A client asked me what to measure to track their sales performance improvement.

A client asked me what to measure to track their sales performance improvement.

It's a question all consultants should ask, instead of hiding in delivery work. After all Marketing and sales are the lifeblood of your business, aren't they?

Here's what I said to get them started:

The number and value of projects closed are useful lagging indicators. It's the ultimate way to keep score, showing the effectiveness of all your other efforts.

Although it provides reflective insight, it is not something you can act on directly. So you'll want some leading indicators that confirm you're doing the right things. We need to choose things that are early signals of successful sales outcomes.

Here's where we start:

𝗠𝗲𝗮𝘀𝘂𝗿𝗲 𝗽𝗿𝗼𝗮𝗰𝘁𝗶𝘃𝗲 𝗼𝘂𝘁𝗿𝗲𝗮𝗰𝗵 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴:
⇥ Growth of your network.
⇥ Number of high-quality buyer contacts.
⇥ Conversions to in-person meetings from outreach.

𝗪𝗵𝘆?
↳ Crucial for new business generation.
↳ Builds a stronger pipeline.
↳ Shows engagement.

𝗠𝗲𝗮𝘀𝘂𝗿𝗲 𝗯𝘂𝘆𝗶𝗻𝗴-𝗰𝘆𝗰𝗹𝗲 𝗽𝗿𝗼𝗴𝗿𝗲𝘀𝘀:
⇥ Number expressing interest in concrete goals.
⇥ Detailed project conversations with decision-makers.
⇥ Number of formal project proposals presented to prospects.

𝗪𝗵𝘆?
↳ Qualifies quality of the marketing leads.
↳ Involvement shows serious intent.
↳ Signal strong closing potential

These are useful metrics for my clients. Your mileage may vary. But to improve performance, you need some metrics.

Optimise your approach and improve both client acquisition and revenue growth.

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𝗗𝗶𝗱 𝘆𝗼𝘂 𝗳𝗶𝗻𝗱 𝘁𝗵𝗶𝘀 𝗽𝗼𝘀𝘁 𝘂𝘀𝗲𝗳𝘂𝗹?
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