The purpose of process measurements is the same whether you apply them to sales and marketing, or to any other process. What you measure, depends on your purpose, on what you are trying to improve.

Generally speaking, getting ANY data about the flow of your leads, opportunities, and deals (rather than just your revenue or order flow) is a major improvement for any business. So, these are ideal candidates for process behavior charts. Beyond that, when you start measuring the quality of your sales opportunities and other variables, the sky is the limit.

For a more detailed explanation of process behavior charts, I recommend anything written by Dr. Donald J. Wheeler. This is a link to his paper “How to Make Process Behavior Charts Work for You:

http://www.mqip.com/en/pic/spc/Wh%20Make%20PBC%20Work.pdf

Enjoy!

Michael

Your blog is very interesting. Thank You. Have You a list from the most benifical measure for the marketing and sales, where I can use behavior charts?

Yours

Eero E.