KPIs to track in multi-channel sales prospecting
Multi-channel sales prospecting requires you to carry out a multitude of actions simultaneously in order to generate as many leads as possible. If well thought-out and executed, a multi-channel approach will have a considerable impact on your sales development, which is why we have drawn up a list of KPIs to monitor before, during and after your campaign.
April 19, 2023
6
min reading
Measuring the effectiveness of the actions implemented is crucial to optimizing the performance of your sales strategy. KPIs enable you to measure the results obtained through the various prospecting channels, and make the right decisions to maximize returns on investment. In this article, we'll explore the KPIs to follow in multi-channel sales prospecting to help you improve your results and achieve your sales objectives.
To begin this exercise of identifying the performance indicators to be monitored in multi-channel prospecting, we'll detail here our KPI dashboard for the following 5 channels: teleprospecting, mailing, Linkedin, SMS and by post.
{{chap1}}
Mail: KPIs concerning physical mailings to targeted companies
- Rate of mails sent over total mails expected to be received. The aim is to check in real time whether the number of letters sent corresponds to the mailing targets previously set.
= Number of mails sent at the time of supervision ÷ total number of mails expected to be sent
- Rate of letters that did not generate a response.
= Number of unsuccessful mailings ÷ total number of mailings sent
- Rate of letters that generated a negative response. For this KPI, we speak of a negative response only if there has been a reply, a point of contact that the interlocutor has made to signal his refusal to pursue the commercial relationship.
= Number of letters that generated a negative response ÷ total number of letters sent
- Rate of letters that generate a positive response. Here, the positive response corresponds to the continuation of the commercial relationship following the dispatch of the letter.
= Number of letters that generated an appointment ÷ total number of letters sent
SMS: KPIs concerning the automated sending of SMS messages to identified prospects
- Rate of SMS sent out of total SMS expected to be received. The aim is to check in real time whether the number of SMS sent corresponds to the sending targets previously set.
= Number of SMS messages sent at the time of supervision ÷ total number of SMS messages expected to be sent
- Rate of SMS messages generating no response. The more important this KPI becomes, the more it raises questions about the relevance of the prospects contacted and/or the clarity of the call to action contained in the SMS.
= Number of unsuccessful mailings ÷ total SMS delivered
- Deliverability rate. This KPI measures the success of sending SMS messages to the entire base of prospects supposed to be contacted.
= Number of SMS actually delivered ÷ total number of SMS to be sent
- Rate of SMS that generated a negative response (a return was made)
= Number of SMS messages that generated a negative response ÷ total SMS messages delivered
- Rate of SMS messages generating a positive response. Here, the positive response corresponds to the continuation of the commercial relationship following the sending of the letter.
= Number of SMS messages that generated an appointment/positive reply ÷ total SMS messages delivered
Mailing: KPIs for email campaigns aimed at identified prospects
- Deliverability rate of e-mails sent. This KPI measures the success of the mailings sent to the entire base of prospects supposed to be contacted.
= Number of mails actually delivered ÷ total mails expected to be sent at the end of the campaign
- Mail open rate on emails.
= Number of mails opened ÷ total mails delivered
- Click-through rate on e-mails opened by prospects that contain a link inside.
= Number of e-mails that generated a click ÷ total number of e-mails opened
- Response rate generated by e-mails delivered
= Number of emails that generated a response ÷ total opened emails
- Appointment rate
= Number of e-mails that generated an appointment ÷ total number of e-mails delivered
- Unsubscribe rate. This refers to a situation where the prospect has opened the e-mail and decided to unsubscribe from the e-mail suite.
= Number of mails with unsubscribe ÷ total mails delivered
- Hard bounce rate. In this case, the e-mail sent didn't reach the prospect's mailbox because the e-mail address was not the right one, or there was an information error.
= Number of emails with a "hard bounce" ÷ total emails sent
- Soft bounce rate. In this case, the e-mail sent failed to reach the prospect's mailbox because it was too full, or for other reasons. The information in the e-mail was correct, but for technical reasons the e-mail was not sent.
= Number of mails with a soft bounce ÷ total mails sent
- Negative response rate.
= Number of mails that generated a negative response ÷ total mails opened
Consult our premium content for even more details on KPIs in multichannel prospecting
.gif)
Telemarketing: KPIs for telemarketing to targeted prospects
- Rate of "connected" phone calls. Connected" means that the prospect has picked up the phone and started a discussion with the sales person making the call.
= number of calls "connected" ÷ total calls made
- Rate of invitation to recontact
= Number of calls where the prospect invites further contact ÷ total successful calls
- Number of calls made for the campaign
= Sum of all calls made by all sales representatives involved in the campaign
- Qualification level achieved during a call
= The more "key" answers given, the better the qualification.
- Appointment rate
= Number of positive responses ÷ number of calls that connected
- Rate of calls resulting in a negative response from the prospect
= Number of negative responses ÷ number of calls that connected
- Rate of calls that did not reach a contact person
= Number of negative responses ÷ number of calls that connected
- Rate of "not on target" calls. The prospect answered but explained during the call that the product/service was not relevant to their business. Here, the more important the KPI, the more important it is to check the relevance of the prospect file.
= Number of "I don't fit the target" responses ÷ number of calls that connected
- Average call duration
= total time added up for all calls in the campaign ÷ number of calls made in the same campaign
Linkedin: KPIs concerning the sending of connection requests and messages (following acceptance of the request) to targeted prospects.
- Acceptance rate for connection requests sent
= Number of connection requests accepted by prospects ÷ total connection requests sent
- Rate of responses generated following acceptance of connection request. As connection requests are accompanied by an introductory note to introduce oneself, these generate responses.
= Number of responses generated by introductory notes ÷ total number of connection requests accepted
- Rate of negative responses generated following acceptance of connection request
= Number of negative responses generated by introductory notes ÷ total number of connection requests accepted
- Total number of connection requests sent out of total connection requests expected to be made
= Number of connection requests sent at the time of analysis ÷ total connection requests expected to be sent for the campaign
- Rate of appointments generated on all direct messages opened (connection request accepted and message read at the same time)
{{chap2}}
In addition to monitoring KPIs on a channel-by-channel basis, global supervision can be achieved by centralizing the data generated by all the prospecting channels used. You can then get a more global idea of campaign performance by focusing on more general KPIs, and thus improve your prospecting techniques and multi-channel prospecting strategy. Here are the KPIs we choose to focus on:
Customer acquisition cost (CAC): calculate the total cost of your prospecting efforts divided by the number of new customers acquired. This enables you to measure the return on investment (ROI) of your prospecting efforts.
Lead conversion rate: measure the percentage of prospects who have been qualified as leads and turned into customers. This enables you to measure the effectiveness of your lead qualification process.
Conversion rate by channel: measure the number of leads that have turned into customers for each channel you use (email, telephone, social networks, etc.). This enables you to determine which channels are most effective for your business.
Reactivity rate: Average response rate, by channel, between the 1st contact attempt and the prospect's 1st response to the attempt(s).
KPIs by prospecting channel :
KPIs to monitor, which combine information from all channels:
