The easiest sales breakdown

Gain valuable insights even if you are not actively capturing sales data

Rutger van der Pol
Rutger van der Pol
Co-founder The Sales Strategist

This Diagnostic Sales Report template is the first level of a set of three, each with different amounts of required data. We have developed this method so you can easily perform the right analysis that fits the amount of data you have from your sales process. Please refer to the main article for a clear overview of all three levels and choose which one suits your organisation best.

In this guide

About this first level of diagnostic sales analysis

As we discussed in the main article, if you really capture almost no data you have to focus on the pure essence of diagnostic sales analysis, and that is what we did with this first level. This easiest sales breakdown can be performed with completely free tools (being Google Sheets and Data Studio) and requires very little data; nothing that you do not have at hand or can’t obtain from public sources.

We apply the concept of ‘measuring at the finish line‘ in all its essence: we only look at what customer typologies are actually won, and we don’t worry about measuring everything in the entire sales cycle. Even if you are not able to reliably measure all touchpoints, this diagnostic analysis can provide valuable insights by examining who crosses exactly that last finish line.

By reducing the analysis to only this amount of data, we make it:

  • Easier to capture and gather all the data needed;
  • A much more reliable analysis;
  • More straightforward to get valuable insights.

This analysis is based on a Google Sheets template (which we share below) that you can easily fill in with some basic data about your customers and ex-customers. This may sound limited, but by focusing only on this group we ensure that this sales breakdown only requires data that we are sure you will have or otherwise can easily collect from public sources.

This analysis is perfect for you if you don’t already collect data on the sales process itself, for example data on when a company becomes a lead or opportunity. If you do have those data, and therefore prefer a more advanced analysis of your sales, check out this article about the second level of diagnostic sales analysis.

The Google Sheets template we created for this report

These data are needed for this analysis:

  • Who are your customers and ex-customers;
  • Basic firmographics that you already have or can easily pull from LinkedIn: sector and employee range;
  • The Customer Value Score (read more about this below);
  • The role of the main buying contact (persona);
  • What product/service you sell to them;
  • What you earn from them (in this template MRR, but can also be one-off or total revenue sum);

From this dashboard you can analyse and gain insight into:

  • Basic overview of customers and ex-customers, revenue and churn;
  • Who you sell to: company type, buyer roles, and how much you earn from these typologies;
  • A basic analysis of who you should sell to: your ideal customer profile.

To dig deeper into this analysis, you can segment all reports on:

  • Sector;
  • Customer status (customer, ex-customer);
  • Buyer role;
  • MRR;
  • Product;
  • Geography.

In addition, clicking on any part of a graph filters all other graphs on the dashboard to that segment.

The components in this diagnostic sales analysis

The dashboard starts with a general diagnostics section. Because we do not yet collect much data during the actual sales process, this section is not very extensive in the first level: it shows the number of customers and ex-customers, and current and churned sales. The second level of sales analysis has a lot more information in this section, giving you a better understanding of conversion times and conversion rates in your sales process – which you can then segment by different characteristics of your target companies. For now, we have to make do with this brief overview in level one; fortunately, there will be plenty more interesting things to come in this analysis.

General diagnostics

A very interesting section is the one that explains what your customers and ex-customers look like. This section shows, separated for different characteristics, how many customers there are and how much you earn from them, whether they are mainly customers or ex-customers, and what products you sell to them. This is made visible for sector, employee range, buyer role, and geography, and can also be further specified with the filters on the dashboard. By analysing this section, you can find out which typology of customers you win the most and also which is the most successful customer type.

Some of the graphs that show who you sell to

Customer value scoring

The last section in this sales breakdown allows you to analyse what your ideal customer profile looks like. This section uses a score that you have to assign to your customers yourself: the Customer Value Score, which you can read a short description of below and an extensive description in this article we wrote about it.

The Customer Value Score describes how well a company fits yours as a customer: how much effort does it cost to service and retain them, and how much potential does the account have (for further growth)? You can see this as an importance score for this account: how hard will you fight for this customer or otherwise how ok are you with this client churning. You score it on a scale from 1 to 10 based on the following components, and be honest about the answers:

  • Does this company fit the general profile you are looking for?
  • Is their current need (pain point) a good fit for your product/solution?
  • Is it a low-effort customer to maintain and service?
  • Are they bringing in high (enough) revenue (-potential)?

Because the Customer Value Score is an aggregation of various attributes, it adds a thick layer of knowledge to your analysis that you can cross-reference with other firmographic attributes of your customers. In combination with revenue generated, we use the Customer Value Score as an indicator to define the ideal customer profile.

The ideal customer profile can be explored in quadrants that show us which combinations of properties have above-average Customer Value Score and MRR. Furthermore, we can cross-reference this with the other data points in this analysis: you can refine this further by using the filters on the dashboard to zoom in on the different segments you discovered in the previous section.

A quadrant view that reveals ideal customer typologies

The first level of diagnostic sales analysis consists of the three parts: basic diagnostics, who we sell to, and ideal customer profile. On the basis of very little data, a good basic analysis can be made which provides insight into what works well for your company and what you need to focus on even more. The addition of the Customer Value Scoring, in particular, allows you to bring together a great deal of information and set this against the firmographic characteristics of your customers.

Google Sheets and Data Studio templates