Monitoring your Sales team performance is very important for the growth of your company whether it is an infant startup or a tenured enterprise. If your company is using a CRM solution, such as Salesforce.com or SugarCRM, you already have a wealth of data to leverage. The trick is to get the right level of actionable data in front of the stakeholders who need it to make a decision.
A Sample Sales Team Dashboard
The dashboard’s purpose below is to communicate the health of a sales team for a company based in Canada. The stakeholder required a view of sales by region and product category. In addition, they wanted visibility into product returns and profitability. We used Tableau Public to create the dashboard below with a Canada Superstore data set available for free. So let’s dive into the dashboard and some of the insights it gives us.
Sales Team Performance
The first three charts on the dashboard illustrate which regions and product categories are driving the most gross revenue. The first heat map shows Product Category against Region with the darker green color indicating more revenue. The conclusion is the West drives the most revenue of the regions, with Nunavut bringing up the rear. However, technology sales are highest in the West, whereas other regions have a more equal distribution.
The second heat map shows Customer Segment against Product Category. Corporate customers tend to drive the most revenue, with technology and furniture being the highest revenue generator. The lowest generator is Consumer Office Supplies.
The third chart, the area map shows sales revenue by region for each quarter historically. While we already know the West provides the highest volume, there is a general downward trend of sales. What is also important to notice is the lack of seasonality within regions and across regions. Each region may or may not have an increase it sales from one quarter to the next.
What do these three charts tell us? Revenue is primarily being driven by the West region sales to Corporate customers with Technology their most purchased product. As a Sales Manager, I would take a look what the West region is doing to drive sales and try to replicate this strategy in other regions. But what about Returns and Profitability? That’s next!
Sales Returns and Product Profitability
Sales are just a part of the picture of corporate health. If your company has a return or cancellation policy, returns must always be on the radar. While sales gets credit for the initial revenue, the impact of a return a few weeks or months later can have dire consequences on corporate profit. Sales can influence returns, so Sales Managers need to conscious of returns and their patterns as they relate to sales. So, let’s take a look at returns and corporate profit.
In the first heat map we present Region against Customer Segment. By far, the West has the highest sales returns with roughly an equal amount between Small Business and Corporate customers. We know the West is by far the largest generator or sales, so this pattern is not too alarming.
In terms of profit, technology products are the most profitable for each region with Corporate customers topping out the customer segments. Profit shown by Region indicates the same ranking as our first sales heat map above. West region followed by Ontario are the top regions for profitability. At the bottom of the profitability list are Furniture products and Consumer customers. While these represent a bump in long tail revenue, they are not areas where the Sales team should focus an abundance of their time.
Sales Performance Summary
The dashboard presented here is just one example and analytics at work, driving smart decisions to grow revenue. From knowing the contribution of each Region, to the profitability of Product Categories and Customer Segments, the insights gained from this visualization helps a Sales Manager make an informed business decision and refine their sales strategy. Whether you use Tableau or another data visualization tool, start talking to the stakeholders and creating dashboards. The more data transparency for a team, the more dynamic and real-time decisions can be made.