There’s an astonishing range of tools available to today’s marketeer for measuring what customers do both on and offline. But despite all these amazing insights, most businesses don’t, or can’t, measure how well their sales people are performing other than by asking them what they’ve done. And sales people by nature are both imaginative and skilled in convincing people what they want them to arrows resize

Car manufacturers have another problem. The sales people don’t work for them. So even if they did invest in measuring the final stages of a sales process where only humans are involved, they will often struggle to implement something throughout a dealer network of largely independent businesses. And if you can’t do it simply and consistently, there’s little point in trying to understand the spurious data you might collect. But despite these and other difficulties, it must still be measured.

The originator of the leads needs to know if they’re being followed up, how long it takes and whether each lead develops into a showroom appointment or not. If they don’t know what happens, how do they know whether the reason they’re not achieving sales is because of the lead or because of the sales process? And then whether it’s because the process was broken or simply poorly executed?

We invented TrackBack to enable businesses like car manufacturers to remotely, objectively and very simply measure what every sales person in their dealer network was doing with the sales opportunities they were sending them. Now the only thing we can’t measure is the signing of the sales contract… or can we?