Analysis of the external environment

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Identify the audit objectives. Even if you analyze the entire process, you will have to do it in stages.

Assess what data is available: what can be taken from CRM reports, and what can be obtained by talking to employees or through customer feedback.

Set audit deadlines.

Prepare employees — people should not perceive this process as a threat. It is important to explain that the purpose of the audit is to find growth areas that will allow the company to sell more actively, and engaged employees to earn more. It is best to conduct the audit in the format of strategic sessions — this way, employees will be more confident in sharing ideas and feedback.

Depending on the goals and objectives of the audit, the following stages can be identified and an vp purchasing officer email lists approximate checklist can be proposed:



Source: Expert Working Data, full table view

To summarize, the main stages of the audit can be identified:

Analysis of CRM and sales data - search for problematic stages and establish reasons for the decrease in conversion.



Analysis of the efficiency of managers' work - analysis of calls, use of scripts, entering data into CRM.

Analysis of the effectiveness of sales technologies - focus on the systems used, description of business processes, quality of scripts and advertising materials.

Analysis of internal processes - KPI system, sales strategy and its compliance with the company's goals.

Analysis of sales system management - quality of reporting, control and motivation.

t - competitors and customer base.