Hiring and managing a successful B2B sales team is one of the hardest things to do for technology entrepreneurs. In a previous post, Milestones for New Sales Reps, there were four simple sales metrics to track: call conversations logged, demos completed, opportunities created, and deals won — those are pretty straightforward. As the sales department matures, there are a number of additional metrics to track.
Here are some sales rep metrics for startups to track:
- Calls:
No message left
Voicemail
Conversation positive
Conversation neutral
Conversation negative - Demos:
Demo 1 Scheduled
Demo 1 Completed
Demo 1 Missed
Demo 2 Scheduled
Demo 2 Completed
Demo 2 Missed - Opportunities:
Opportunity created
Opportunity won
Opportunity lost
Revenue booked
Average days till closed / won
Lost opportunity revenue
Competitive opportunity
This isn’t an exhaustive list but it’s a good start for understanding on a more detailed level how sales reps are performing. These should be measured on a monthly and quarterly basis as well as rolled up team and department-wide.
What else? What are some other sales rep metrics for startups to track?
What do you think of in-house referrals or market intelligence as metrics?
I find referrals from a positive conversation and meetings to be the most impactful. And you’d know this contact will give you referrals in the future.
For market intel, you can always hit up the person and nurse that relationship.
I do see that from a pure metric standpoint these are more qualitative than quantitative …