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Have your IT personnel add two fields into your sales accounting system.  Add a “Total Potential Sales $” field and a field named “Annualized % of Potential”. Measure current sales annualized against the total sales per year that your sales and marketing personnel think that is currently available from a customer. When new information arrives, these estimates can be updated. Always include all of the potential customers out there to target.  Add these customers from sales personnel information.  Add a potential sales regardless of the actual sales but having them listed on the reports reminds your employees they need to make calls and follow-up.  One assumption you can take is you never have more than half the cusotmer’s sales (assuming competition) so take your current sales per year and double it to start out.

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