Sales Campaign Business Intelligence  

Sales Campaign Management

Sales campaign is bet, where organization deploys a fair degree of band-width to gain a business advantage. Apart from immediate benefits, a sales campaign produces long-term value which includes new insights on customer behavior. A note of caution- an organization should use a sales campaign as an opportunity and to maintain its visibility. However, it should not become over-dependent on sales campaign and maintain focus on building long term sustainable capabilities to achieve results in 'business as usual'.

Sales Campaign Business Intelligence

This page provides the building blocks of analytics and performance measurement for sales campaign management

Foundation Measures/Facts related to sales campaign

  • Sales Revenue from the sales campaign
  • Sales Transactions from the sale campaign
  • Sales units
  • Cost of running the sales campaign
  • Number of leads Generated
  • Cost of discounts offered as part of sales campaign

Sales Campaign Metrics

  • Sales Campaign Revenue objectives vs. actuals
  • Sales campaign cost objective vs. actual
  • Sales campaign profitability objectives vs. actual
  • Sales campaign sales volume objectives vs. actuals
  • Sales campaign customer base objectives vs. actuals

Foundation Dimensions and key attributes on which you can slice and dice the measures and KPIs

  • Sales Channel through which the campaign is run
  • Products sold through the sales campaign
  • Product Sub-category specially created for sales campaign (attribute)
  • Locations of sales campaign
  • Sales Campaign
  • Sales Campaign category (attribute)
  • Time of the sales campaign
  • TAT bands between different sales work-steps
  • Pricing Package for the sales campaign

Different benchmarks for the sale campaign

Sometimes, due to maximizing sales for a sales campaign AND for additional investments by the organization, a different set of benchmarks are placed for sales & fulfillment. This means that a separate line of reports and analytics may need to be designed to look at your performance metrics. Few examples are,

  • Analyze average sales performance Q by Q, after discounting the surge provided by sales campaign.
  • Analyze order fulfillment TAT average and standard deviation, net of the units sold through the sales campaign
  • Analyze the order fulfillment TAT especially for the products sold through the sales campaign.

Solution to this approach: Simply tag the unit sold with the sales campaign tag. This tag could be coming from the core-system, OR you might be pulling the campaign data from an excel based system (as in your core system may not have the facility to put that tag) and there are manual transformations to place the tag and then load it into your data-mart OR data warehouse.

A product being sold as a combination of sales campaign

Let us say that you have an internal campaign where you are offering a special incentive to your sales force for achieving higher sales for a certain product category, within a time period. This internal sales campaign may have not bearing upon the customer. At the same time, you are also giving special pricing for the new customers (my personal quote- giving special deal to a new customer has to be carefully handled, otherwise your existing customer may like to be the new customers for your competitors). This creates a complexity, whereby a product is being sold under two campaigns at the same time. In this example, dimensions of product (specific category), time (within a certain period of time) and customer (new customer) come into play.

Possible solutions to this situation: You have to live with the multiple tags, and keep the life simple. My suggestion is to keep the two campaigns separate for the sake of analysis, apart from some high-end analytics of association and co-relation across these two campaigns. I have seen people getting trapped by the lure of matrix analysis, without getting too much of a useful information.

Sales campaign post closure

Sales campaign typically is like a block-buster which gets off the memory after setting nationwide theatres on fire for couple of weeks. There is Embedded Value of a sales campaign after it is closed. Some of the value-items are

  • Leads database
  • New customers with life-long value potential
  • Sales pipeline for the customer who have ordered, but can cancel the order

As part of your analytics, you may be analyzing the sales campaign value after few months and quarters. This will give very valuable insight into how to design and run a sales campaign in the future.

Possible solution to this approach: keep you sales campaign tag analysis alive, even after the sales campaign has been few quarters old. Create a separate Sales Campaign effectiveness dashboard. The purpose here is not to beat this to death, but get the learning for the future.

Customer response to the sale campaign

This one is less to do with the mathematics. When a sales campaign is launched, it is launched with the preparation of sales pitch, sales collateral, sales scripts by the contact centers and FAQs etc...If an organization wants to do an in-depth analysis behind the effectiveness of a sales campaign, it needs to look at customer response to this entire packaging.

Possible solutions:

  • Conduct post campaign survey OR during the campaign survey. The survey needs to be both with the customers and the ones who did not buy.
  • Ask contact centre and sales executives to record the customer response in a standardized manner.

One can create a separate mart to do the analysis of the customer response. Many organization have flexible marts to analysis various surveys, and one can ride on the same.