Pricing, Costing, Sales & CRM

• Do you have a clearly defined pricing strategy?
• Do you understand the full cost of delivering your products or services?
• Do you know the minimum price required to achieve your target margin?
• Do you consider customer willingness to pay when setting prices?
• Do you understand how competitors position their prices?
• Do you differentiate prices based on customer segments or value delivered where appropriate?
• Do you assess the impact of discounts on profitability?
• Do you regularly review prices as costs and market conditions change?
• Do your sales teams understand pricing rules and discount limits?
• Do you evaluate the profitability of individual products, services and contracts?
• Do you understand how price changes affect demand and sales volume?
• Do you measure the effectiveness of your pricing decisions?

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• Do you understand the direct and indirect costs of your products or services?
• Do you have a consistent method for calculating total costs?
• Are overheads allocated using appropriate cost drivers?
• Do you understand the difference between fixed, variable and semi-variable costs?
• Do you know the contribution margin of your products or services?
• Can you calculate the cost of delivering an individual project or contract?
• Do you identify cost differences between customers, products or business units?
• Do you monitor material, labour and operating costs where relevant?
• Do you compare actual costs with estimated or budgeted costs?
• Do you investigate unexpected cost variances?
• Do you identify waste, rework and other sources of cost leakage?
• Do you use reliable cost information when setting prices and accepting contracts?

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• Do you have clear sales targets for individuals and teams?
• Are sales targets linked to realistic business objectives?
• Do you track leads, conversion rates and sales cycle length?
• Do you know which stages of your sales process lose the most opportunities?
• Do salespeople consistently follow a defined sales process?
• Do you monitor revenue and gross margin, rather than sales volume alone?
• Do you measure individual sales productivity?
• Do you regularly review sales pipeline quality and deal progress?
• Do you understand why potential customers reject your offers?
• Do you have a structured sales coaching and performance review process?
• Are sales incentives aligned with profitable, sustainable results?
• Do you use sales data to identify improvement opportunities?

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• Have you clearly defined your ideal customer profiles?
• Do you segment customers based on value, needs or buying potential?
• Do you have a structured customer acquisition strategy?
• Do you know which channels generate your most valuable leads?
• Do you have a clear value proposition for each target segment?
• Is your sales approach aligned with your overall business strategy?
• Do you have a repeatable process for lead generation and qualification?
• Do you use a consistent approach to prospecting and follow-up?
• Do you understand your competitive positioning?
• Do you prepare realistic sales forecasts based on pipeline evidence?
• Do you allocate sales resources to the most promising opportunities?
• Do you regularly review and adapt your sales strategy based on results?

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• Do you maintain accurate and accessible customer records?
• Do you understand the needs and preferences of your key customers?
• Do you segment customers based on value and business potential?
• Do you know which customers generate the highest contribution?
• Do you have a structured process for managing key accounts?
• Do you track customer retention and repeat purchase rates?
• Do you identify customers at risk of leaving?
• Do you follow up consistently after sales and service interactions?
• Do you have a process for handling customer complaints and escalations?
• Do you identify opportunities to cross-sell and upsell relevant products or services?
• Do you measure customer lifetime value where appropriate?
• Do you use customer insights to improve commercial decisions?

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• Do you have a central system for recording leads and customer information?
• Are customer records accurate, complete and regularly updated?
• Can you track every lead from initial contact to final outcome?
• Are sales stages clearly defined within your CRM?
• Do salespeople consistently record calls, meetings and follow-up activities?
• Can managers view the current sales pipeline in real time?
• Do you have clear rules for lead allocation and ownership?
• Are reminders and follow-up activities managed systematically?
• Can you identify stalled opportunities and overdue actions?
• Do you generate reliable sales forecasts and performance reports?
• Do you use CRM data to identify conversion and retention trends?
• Is your CRM configured around your actual sales process rather than simply used as a contact database?

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• Do you understand what customers expect at each stage of their journey?
• Have you mapped the main customer touchpoints?
• Is the customer experience consistent across channels and employees?
• Can customers easily access information and support?
• Do you measure customer satisfaction and feedback?
• Do you monitor complaints, recurring issues and service failures?
• Do employees understand the service standards expected of them?
• Are customer problems resolved within clear timeframes?
• Do you identify the causes of repeated customer dissatisfaction?
• Is the handover between sales and service teams effective?
• Do you measure customer retention and loyalty?
• Do you use customer feedback to improve processes and service delivery?

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• Do you have clear revenue growth targets?
• Do you understand the main drivers of your revenue?
• Do you track revenue by product, service, customer and sales channel?
• Do you identify opportunities to increase sales to existing customers?
• Do you have a systematic process for acquiring new customers?
• Do you monitor lead conversion and sales pipeline performance?
• Do you evaluate the profitability of revenue growth opportunities?
• Do you identify lost sales and revenue leakage?
• Do you assess opportunities for cross-selling and upselling?
• Do you forecast revenue using reliable assumptions?
• Do you evaluate the commercial potential of new products, services or markets?
• Do you measure whether revenue growth is translating into stronger margins and cash flow?

Tick what is true for you. Every question you can't tick is a gap worth looking at. Nothing is saved or sent.