Search by keywords:
Search resources by: Competency
Content Format


Not a member? Sample unlocked content here.

Topics Covered: <a href='/resources/search/?query=Training'>Training</a> | <a href='/resources/search/?query=Sales Management'>Sales Management</a>
Sales Leadership
Sep 25, 2017 | Canadian Professional Sales Association lock

“If you can’t measure it, you can’t improve it” – these words, written by Peter Drucker, are the rule that most organizations live by today. However, the practice of actually measuring can be tricky. First, you must capture the right data. Once you have the data, a person or team needs to cut it and analyse it. Once you’ve measured, you need to develop methods to improve. In sales, that usually entails finding and nurturing your prospects and providing them with proof points to close the deal. These steps are time-consuming and labour-intensive; however, there are great tools out there that can help, and we have compiled a list of some of our favourites.


A CRM is your first step to measurement, as it allows you to capture the data you need. As a more affordable CRM alternative to Salesforce, Contactually is a great option for small businesses. It helps sales teams uncover leads, generate referrals, and nurture customers. You can link your customer data with your email platform, and organize your contacts to establish lead priorities and maintain long-lasting relationships with clients.


Another important area to measure is how your prospects and customers interact with your website and products. Kissmetrics does this by combining behavioural analytics, segmentation, and email campaign data to help you understand and track your key segments and prospects. The platform includes out-of-the box reporting, which provides your team with the insights they need, and saves your team time.


 While Hubspot is probably best known for its inbound marketing tools, its product line now contains an array of products: from analytics tools, to CRM, to sales solutions. Using Hubspot, you can automatically track every interaction, organize all of your information in one place, and your team can get notifications every time a lead opens an email. Best of all, there are free trials, which makes it a great option for teams that are just starting out.


 Managing and distributing your content is just as important as creating good content. Bigtincan is a great option for targeting your distribution because it uses AI and machine learning to deliver content recommendations to specific prospects automatically. It also integrates with most CRMs and provides real-time intelligence, which helps teams understand how to customize content, including presentations and sales playbooks.


Content is king – so they say – and organizations now understand the valuable role that content plays in the sales cycle. Videos, however, are the fastest growing content format on the web, and should, therefore, be an area of focus for sales teams. Not only do landing pages with a video help to improve conversions by more than 80% but some of the most widely used social media platforms have publicly stated that they are favoring video – so you better get familiar with this format for your content to be visible on those platforms. Vidyard helps organizations strategically deploy videos throughout the sales cycle, enabling teams to inform and educate leads in a more engaging manner.

Organizations that understand why they are losing or winning deals are in a much better situation to grow. Increasing sales is a long, labour-intensive process, but, thankfully, these tools can help.

This content is exclusive for CPSA members

Become a Member

Already a member? Login to see full the article.

About the author:

Related Resources