One of the repeated themes at last week’s Ultimate Sales Conference was around measuring sales rep activity metrics. Sales is an unusual position in that the desired results and expectations are so easy to measure: revenue from deals. While measuring a rep based on quota makes sense, it’s also important to measure sales rep activity since it’s a great proxy for deals.
Here are four sales rep activity metrics that every sales manager should measure:
- Calls Logged – The phone is not dead. In fact, selling over the phone and cold calling is extremely effective.
- Meaningful Conversations – Just because calls are being logged it doesn’t mean the sales rep is productive. More importantly, making calls is not enough as reps need to reach people on the other end and have meaningful conversations
- Demos / Appointments Completed – Following the logical progression, meaningful conversations with the right people should turn into demos or appointments, and completed meetings are more important than scheduled meetings.
- Opportunities – Often the last step before signing a deal, an opportunity should be created once some defined criteria are met, typically budget, authority, need, and timeline (BANT).
What gets measured gets done and these four sales rep activities are key to a productive sales team and management visibility into future revenue.
What else? What are your thoughts on these sales rep activity metrics and what are others that you like?