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Sales Motivation: Analytics and the Sales Professional
Sales Motivation: Analytics and the Sales Professional

December 5, 2019

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Driving sales professionals’ behavior can be a challenge. They’re already expected to do so much: sell, find new leads, follow up with leads, close deals, fill out details in the CRM, and so on!

So how can you get your sales team to successfully manage leads and drive behaviors you need to see for success?

Establish a Baseline

Before diving into analytics and metrics, it’s important to understand:

  • What goals are you trying to achieve with your program?
  • What behaviors are you trying to drive?
  • What’s the baseline for these behaviors?

Metrics: What to Measure

Once you’ve established a baseline, you can move on to driving these particular behaviors. There are a number of metrics you may want to look into when measuring sales success.

Data Quality

In a CRM, your data is only valuable if it’s true. There are a number of ways you can look at the data within your CRM to see how valid it is. Some questions that you should ask include:

  • How soon after lead creation is the lead fully filled out?
  • What fields are most important for a lead/opportunity? What percentage of these fields are filled out?
  • Which sales reps always fill out the necessary information? Who doesn’t?
  • After a particular action (following up with a lead, for example), does the rep fill out the necessary follow-up information?

Sales Motivation: Call Center

When leveraging an engagement program with sales professionals, the metrics for understanding reps’ motivation can be varied. For example, in a call center situation, reps are measured by:

  • Length of call
  • Number of sales per day/week/month
  • Sale velocity
  • Dials per hour
  • Sales by product
  • Sales by time of day
  • Agent utilization (percentage)
  • Rep sales conversion (percentage)

Teams can also be used to drive behavior in a sales performance use case. When sales reps are divided into teams, many of the same metrics can be used and teams can be compared, leading to a sense of competition.

Sales Motivation: B2B

In B2B sales, sales motivation and efforts require different metrics. For example, you can measure:

  • Sales velocity
  • Sales by product
  • Lead conversion rate
  • Lead sources – Which are most successful?
  • Average conversion rate
  • Length of sales cycle per rep

Looking at averages can be valuable for understanding overall success and engagement. You can also deep dive into individual performance to find the top sellers.

Understand Your Sales Cycle

As you can see, when trying to improve the sales process for your team, it’s important to first establish a baseline as well as what goals your business is looking to achieve. Once you’ve establish a baseline, you can then use analytics for understanding your sales cycle and the levels of engagement on your sales teams.


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