Once Upon a Sales Meeting!

It was an awkward silence in the meeting room "Uproar." John Kowalski, the new sales manager, was not happy with the team's performance. After scribbling something in the notepad, he decided to break the silence,

John: I cannot believe you guys have been working like this. No reports, delusional forecasting, random targets, and no eye on the ball.

Kevin: We followed Richard's orders.

John: Well, Richard is not here anymore, is he?

John walked up to the whiteboard, and wrote in big bold letters: "TARGET - $50 MILLION". He then turned around to see the poker faces of his 6-member team and asked, "Thoughts?"

Kevin: Our last year target was $15 million, and yet we missed that by 20%. This new target of $50 million is almost four times what we did last year. Do you think it is practical?

John: Kevin, we make software for salons and spas. That's a 3-billion dollar industry. I'm asking you to capture less than 2% of that industry. Now, you tell me if that is impractical.

Kristin: But John, with the same team of 6, we'd need a magic wand to achieve that target.

John: Wand, not sure. Magic, well yes. We certainly need the magic of proper planning and reporting. We need to analyze relevant data and make strategies. What does our sales pipeline look like today?

Kristin: I can quickly check the CRM and let you know.

John: Please do.

Kristin (reading from CRM): We have 135 open deals as of today.

John: And what stages are they in?

Kristin: 93 cold, and 42 hot

John: Is that it? What about more granular stages? Those in the demo stage, or proposal stage for instance?

Team looked blank. John decided to continue.

John: Anyway, can you tell me who among you has the highest probability of topping the closures this month?

Kristin: That would be Kevin.

John: Kevin, how much is in your pipeline right now?

Kevin: I am about to close a 200,000 dollar deal, and have few more follow-ups to do.

John: Could you give me your sales forecasting for this month based on conversion probability?

Kevin: Well, if you give me sometime, I could pull that for you.

John did not know how to react. Perhaps, he was expecting more numbers from a team that brought 12 million in sales the previous year.

John: It's alright, Kevin. Team, let me show you how we are going to keep track of our leads and prospective deals going forward.

John projects the following image on screen:

John (continues): We'll have five primary deal stages - New (or cold leads); Talking (or showing interest); Meeting (or Demo); Proposal (or Quote); and finally Closed Won or Lost. This is how we'll prepare our sales pipeline. We'll also map probability percentages in these five stages based on our previous record. If we capture the appropriate data into our CRM in time, we can pull other important reports as well. Let me show you another example. 

Conversion or Sales Funnel report is essential find out where our leads leak in the process, and then tighten the gap. Sales Funnel reports can also be pulled by regions, or lead owners. These are some useful metrics that we could use to streamline our approach. For instance, if we see a low conversion rate for some of you, I can work closely with you to help analyze and improve.. Any questions?

Kristin: John, few of my clients take too long to close and that affects my targets for that particular quarter. Can we also do something to reduce the conversion time?

John: That is an excellent question. It is important to learn about sales cycle time or velocity so that we can set realistic targets for everyone of you. Also, shorter sales cycles would mean more ROI for our team.

Kevin: John, I like to take time with my clients and build relationships with them. That is important because if they like the product and service, they are going to renew their subscription every month, for a longer period. 

John: That's a great point, Kevin. Thank you for bringing this up. To monitor this, let's follow two more metrics - Monthly Recurring Revenue (MRR), and Customer Lifetime Value (CLV). 

John walks up to the white board and starts writing MRR formula. 

Net MRR = MRR at the beginning of the month + MRR gained from new customers for the month + MRR change gained from upgrading customers for the month - MRR change lost from downgrading customers for the month - MRR Churn from the month

John (continues): Recurring revenue is the lifeblood of any SaaS business. It’s what makes building a SaaS so appealing. You do not have to worry about one-off sales that may or may not return. If you have a solid product ,and like Kevin mentioned,, build a good relationship with clients, they automatically return for renewal. While new subscriptions validate our sales efforts, the Churn rate l lets us know where we went wrong. 

Kristin: What about Customer Lifetime Value?

John: Customer Lifetime Value is simply the total revenue we make from a single customer over the whole period of relationship with that customer. It's an important metric as it costs less to keep existing customers than it does to acquire new ones, so increasing the value of your existing customers is a great way to drive growth. Marketing team would be interested in this metric as well, as they compare this with Customer Acquisition Cost (CAC), to calculate ROI.

Understanding CLV/CAC generally helps marketers unlock additional budget for their programs. For instance, it can help them determine whether they should be allowed to spend more on acquiring larger customers who'll likely stick around longer and pay more in their lifetime. This is what an “allowable CAC” represents. Allowable CAC is the maximum acceptable amount to pay for a customer. It's essentially a cap marketing team pre-negotiate with the finance team. They can justify a higher allowable CAC if CLV is higher.

Kevin: Sorry to return to where we started, John, but how are we going to divide the 50 million dollar target among ourselves.

John: All the reports, analysis and metrics that we spoke about, will help us set our goals and targets. Let's pull out all those reports from our CRM and come back for our next meeting tomorrow. We'll sit together and work out a target sales plan for each of us according to the insights we gain from reports. Sounds good?

All: Yes John

John: Alright then, see you. Hopefully, I'd get to hear from George, Lisa, Rajesh and Peter as well tomorrow, and not just Kevin and Kristin.

Everyone laughs and leaves the room. John left with a satisfied smile, as he believed he gave his team 50-million reasons to trust the sales reports and work with a plan.

• Topic Participants

• Vinit Tibrewal

  

• Sticky Posts

• As Sales Person, Here are my New Year Resolutions. What are Yours?

  Being a salesperson, I keep learning from my mistakes and have noted a few changes that I need to make in my approach. I take these resolutions going into 2021, hoping to keep it going for as long as possible :) 1. I will not say "Yes, our product has

• Once Upon a Sales Meeting!

  It was an awkward silence in the meeting room "Uproar." John Kowalski, the new sales manager, was not happy with the team's performance. After scribbling something in the notepad, he decided to break the silence, John: I cannot believe you guys have been working like this. No reports, delusional forecasting, random targets, and no eye on the ball. Kevin: We followed Richard's orders. John: Well, Richard is not here anymore, is he? John walked up to the whiteboard, and wrote in big bold letters: "TARGET

• Recent Topics

• Exact match in name when searching workdrive

  Hello, I am wondering how to search workdrive files/folders with an exact match in the name. For example, when I search across folder with the url param search[name]=someName, I get multiple results such as "someName", "someNameAndMore", or "someName

• Employee self-service portal: Onboarding and continuous learning platform for support reps

  Hello everyone, In any organization, employees must go through multiple courses to learn about the product, their organization's standards, and how to respond to customer queries using the knowledge base articles available. This typically requires completing

• Add System Pre-Defined Lookup Field to Subform?

  Hi there! New to using Zoho, so this may already exist, but I'm having trouble figuring it out. Is there a way to get the system pre-defined Account Lookup field (in our case, renamed to Company Name), as the starting point for a subform? In our company,

• Changing the Default Search Criteria for Finding Duplicates

  Hey everyone, is it possible to adjust the default search criteria for finding and merging duplicate records? Right now, CRM uses some (in my opinion nonsensical) fields as search criteria for duplicate records which do nothing except dilute the results.

• Text widgets in dashboards

  Having a text widget in a dashboard would help immensely. It would allow adding links to related documents, relevant CRM views, etc. It would allow adding explanations of the data displayed in the other widgets, about how to interpret them or about filtering.

• Is there a way to create a desktop shortcut for a website course portal?

  Hello everyone, I recently got a laptop and bought an online course from a website, Skillwint.com, which I visit regularly. I open that site many times a day and want to create a desktop shortcut so I can open it directly instead of searching in the browser

• Condition based aggregate fields in subforms

  Hello everyone, We're excited to inform you about the latest enhancements made to our aggregate field capabilities in subforms; create aggregate fields based on conditions! An aggregate field is a column on which a mathematical function has been applied.

• SalesIQ Tip for Admins: Your Safety Net for Data Recovery

  Ever clicked 'Delete' in your SalesIQ and then realized it was the wrong item? Maybe it was a prospect's chat that held important context you needed to refer to later on. Or, maybe you deleted an elaborate Zobot that you were still testing or planning

• Depreciated mergeAndStore Function Help!

  Hello, I have a function designed to create a PDF containing information from the fields in a Deals record. There is a Writer Mail Merge template in WorkDrive that is populated via Deluge code, and a copy of the resulting PDF is then attached to the record.

• Managing functions

  Can someone let me know if there are any plans to improve the features for managing functions in CRM? I have lots of functions and finding them is hard. The search only works on the function name and the filter only works on function type. I have created

• Can I execute two 'functions' when completing a mail merge from CRM?

  Hi, I have set up a mail merge from CRM Deals to a template. I want a copy of this to be saved in Workdrive, and then a copy also saved back into the deal record from which the merge occurred. I can do both independent of each other, and managed to get

• External Share > Edit: Cannot Create Zoho Files

  Hi Zoho, When we create an external share link with Edit permission, our external users are unable to create a Zoho file (Zoho Writer, Zoho Sheet and Zoho Show). They can only upload files. They can edit the Zoho files if we create them internally and

• Using IMAP configuration for shared email inboxes

  Our customer service team utilizes shared email boxes to allow multiple people to view and handle incoming customer requests. For example, the customer sends an email to info@xxxx.com and multiple people can view it and handle the request. How can I configure

• the custom domain forwards by default to the old career site / how to switch it off??

  dear friends, how to switch off the old version of the career site?? The set up custom domain forwards directly to the old site, so that I cant publish it... Any ideas? Thank you! KR, Victoria

• E-Invoicing in Belgium with Zoho Books

  Starting January 1, 2026, Belgium is introducing mandatory electronic invoices (e-invoicing) for all B2B transactions between VAT-registered businesses. This means that invoices and credits notes must be exchanged in a prescribed digital format. How E-Invoicing

• AI Interview Insights: Turn Recorded Interviews into Quick Transcripts & Summaries

  Evaluating interviews shouldn’t require replaying long recordings or taking manual notes. With AI Interview Insights, you can now review complete transcripts and AI-generated summaries of your One-way (Recorded) interviews right inside Zoho Recruit. This

• Archiving Contacts

  How do I archive a list of contacts, or individual contacts?

• Suggestion: Associating Assets with Company in Zoho FSM

  Hello Team, I would like to share an idea based on practical experience. Currently, all assets in the Zoho FSM Asset module are linked to a specific contact person. I would like to know if it is possible to associate assets with a company instead. This

• Zoho Mail iOS app update - RTL languages support and access emails using permalink and universal link, image upload resolution

  Hello everyone! In the most recent version of the Zoho Mail iOS app update, we have brought in support for RTL languages(Arabic and Urudu), providing a seamless reading experience with proper text alignment and layout throughout the app. We have also

• Presenting ABM for Zoho CRM: Expand and retain your customers with precision

  Picture this scenario: You're a growing SaaS company ready to launch a powerful business suite, and are looking to gain traction and momentum. But as a business with a tight budget, you know acquiring new customers is slow, expensive, and often delivers

• Why are emails sending with @viazohocrm.com ?

  I just sent out mass emails from CRM. They are sending from the email below and people cannot reply, and they are getting this message: Address not found Your message wasn't delivered to sales.XXXXXXXX.com.au@viazohocrm.com because the address couldn't

• 2024 Email Authentication Standards: Elevating Security with Google and Yahoo

  In contemporary email communication, email authentication plays a pivotal role in mitigating email fraud, spam, and phishing attacks. Brace yourself for a new level of security. Starting February 2024, Gmail and Yahoo will be implementing robust email

• Duplicating and referencing datasets

  I am moving from PowerBI to Zoho Analytics and while I find Zoho easier to use in many ways, there is one function that I use in PowerBI that I have not been able to find in Zoho.   I have several data sets that I need to modify in different ways to get

• From Zoho CRM to Paper : Design & Print Data Directly using Canvas Print View

  Hello Everyone, We are excited to announce a new addition to your Canvas in Zoho CRM - Print View. Canvas print view helps you transform your custom CRM layouts into print-ready documents, so you can bring your digital data to the physical world with

• Zoho Inventory Now Supports VeriFactu for Businesses in Spain

  Starting from January 1, 2026, Spain requires real-time invoice reporting for all B2B transactions. From July 2026, this requirement will extend to B2C transactions as well. All reporting must be carried out through the VeriFactu to AEAT (Agencia Estatal

• Why am I seeing deleted records in Zoho Analytics syncing with Zoho CRM?

  I have done a data sync between Zoho CRM and Zoho Analytics, and the recycle bin is empty. Why do I see deleted leads/deals/contacts in Zoho Analytics if it doesn't exist in Zoho CRM? How can I solve this problem? Thanks

• Enhancements to Zoho Map integration tasks

  Hello everyone, We're excited to announce enhancements to the Zoho Map integration tasks in Deluge, which will boost its performance. This post will walk you through the upcoming changes, explain why we're making them, and detail the steps you need to

• Let’s Talk Recruit: Meet Zia, your all-in-one AI assistant (Part-3)

  Welcome back to the Let’s Talk Recruit series. In the part 2 post, we explored how Zia has evolved with smarter summaries and seamless AI-assisted content creation. This time, we’re diving into the latest upgrades that take productivity even further —

• Announcing Early Access to "Zoho CRM for Everyone" — A new and exciting update to Zoho CRM

  Update : Zoho CRM For Everyone's Nextgen Interface gets an upgrade! Hello everyone, We’ve updated the Zoho CRM for Everyone Nextgen interface based on your feedback. The UI is now simpler with a unified sidebar, a more visible global search and features

• Unable to verify domain for Zoho People

  I have added TXT records in my DNS (GoDaddy) [screenshot attached], but unable to verify even after 12 hours after adding. On checking the console, it shows some errors [screenshot attached]. It appears that the verification flow is broken - please provide

• Zoho Invoice Now Supports VeriFactu for Businesses in Spain

  Starting from January 1, 2026, Spain requires real-time invoice reporting for all B2B transactions. From July 2026, this requirement will extend to B2C transactions as well. All reporting must be carried out through the VeriFactu to AEAT (Agencia Estatal

• Zoho Billing Now Supports VeriFactu for Businesses in Spain

  Starting from January 1, 2026, Spain requires real-time invoice reporting for all B2B transactions. From July 2026, this requirement will extend to B2C transactions as well. All reporting must be carried out through the VeriFactu to AEAT (Agencia Estatal

• Weekly Tips : Make your email content error free with Spell check in Zoho Mail

  As someone who writes multiple emails a day, we are bound to make both grammatical and spelling errors. Most of them we may not even notice, and even if we do, we may not have the time to correct each one individually when we are in a hurry. So how do

• Introducing Enhanced Storage Management

  We’re excited to roll out two new enhancements in Zoho Recruit, Subscription Information and Storage Management — designed to give admins complete visibility into subscription details, feature limits, and storage consumption — all from one place inside

• How to add Product Add-Ons, Mandatory Forms, and Auto-Save Address in Zoho Commerce

  Hi all, I need help setting up several behaviors in Zoho Commerce. I can’t find the correct configuration options, so I want to confirm whether these are supported or if there is a workaround. 1. Product-Specific Add-Ons (Example: GWB Subscription) When

• how to download all my files

  We are in the middle of zoho docs to zoho workdrive migration. I can not access my zoho docs page. I get redirected immediately to a zoho workdrive page. I would like to download all my files so that I have a backup in case something goes wrong with the

• Convert Zoho Books SalesOrder - Invoice

  Converting a Zoho Books Sales Order into an Invoice Using the SalesOrder Convert API Hello Zoho Developers, Today, we are sharing a simple and effective solution to convert a Zoho Books Sales Order into a Zoho Books Invoice using the SalesOrder Convert

• Zoho Expense - Report Templates

  Hi Expense Team, I do a recurring trip once every week which has the same cost: Per diem Milage Toll Payment It would be great if there was a feature which allowed me to clone a previously submitted report or create a template reports. This would save

• How to add tabular data when execute Add Record API

  Hi everyone! I was send api updateRecord follow by this request url : https://people.zoho.com/people/api/forms/json/<formLinkName>/updateRecord with parameters "inputData", "tabularData", "recordId". Ex picture below And response success: But. When I

• Tip #51- Centralized Contact Management for Better Remote Support- 'Insider Insights'

  For our final topic of November, we’re diving into one of the most helpful features in Zoho Assist, the Contacts section on Zoho Assist;s dashboard. Whether you’re managing multiple clients, tracking past sessions, or simply looking to streamline your

• Next Page