Coverage intelligence

The measurement, from a company's own ledger and CRM exports, of which accounts it reaches, how much of each account's spend it holds against a norm from its own best customers, and where the valued gaps are, with every figure rolled up and reconciled to invoiced revenue.

DefinitionThe measurement, from a company's own ledger and CRM exports, of which accounts it reaches, how much of each account's spend it holds against a norm from its own best customers, and where the valued gaps are, with every figure rolled up and reconciled to invoiced revenue.

Five measures

Coverage, share of wallet, gap at norm, dormancy and concentration. Each computed per account and rolled up to rep, region and company.

What it produces

Lists, not dashboards: the untouched accounts, the gap list, the dormant list and the movements, each cited to a table that reconciles to the ledger.

Not the same as

Business intelligence describes what happened. Coverage intelligence describes what did not, against a norm, and names the account.

How it is used

Five measures, all from the company's own ledger and activity exports: coverage, share of wallet, dormancy, concentration and whitespace. The output is ranked lists of accounts with an owner on each row.

Example

From one ledger and one activity export: 22 percent of revenue sits with accounts not spoken to within cadence, 140 accounts are dormant against their own pattern, and the valued gaps at existing customers total $3.4 million.

Where it goes wrong

Bought as a dashboard. The value is in the lists being worked every week, which a dashboard does not make happen.

Articles that use this term

AI and self-service analytics

How AI search reads a sales analytics page, and what that means for how you write one

What an answer engine extracts from a page about a commercial measure: the one-paragraph direct answer, the formula in a form it can quote, the worked table, the definitions it can cite, and the questions it can answer verbatim. Why a page written for a person who has to compute the measure is also the page an assistant cites, the structure that serves both, and the four habits that make a page unquotable.

16 Sept 20263 min read How-to guides

The role pages: ten questions per leader, and where each set lives

A hub for the role pages on this site: for each leader, from CFO and CRO to the head of a trading desk or a foodservice distributor, the ten questions they ask, the tables that answer them, the identity behind each, and the answer to send back. This page lists every role page with the desk it is written for and the first question on it, so a reader can find their own questions in one click.

16 Sept 20264 min read AI and self-service analytics

What is coverage intelligence? A plain definition and the five measures in it

Coverage intelligence is the practice of measuring, from a company's own sales data, which customers it reaches, how much of each customer's spend it holds, and where the gaps are, with every figure reconciled to the ledger. This guide defines it, sets out its five measures, coverage, share of wallet, gap at norm, dormancy and concentration, shows how they roll up, and distinguishes it from BI, CRM reporting and sales analytics.

16 Sept 20263 min read How-to guides

RFM analysis for B2B customers: how to do it in Excel, and the three changes that make it work

RFM scores customers on recency, frequency and monetary value, and was built for consumer mail-order. This page shows how to compute RFM in Excel from an order export, with the exact formulas for the three measures and the 1 to 5 scores, then explains why the consumer version misleads in B2B, where customers order on very different cadences, and gives the three changes that fix it: recency against the customer's own cadence, frequency as a trend against the customer's own history, and monetary value read against a norm for similar customers.

17 Sept 20264 min read AI and self-service analytics

Sales analytics vs sales intelligence vs revenue intelligence: what is the difference

Three software categories with overlapping names. Sales analytics measures what happened in your own sales data. Sales intelligence, as the market uses the term, mostly means third-party data about companies and contacts to prospect into. Revenue intelligence mostly means capturing and analysing calls, emails and CRM activity to inspect deals and forecast. This page sets out what each actually does, the data each runs on, the question each answers, where coverage intelligence sits among them, and how to tell which one a problem needs.

17 Sept 20264 min read