In the IT managed service provider (MSP) market, Account Managers (AMs) play a crucial role in nurturing customer relationships and driving revenue growth. Unlike Sales Executives who focus on acquiring new customers, AMs have a dual responsibility of managing existing accounts while pursuing upsell opportunities. Tracking key performance indicators (KPIs) is essential to effectively monitor and optimize the “farming” aspect of your MSP business. However, it’s important to strike a balance by using a focused set of KPIs rather than overwhelming yourself with excessive data.
Revenue Per User
In the cloud-centric MSP environment, tracking revenue per user is more meaningful than revenue per device or computer. Calculate your revenue per user by dividing the total monthly revenue by the number of managed users. By monitoring this KPI, you can gauge the effectiveness of upselling efforts and track the growth of revenue generated from each user. Aim for an increase in Revenue Per User over time. Use $0 as the baseline and measure the deviation from that value to indicate progress.
Quarterly Business Review (QBR) Age > 6 Months
Regular QBRs are vital for maintaining strong customer relationships. This KPI measures the number of customers who haven’t had a QBR in over six months. Ideally, this KPI should always be zero, indicating that all customers have been engaged in strategic discussions and planning sessions. Monitor this metric to ensure that every customer receives timely attention and personalized support.
New Opportunities This Week
This KPI tracks the number of new opportunities created by the AM within a week using a CRM or sales management system like Autotask. The specific goal for this KPI will depend on whether the AM handles all sales, including small items, or focuses on larger sales. However, regardless of the scale, the target for this KPI should always be greater than zero. Monitoring new opportunities helps measure the AM’s ability to identify and pursue potential upsells and expansions.
Opportunity Age > 3 Months
Opportunities that remain open for more than three months pose increasing risks and may indicate a lack of progress or inaccurate pricing. While some opportunities may have valid reasons for a longer timeline, such as project-based sales, it’s essential to review opportunities older than three months critically. This KPI serves as an indicator of potential bottlenecks or missed sales opportunities that require attention and action.
Customer Happiness Score
Although customer happiness is influenced by various factors, the AM plays a significant role in representing the customer’s interests and concerns to the helpdesk and the wider organization. The Customer Happiness Score should be based on surveys conducted through your helpdesk and project management system, as well as ad hoc surveys and QBR results. By monitoring this KPI, the AM can assess their performance in addressing customer needs, improving satisfaction levels, and strengthening overall customer relationships.
Conclusion
Tracking these five key performance indicators will provide valuable insights into an Account Manager’s effectiveness in IT sales. Remember, it’s important to keep the number of KPIs manageable and meaningful. These selected KPIs allow you to monitor revenue growth, customer engagement, sales pipeline health, and customer satisfaction, empowering you to make data-driven decisions and drive success in your MSP business.
