Eric in Lewiston, Maine, asks how to use last year’s data to create and accurate sales plans and evaluate software tools (like CRMs and ZoomInfo) to make those goals happen.

Sales planning is vital—without a roadmap, you’re just hoping your revenue targets magically come to life. If you haven’t defined clear performance metrics—like call activity, lead generation, conversion rates, or daily prospecting targets—then you don’t really have a plan. You have a wish list.

Eric wanted to know which metrics from the previous year he and his team should be analyzing to inform this year’s targets. The short answer? All of them, if they are metrics that matter to your business goals. Consider:

By mapping out how each step in your funnel converts to the next—calls to first appointments, first appointments to proposals, proposals to closed deals—you can see exactly where to focus in the new sales year.

Maybe you need more first appointments. Maybe you need to tighten up your proposals so more of them convert. Or maybe you’re missing upsell opportunities with existing clients. Data points you to the gaps.

Pro Tip: Once you understand your ratios, you can decide if you’re aiming to improve them by, say, 25% (a stretch goal) or if you’re reaching higher. However, be careful not to “fix” one area and inadvertently break another. Success in sales is about balance across the entire funnel.

Eric also mentioned his team’s struggle with an outdated CRM that’s not built for strong tracking. As they look ahead, they’re weighing big guns like Salesforce. But here’s the deal:

The rule of thumb? Choose a CRM that matches your current size and selling process. The last thing you want is to waste months configuring a powerhouse system that nobody uses because it’s too big or too confusing.

Eric’s final question was about whether to invest in a data-intelligence tool (e.g., ZoomInfo, Apollo, LeadIQ) to identify new leads and tap into “intent data.” My take:

Pro Tip: Start with a limited number of “power users” on your team who will commit to mastering the tool. Then expand usage as you integrate it into your sales workflow.

We’ve been using ZoomInfo for years. Early on, we blew through a lot of money because we didn’t fully implement it. It wasn’t until we got serious—trained our people, integrated it with our CRM, and held each other accountable—that we started seeing results. Today, ZoomInfo is essential to how we prospect, grow pipeline, and clean up our database. But it took time, patience, and leadership buy-in to get there.

If you’ve got a burning sales or leadership question, I want to hear it! Head over to
salesgravy.com/ask, fill out the form, and one of our producers will be in touch to get you on the show.

Until then, keep prospecting, keep hustling, and keep crushing your quotas. Remember: You are the lifeblood of your organization and the economy itself.