Decision Scorecard
I recently read another in a long yet perhaps now swelling line in retorts to the misplaced 'axiom of time is money'.
Apparently billable hours, nay even today's billable six minute slots, are the fault of 1960s American lawyers.
In terms of results, we all accept that output trumps input, surely? Yet the clock-watching prominence persists.
From presenteeism through elapsed project time apps to monthly retainer SLAs. We've long since been in thrall to the punching in.
Yet possible corollaries exist. The requirement for 'deep work' with dedicated 'creative flow' zones. The understanding of how much an interruption can derail attention and so calibre of recommenced work. And the finite limit that may exist for any human to produce at their best on any given day (max of maybe only 3 or 4 hrs).
As someone that these past four years bitterly experienced the Pavlovian pushback against any given hourly rates, yet through the other side often being invited to make a broader commitment, I am all in favour of payment by results.
Which in a roundabout way brings me to how this worsens a flaw in live on-deal analysis.
The number of calls, meetings, docs.
These are merely inputs.
And boy are CRMs keen to track 'em.
Paranoid penny-pinching parochial execs may continue to insist on their dashboard view on 'activity'. Yet as all true sellers know;
Activity ≠ Sales.
Yes seeing a contact count can highlight any plus or minus. But any subsequent drill down might only get you so far.
There is another angle that may give you better insight into where you're at.
What decisions must your prospects take along their progress to signing up as client?
Think macro versus micro. Strategic or tactical. Long- or short-term.
There's a slew of classics.
Granting 'hunting licence'. CEO permission. Agree timeline. Urgency criteria confirmed. Legacy set out. Resource allocated.
Then there's underneath the headlines.
Referring us to and bringing in one of their colleagues. Arranging meetings. Providing information or data. Isolating the tech specs. Collaborating on the solution. Persuading others.
Do they set such up to make? And then how long does it take?
As part of your process, you could even (should) have an idea of the key decisions they must embrace, and their typical gestation length, so that they'll become a customer.
In which case, better to track these above and beyond mere 'touches'.
Imagine a map, timeline or chart that graphically shows this journey. And how over time, what extra bounty comes your way from following and refining it across your target market.