Good question. I would like to measure website traffic and social media activity but I don’t really know how. 
I would like to measure customer satisfaction on every project we sell (maybe through a survey or something) and I would like to know what we’re doing right and what we need to work on. 
I would like to measure the time each salesperson spends with each customer and the relationship [of that] with how much they are buying from us.
Of course I measure sales activity by vertical market, by sales person and by customer.      
