Measuring the success of marketing and sales campaigns in particular offers numerous opportunities that would previously not have been possible to investigate without a potential-oriented approach:

• Can we attract enough customers who have not yet had contact with our products & services?
• What does this development look like in concrete terms?
• How does our team “live” customer proximity?
• How do we deal with the CHURN paradigm?
• How is our customer base developing and where do we need to take countermeasures?
• Are the “right” customers being visited and are our campaigns working according to our plans?
• What do we learn for future campaigns?
• How do we design briefings for external creative agencies?

What is particularly important here is how you deal with potentially “renegade” customers. It is around 6 to 8 times more expensive to acquire a new customer than to retain an existing one. Customers who turn away must therefore be dealt with quickly and intensively.
These details can be ideally used for future campaigns and activities, as they provide the necessary bit of information and show you what is relevant to your customers and how you stand out from the competition. Used correctly, they are the material from which the right decisions result, leading to holistic sales excellence in your organization.