Setting Metrics for Treasury Management Sales Initiatives (Part 1)

Define Goals

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Frequently, we see that sales executives ‘want more fee income’ but they aren’t specific about the ‘more’. We recommend setting specific conditions of satisfaction for the initiative.

The conditions can include:

Sales activity and focus

  • Number of calls to discuss Treasury Management issues
  • Number of opportunities identified and noted in CRM software
  • Number of referrals to Treasury Management (total or with specific product emphasis like payables or commercial card)
  • Quality of referrals to Treasury Management (TMOs grade incoming referrals in a pre-determined scale)

Cash Management fee income

  • Total annualized fees
  • Recurring vs. non-recurring fees

Deposit dollars

  • Total deposit dollars
  • Mix by type
  • Interest costs
  • Sources by industry or business type


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