Sales matrix – What Is It And Why Do You Need It

By April 7, 2020 Blog, CRM, Sales

By definition, a sales matrix is a simple way to identify an opportunity and follow through to pursue the lead and make an actual lead.

According to Hubspot, a sales matrix is a tool used to help you gauge the urgency and viability of sales opportunities. In many cases — like inbound prospecting — the matrix gives you insight into potential customers’ interest in your business as well as their fit for your product or service. It can be used to weigh those factors together and determine how much attention a contact deserves at a given point in time.

Think of all the products and services you offer and all of your existing clients who use or could use those offerings. Arrange them in a matrix as follows:

Sales Matrix – CloudRadial

Now in one chart, you can quickly identify your sales opportunities by client account or solution. For example, Client A and Client B are opportunities to cross-sell Office 365.

One of the key metrics to a sales matrix is fit. It is more technical and looks into factors like company size, annual revenue, industry and purchasing authority. The other metric is interest – if a company actually sold on you, you won’t win their business. If you find a business is a great fit but lacks interest in what you offer, you should do your best to nurture that lead.

Related: SMEs Need CRM

Sales matrixes are a great concept, but to work for most MSPs, they need to be able to:

  • Incorporate planning across multiple quarters to balance staff demand.
  • Incorporate suggestions from support personnel and account managers.
  • Update automatically for as many areas as possible to reduce preparation time and errors.
  • Provide client transparency to allow clients to see and understand the benefits of the solutions they haven’t yet implemented.
  • Scale for any size clients so that even smaller clients can benefit from being managed on the sales matrix.

A sales matrix properly implemented is one of the most valuable tools in the MSPs sales kit.

CloudRadial’s Account Planner feature delivers this capability in a way that also makes it easy to present to clients in the CloudRadial client portal. More importantly for MSPs, the Account Planner gathers and presents the data necessary to:

  • Focus account management activity
  • Help clients understand the services MSPs offer
  • Set clear goals for client growth
  • Score or rank clients against each other
  • Elevate client conversations to focus on new project and MRR opportunities
  • Balance project delivery needs against staffing capabilities
  • Project revenue and profit growth for the business
  • Scale account management with hiring more people

Why Make A Sales Matrix

A sales matrix — specifically an inbound prospecting matrix — is a great way to help you prioritize your leads and coordinate your outreach more efficiently. It helps you understand which prospects will be most receptive to more involved sales efforts, which ones are going to be best to nurture, and which ones won’t be worth your time.

  • Traditional prospecting ends at figuring out if a company is a FIT.
  • Inbound prospecting picks up from there to determine whether the said company is actually interested at all.

HubSpot’s prospecting tools within Sales Hub can help you gauge if a company is interested. They allow you to view what companies have been visiting your website.

What to Include in Your Sales Matrix: 

Events that Influence the Market

This would be the trigger point that provides the new selling method opportunity.  When did the event happen, and who will it affect? Which departments of the company should be the most concerned?

With most companies, there is a priority of approval.

Identify Key Players

The next step would be to list the names of the people that are likely interested in your product.  In a multi-pronged strategy, you’re going to need to identify key contacts with each selling effort.  In the sales matrix, chart out leaders, influencers, or people that are the most likely to be interested in your product.  Make sure to separate them by each selling effort you want to pursue. In the case of a regulatory event, you can start by listing legal decision-makers.  Finance leaders will be interested in total costs.

Speaking a New Language

When approaching a new customer set, there will be some new considerations to make.  Contacts in these departments may relate to use cases that are different from those that you are more familiar with or are currently selling to.  Even the lingo, acronyms, and common tools can be different. It may be challenging to try to sell to these new contacts if you cannot communicate with them.

Another benefit of the sales matrix is making sure that you are speaking the right message and the right language to that new market.  Finance people aren’t going to really care about the marketing benefits of your product. They’re going to want to see how it either drives revenue or decreased cost for the company.  Legal staff is going to care that everything is followed to the letter. By following the sales matrix, you’ll have the information needed to better communicate with a different department that you do not often speak with.

Total Cost Savings

Make sure to explain every cost that your customer will need to pay, from purchase, through training, all the way to continued support.  Large companies are going to demand the total cost beyond your current pricing model. Make sure to include installation costs, any reoccurring service costs, and any additional material costs.  Say, for example, you identify that the company will need to upgrade their infrastructure to accommodate your service. If hardware investments need to be made, the company likely will need to start budgeting for new equipment.  With these considerations, you can be proactive by mapping out the entire cost of acquiring and maintaining your product.

Efforts to Reduce Costs

After itemizing total costs, you’ll begin to see opportunities where the company can save money by using your product.  Whether by integrating with their existing tools, or maximizing the efficiency of staff to help increase revenue, identifying these cost reduction possibilities will help with developing your value proposition.  Anything that’s going to help the target company be able to save money will provide a lot of value in the long run.

Weighing Your Options with Your Resources

With a multi-pronged selling strategy, you will want to think of how to weigh your resources so that you can sell to the new market without overwhelming your staff and alienating your current customers.  If you feel that this new targeting method could bring in 20% of your business, you can weigh your selling resources 80/20. The percentages are really up to you. Any staff that you re-delegate or increase to pursue a new market will no longer be solely dedicated to your core efforts.  Make sure that you have the right balance of resources listed in your sales matrix to avoid spreading too thin.

Read More: How To Build A Sales Matrix – Emissary


The fact of the matter is that traditional prospecting has its limit and inbound prospecting helps you go a step further to identify the company or clients that would be interested in what you are selling. The urge to understand who is interested is the backbone of a sales matrix.