ROI Success Metrics Reference
Trying to build a business case for CRM? Just want to see how you measure up? The below reference is a range of example metrics actually reported from random customer (6,200) of Salesforce CRM by an independent 3rd Party, Market Tools, Inc.
Success Metric Reference from Salesforce CRM Customers | ||||
ROI General Metrics |
Low |
Avg |
High |
Description |
Implementation (days) | 10 | 66 | 90 | Number of days from implementation start to go-live date. |
Time to ROI | 6 | 11 | 12 | Number of months to achieve ROI. |
ROI Overall % (12 months) | 25% | 91% | 100% | Overall ROI from Salesforce application in first 12 months. |
Collaboration Increase (%) | 10% | 35% | 50% | Increase in company collaboration. |
Email Usage Decrease (%) | 10% | 32% | 50% | Decrease in email as a form of communication. |
Meeting Decrease (%) | 10% | 28% | 50% | Decrease in meetings held. |
Finding Information Quickly Increase (%) | 20% | 48% | 76% | Improvement in finding information quickly. |
Managing Customer Information Increase (%) | 25% | 54% | 80% | Improvement in managing customer information. |
Idea Generation Increase (%) | 10% | 31% | 50% | Increase in idea generation and the sharing of those ideas. |
Sales |
Low | Avg | High | Description |
Profit Margin Improvement | 5% | 24% | 30% | Improvement in operating profit margins. |
Revenue Improvement | 10% | 28% | 30% | Improvement in top-line revenue. |
Win Rate Improvement % | 10% | 25% | 30% | Improvement in percentage of opportunities converted to sale. |
Opportunity Size Increase (%) | 10% | 29% | 45% | Increase in average deal amount ($) |
Sales Cycle Time Decrease (%) | 10% | 30% | 46% | Decrease in the average length of opportunity cycle. |
Sales Productivity Improvement (%) | 10% | 34% | 50% | Improvement in amount of time spent on productive activities. |
Reporting Time Reduction (%) | 20% | 57% | 80% | Reduction in time spent on creating reports. |
Forecast Accuracy/ Revenue Visibility (%) | 15% | 42% | 60% | Accuracy level of forecasts vs. actual revenues. |
Sales Content Management Improvement (%) | 15% | 45% | 75% | Improvement in publishing, managing and presenting sales content. |
Sales Productivity Improvement from Mobile (%) | 10% | 29% | 45% | Improvement in productivity due to Mobile device support. |
Marketing |
Low | Avg | High | Description |
Marketing Campaign Effectiveness (%) | 10% | 37% | 50% | Increase in the amount of pipeline generated through campaigns. |
Lead Volume Increase (%) | 10% | 38% | 50% | Increase in total volume of sales leads. |
Lead Conversion Rate Increase (%) | 10% | 32% | 50% | Increase in number of leads converted to sales opportunities. |
Service and Support |
Low | Avg | High | Description |
First Call Resolution Rate Increase (%) | 10% | 34% | 50% | Increase in number of cases successfully resolved in the first call. |
Self-service Case Increase (%) | 10% | 32% | 50% | Increase in number of cases deflected to self service customer portal. |
Case Resolution Time Decrease (%) | 10% | 34% | 50% | Decrease in amount of time taken to process a case. |
Agent Productivity Increase (%) | 10% | 40% | 60% | Increase in total productive agent time. |
New Agent On-boarding Time Decrease (%) | 10% | 31% | 50% | Decrease in new agent training time. |
Service/Support Cost Reduction (%) | 10% | 32% | 50% | Decrease in overall cost of service/ support organization. |
Customer Retention Increase (%) | 10% | 33% | 50% | Decrease in time taken for initial response. |
Customer Satisfaction Increase (%) | 10% | 35% | 50% | Increase in overall customer satisfaction rate. |
Customer Responsiveness Increase (%) | 10% | 32% | 50% | Increase in overall customer responsiveness. |
Information Technology |
Low |
Avg |
High |
Description |
IT Costs Reduction | 10% | 37% | 50% | Reduction in IT costs. |
Application Support/Admin Cost Reduction | 10% | 36% | 50% | Reduction in cost to support and administer the application. |
Application Dev/Customization Cost Reduction | 10% | 42% | 50% | Reduction in cost to do customization. |
Custom Application Dev Cost Reduction | 10% | 45% | 60% | Reduction in cost to develop new custom application. |
Integration Cost Reduction | 10% | 40% | 50% | Reduction in cost to integrate applications. |
IT Infrastructure Management Cost Reduction | 15% | 45% | 70% | Reduction in cost to manage IT Infrastructure. |
User Training Cost Reduction | 10% | 40% | 50% | Reduction in user training cost. |
Upgrade Cost Reduction | 15% | 49% | 80% | Reduction in cost for upgrades. |
1 Source: Salesforce Customer Relationship Survey conducted from June 2009 to November 2010 by an independent third-party MarketTools Inc. Survey respondents were over 6200 business executives/project sponsors and system administrators from all size high tech-related companies worldwide, randomly selected. Low and High numbers correspond to those statistics for the middle 50% of customer responses. |