Do you have a sneaking suspicion you don’t know what’s actually happening in your most critical opportunities? Your hunch is probably right.
Here’s the bottom line: the overwhelming majority of sales leaders have virtually no visibility into their most important deals, making it near-impossible to guide them over the finish line.
We analyzed 11.9 million Salesforce records via our CRM Health Grader, a free browser-based tool that anonymously scores Salesforce instances. The tool has analyzed 6.1 million accounts, 43k opportunities, 2.8 million contacts, 2.7 million emails, and 293k meetings.
These are the 4 most surprising takeaways:
Finding #1: 73% of opportunities closing soon have no emails logged in Salesforce in the past month.
During our analysis, we defined “opportunities closing soon” as any opportunity that is set to close in the next 60 days or is 60 days past due.
Out of all these near-term opportunities, nearly three-quarters have zero emails logged in Salesforce.
For revenue leaders, this raises a dilemma: are communications not being logged, or are those really at risk?
Finding #2: 88% of opportunities closing soon have no meetings in the past month.
We identified a similar issue with documented meetings — almost 9 out of 10 opportunities set to close soon had no meetings logged in the past 30 days.
Once again, revenue leaders are left facing more questions than answers:
Are opportunities categorized improperly?
Are reps holding meetings but not recording them?
Are integrations failing and interfering with proper data flow into Salesforce?
Finding #3: 87% of opportunities closing soon have one contact or fewer.
When it comes to contacts for opportunities closing soon, the outlook doesn't appear any better:
51% only have one contact
36% have zero contacts
When broken down by organization size, the numbers shift slightly.
At organizations with significantly larger CRMs (defined by having over 100,000 accounts) there are far fewer opportunities closing soon with no contacts — just 18%. However, there are significantly more accounts with only one contact — 79%.
Revenue leaders at large enterprises should be asking themselves: are your teams multithreading and connecting with the right stakeholders?
Finding #4: The majority of active Salesforce users have no emails or meetings logged in the past two weeks.
According to our analysis of active users in Salesforce:
51% have no emails logged in the past two weeks
53% have no meetings logged in the past two weeks
Some Salesforce instances analyzed showed that 100% of active Salesforce users had emails or meetings logged in the past two weeks — proving it’s possible.
But for many organizations, over half of reps are coming up empty when it comes to accurate activity data.
Our takeaway: sales leadership is flying blind.
When an opportunity is forecast to close in the short term, it's vital that sales leadership is confident in the path to winning.
But without accurate, current, and complete sales data about the interactions between the rep and prospective customer, sales leadership can’t help close those deals.
And without any rep activity data, managers can't know how — or even who — to coach. The result is revenue being left on the table through losing winnable deals.
The first step for revenue leaders is to understand how much data they’re missing and where. The easiest way to do that is by taking our free CRM Health Grader and seeing how you match up against these industry benchmarks.