |
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| Number of campaigns | Number of prospects | Cases closed same day | | | | | | | | | | | | | | | |
| New customer retention rates | Number of new customers | Number of cases handled by agent | | | | | | | | | | | | | | | |
| Number of responses by campaign | Number of retained customers | Number of service calls | | | | | | | | | | | | | | | |
| Number of purchases by campaign | Number of open opportunities | Average number of service requests | | | | | | | | | | | | | | | |
| Revenue generated by campaign | Close rate | by type | | | | | | | | | | | | | | | |
| Cost per interaction by campaign | Renewal rate | Average time-to-resolution | | | | | | | | | | | | | | | |
| Number of new customers acquired | Number of sales calls | Average number of service calls | | | | | | | | | | | | | | | |
| by campaign | Number of sales call per | per day | | | | | | | | | | | | | | | |
| Customer retention rate | opportunity | Percentage compliance with | | | | | | | | | | | | | | | |
| Number of new leads by product | Amount of new revenue | service-level agreement (SLA) | | | | | | | | | | | | | | | |
| Number of customer referrals | Amount of recurring revenue | Percentage of service renewals | | | | | | | | | | | | | | | |
| Time-to-close by channel | Customer satisfaction level | | | | | | | | | | | | | | | |
| Margin | Complaint time-to-resolution | | | | | | | | | | | | | | | |
| Sales stage duration | Propensity for customer defection | | | | | | | | | | | | | | | |
| Sales cycle duration | | | | | | | | | | | | | | | | |
| Number of sales calls made | | | | | | | | | | | | | | | | |
| Number of proposals given | | | | | | | | | | | | | | | | |
| Competitive knockouts | | | | | | | | | | | | | | | | |
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| Source: Forrester Research, Inc. | | | | | | | | | | | | | | | | | |
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