The Customer Database as a Strategic Asset
Data on customer sales and margin, SIC/NAICS codes, and employment size, when summarized, formatted as previously illustrated, and readily available, can greatly simplify the process of deciding where and how to grow. Unfortunately, most SMMs do not maintain these basic data, as stated in “Operating in the dark” in Chapter 1.
Ideally, customer databases populated with sales, costs, and margins, by product and customer, SIC/NAICS, customer employment size, and so forth would greatly reduce the time and effort to make this information available for growth planning sessions as well as reviewing and evaluating strategy implementation/execution. Electronic spreadsheets can sort, crunch, analyze, and summarize ...
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