This document discusses using mileage data collected from drivers to gain insights for sales optimization. It shows how driver data like stops, miles traveled, and time spent can be matched to CRM data to enhance sales records. Metrics identified from this include number of appointments, repeat office visits, and correlation between visits and sales growth. The document argues this compiled real-world usage data provides unparalleled insights to improve territory planning, identify high and low performers, and remove non-productive salespeople.

1. Case Study:
Can We Predict Sales Success from
Mileage Data?
snowforce data
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2. Founder of Snowforce, LLC, a Consulting firm specializing in
CRM Strategy (Salesforce®) and Implementation
Previous Roles
• Sales Operations Leader at ZimmerBiomet
• VP of Sales, Ineto (Acquired by Oracle)
• Director of Sales, Acuity (Acquired by Lucent)
• Inside Sales Leader (Multiple Companies)
Education
• M.B.A. Rice University
• M.S.I.T. Business Intelligence*, University of Colorado
• B.A. University of Western Ontario
• Certified Salesforce Professional
Ron Cowan Biography
©2017 Snowforce, LLC All Rights Reserved
www.snowforcedata.com

3. • Data Obtained for One Purpose May Have
Incredible Value for Alternative Purposes
• Consider What Data Can Help You
• Where Data May Reside
• How Can You Obtain It
• How You Can Improve It
Key Takeaways
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www.snowforcedata.com

4. The Problem
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www.snowforcedata.com
CRM Data is
User Entered
Inconsistent
Cannot be
Trusted
Salesforce® is a trademark of salesforce.com inc.

5. 5
Runzheimer Client Base Benchmarks*
Avg Stops Day/Driver
5.49
Avg Miles Day/Driver
92.31
% of Day Driving
33.48%
Hours Driving/Day
2 Hrs. 40 min
Runzheimer® Equo App Collects Driver Data
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www.snowforcedata.com

6. The Runzheimer-Salesforce® Opportunity
• Driver Data Can Provide
Unparalleled Insight
• Sales Force Optimization
• Expansion
• Reduction
• New Channel Strategies
• Metrics of Success/Failure
• Market Segments
• Market Planning
• New Prospects
• New Segments
• Declining Segments
©2017 Snowforce, LLC All Rights Reserved
www.snowforcedata.com
Salesforce® is a trademark of salesforce.com inc.

7. 7
Industry Focus
Average Miles
Driver/Day
Avg Stops
Day/Driver
% of day (8hr)
driving
Avg Windshield Time
per Person per Day
(hours)
Avg Windshield Time
per Stop
(hours)
Beverage 42.05 4.56 29% 2.33 30.65
Construction Materials 76.12 4.41 38% 3.04 41.33
Pharma 50.43 3.08 16% 1.3 25.27
Medical Device 64.58 3.43 20% 1.59 27.87
Industrial 61.29 3.16 19% 1.49 28.34
Overall 59.86 4.24 24% 1.95 27.93
But What Kind of Stops Were These?
Runzheimer Understands Driver & Vehicle Data

8. Salesperson
Name
Captured
Business
Mileage
Trip Date
Trip Start
Time (CST)
Start Location Address
Trip End
Time
(CST)
End Location Address
Trip
Travel
Time
Stop
Duration
Walter
White
1/3/2013 09:10 AM 668 South
Spinningwheel Lane
09:25 AM113 N Washington Rd
Oxford, mi 48371
15
minutes
Walter
White
1 1/3/2013 10:31 AM 1400 Walton Blvd,
Rochester Hills,
Michigan 48309
10:33 AM441 S Livernois Rd,
Rochester Hills, Michigan
48307
2
minutes
7 minutes
Walter
White
2 1/3/2013 10:40 AM 323–435 S Livernois
Rd, Rochester Hills,
Michigan 48307
10:44 AM480 W Tienken Rd,
Rochester Hills, Michigan
48306
4
minutes
5 minutes
Walter
White
1 1/3/2013 10:49 AM 499 W Tienken Rd,
Rochester Hills,
Michigan 48306
10:51 AM809–933 N Livernois Rd,
Rochester Hills, Michigan
48309
2
minutes
Walter
White
13 1/3/2013 10:51 AM 809–933 N Livernois
Rd, Rochester Hills,
Michigan 48309
11:11 AM1375 S Lapeer Rd, (null),
Michigan 48360
20
minutes
16 minutes
Walter
White
1 1/3/2013 11:27 AM 1251 S Lapeer Rd,
(null), Michigan 48360
11:27 AM1135 S Lapeer Rd, (null),
Michigan 48360
Walter
White
7 1/3/2013 01:29 PM I-75 S, Auburn Hills,
Michigan 48326
01:48 PM 2757 Warwick Dr,
Bloomfield Township,
Michigan 48304
19
minutes
8 minutes
Walter
White
13 1/3/2013 01:56 PM 2863–2899 Kensington
Rd, Bloomfield
Township, Michigan
48304
02:20 PM 2300 Haggerty Rd, West
Bloomfield Township,
Michigan 48323
24
minutes
14 minutes
Walter
White
1 1/3/2013 02:34 PM 2201 Haggerty Rd,
Walled Lake, Michigan
48390
02:38 PM 3480 E West Maple Rd,
Walled Lake, Michigan
48390
4
minutes
7 minutes
Smartphone App Captures all Driver Data

9. Matched Compiled Mileage Data with
Salesforce Records
Salesforce Record Contains Enhanced Data
3/28/2017
7/17//2017
5/28/2017
4/6/2017
2/4/2017

10. Enhancing the Data for Reporting & Analysis
Customer Type

11. Manual Efforts to Identify Optimal Metrics of Success
(Number of Appointments)
Identify Most and Least Productive Salespeople Based on Real Compiled Driver Data
Insights Used for
• Territory Expansion
• Territory Reduction
• Removing Non-Performers Quickly
Average 10.25 Office Visits
Per Week
0
5
10
15
20
25
30
35
40
Walter White Jesse Pinkman Hank Dresher Gus Freel Clare Boedicker Saul Goodman Tom Brady Barney Rubble Fred Flintstone Danny Partridge

12. 0
10
20
30
40
50
60
70
80
Dr. Arthur Fonzarelli Dr. Ray Donovan Dr. Lisa Simpson Dr. Marcia Brady Dr. Phil Dunphy Average
Number of Repeat Office Visits
1.88 Visits
Per Office
1.88 Visits
Per Office
Manual Efforts to Identify Optimal Metrics of Success
(Number of Appointments)

13. 0.00%
1.00%
2.00%
3.00%
4.00%
5.00%
6.00%
7.00%
8.00%
9.00%
10.00%
0 20 40 60 80 100 120 140 160
Is There a Correlation Between
Sales Growth & Number of Visits?
Sales
Growth
Over
Prior
Year
Office Visits Per Month (Average)

14. The End
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www.snowforcedata.com
Thank You!
For a Copy of Presentation:
ron.cowan@snowforcedata.com
linkedin.com/in/roncowan/
www.snowforcedata.com