Commercial Health, Growth and Sales Check

Most businesses manage customer relationships from memory.

You can usually say what a customer bought. Saying why, or what happens to that relationship when the person who owns it leaves, is harder. Commercial Health is a business’s ability to find, win, keep and grow customers. This scores yours across seven dimensions.

Questions: 21
Dimensions: 7
Time: ~4 min
Email: Optional

Answer honestly rather than aspirationally. A flattering score is worth nothing to you. You will see your result immediately, without giving us an email address.

1. Lead Quality

Attracts the right customers, from sources it understands.

We have a clear definition of our ideal customer, and most of our leads match it.

We know which lead sources produce customers who stay and grow.

We de-prioritise or turn away leads that don't fit.

2. Sales Effectiveness

Converts the right opportunities, through a repeatable process.

Our team follows one consistent sales process.

We know our conversion rate at each stage of the pipeline.

We win the majority of the opportunities we choose to pursue.

3. Relationship Quality

Relationships are strong, current, and not locked in one person's head.

Customer history and context are captured and available to the whole team.

Relationships survive when an individual salesperson leaves.

We follow up when we say we will.

4. Customer Retention

Keeps customers and detects risk early.

We can identify customers at risk of leaving before they leave.

We have a deliberate renewal / retention process.

We know why customers leave, from evidence, not assumption.

5. Customer Growth

Existing relationships grow in value over time.

We actively grow existing accounts (upsell / cross-sell).

We segment customers and treat high-value relationships differently.

A meaningful share of revenue comes from existing customers growing.

6. Revenue Predictability

Forecasts are reliable and the pipeline is honest.

Our forecasts are usually close to actual results.

Our pipeline reflects reality, not optimism.

Leaders can see commercial performance without asking for a report.

7. Decision Quality

Commercial decisions are made from evidence and reviewed.

Important commercial decisions are made from evidence, not memory.

We can explain why we pursued (or dropped) an opportunity.

We review past decisions and learn from them.

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What this score is, and what it is not

It is a self-assessment. It reflects what you believe about your business, which is useful for direction and useless as proof. In our specification that is confidence grade C. Scores drawn from your own data, rather than your own opinion, earn a higher grade. That is the difference between managing customers with memory and managing them with evidence.

The framework, the weights and the bands are published in full. See how CRM360 makes these dimensions measurable.