Staying on top of departmental performance can be difficult for CROs and Sales VPs as organizations seek to scale their operations. This is especially true when it comes to assessing sales effectiveness and tracking the progress of sales and account management teams that are expanding.
It can be difficult for executives who do find time to focus on goal planning and strategic sales development to determine which KPIs (key performance indicators) will provide the greatest insight into their and their teams’ overall efficacy. CROs and sales executives must closely monitor the productivity and success of their sales teams, as well as enhance sales efficiency by focusing on areas that have a direct impact on the company’s immediate and long-term goals.
We’ve put together a list of seven critical sales metrics that every sales leader should be obsessing over to help with the topic of how to measure the effectiveness of your sales force.
1. Fluctuations In Sales Team Activities
Before you can evaluate your sales team’s success, you should first set a baseline for activity. By analysing swings in sales activities by team or department, sales management can gain a quick, daily, quantitative bird’s-eye view of their salesforce’s current “effort.”
What is the significance of this? Sure, most organizations believe they’ve created a strong approach to B2B selling and client income, but most executives still believe sales is a numbers game. The number of calls made and the amount of time spent on calls is important metrics to track for an inside sales team. For a field sales force, it may be the number of face-to-face meetings.
CROs and Sales Leaders can guarantee their teams are functioning at optimal sales effectiveness by keeping a careful check on the average number of calls made, emails sent, notes logged, and meetings scheduled, and perhaps foresee (and course-correct) if they’re going to miss their number.
2. Sales Cycle Lengths
Having a deeper grasp of your sales funnel is a good approach to spot and fix any problems that arise.
As firms explore new selling verticals and the challenges that come with them, bottlenecks in the sales funnel are practically impossible to avoid.
However, by keeping track of the average length of your sales cycles and the amount of time spent in each stage, you’ll be able to quickly address these issues, coach sales teams on effective solutions (such as getting to a decision-maker earlier in the sales process), and help them close more deals through improved sales efficiency.
3. Sales Lead and Customer Response Times
Personally keeping track of when a salesman last spoke to a client and how often. Simple. If a customer is strongly engaged with a sales representative, the deal is more likely to be real and close. Customer responsiveness and rep responsiveness are inextricably linked. Building and maintaining deal momentum is critical to advancing deals and raising overall close rates.
Furthermore, there is nothing more damaging to a developing sales organization than failing to follow up on inbound leads and maximize their worth.
Warm leads have a far better chance of succeeding, so each one should be given the time and attention it deserves. Lead response times should be regularly monitored, and proactive follow-up schedules/cadences should be actively promoted when qualifying leads. While lead response times vary by industry, it’s critical to set criteria for the sales team to follow to ensure that all prospects are reached promptly.
4. New Customer Acquisition Rates
New client acquisition rates are an excellent approach to taking a snapshot of an employee’s overall selling success while evaluating their performance.
To correctly assess this metric, sales territories should be determined ahead of time and salespeople or teams should be assigned to them. Tracking monthly acquisition rates across territories can aid sales management in identifying areas of higher demand and determining the number of sales team members required to meet client revenue initiatives.
While this statistic can be used to identify skill gaps and selling experience among salespeople, it can also be used to better understand the territory’s specific needs and potential adjustments that can be made to increase client revenue.
5. Customer Attrition Rate
Customer acquisition metrics are just as important as client attrition metrics. And customer turnover rates can be extremely instructive when assessed as a percentage of new firm development and sales growth. It is advantageous for every company to have, particularly in fast-paced markets and when organizations modify their product and service offerings.
When comparing year-over-year sales, however, seeing problematic trends in lost business possibilities early in their development could help avoid disastrous financial consequences.
6. Revenue Growth
Although it may seem self-evident, the most crucial metric of your company’s overall effectiveness is measuring revenue growth over time. When it comes to revenue, CROs should be careful not to put too much emphasis on predicted figures.
Customers’ and internal departments’ changing needs may necessitate tremendous flexibility in your sales and marketing activities to ensure your company’s long-term viability.
As you can see, one of the most successful strategies to raise revenue and boost the bottom line is to improve sales effectiveness (and efficiency). What’s even better? It’s not difficult to accomplish. Whether you choose traditional solutions or sales enablement software, you have a variety of tools at your disposal to help your team become a lean, mean selling machine.