A lot of companies have a sales organization, but what they really have is an account management organization – spending most of its time managing existing accounts instead of hunting down new leads. How do you know if your company has a sales team or not? Look back at the last 12-24 months calculate your customer base diversity ratio.
Sales made to new customers
——————————————– = Customer base diversity ratio
Sales made to existing customers
Your customer base diversity ratio should be at least 30% (Example $30,000 in sales to new customers/$100,000 in sales to existing customers = 30%). Anything lower and you no longer have an effective sales team – just account managers.