When it comes to measuring your company’s success, one of the most important places to look is your sales department. The key metric here is sales productivity — a measure of how efficiently your team makes deals. You can break it down like this:
The ideal outcome for this metric is simple: Sales performance and revenue should be high, while time and resource consumption should be low.
But how do you measure sales rep productivity, and what does that mean for your workflows, solutions, and approaches going forward? Here’s what to know.
Measuring sales productivity doesn’t have to be complicated. Your first task is to determine key performance indicators (KPIs) so you know what to track and how to compare your numbers. Once you know where to look, you can unite different data points to create a full view of sales performance and improve sales rep productivity.
Here are a few sales performance KPIs to track:
New leads are a sign of high sales rep productivity. These numbers also indicate whether your workflows, processes, and sales productivity tools are providing enough support and enablement for internal teams.
Tip: Measure new leads overall, but also gather more detailed information on different lead types — for example, qualified vs. unqualified.
More interactions require more resources, but that doesn’t always have a negative impact on sales performance. For example, emailing the same contact multiple times can double response rates, which helps boost revenue. That means you’ll need to track interactions to find the ideal balance between building relationships and consuming resources.
Tip: If you look at this sales rep productivity metric by itself, you could end up with a skewed perception of how interactions impact revenue. Instead, compare interactions to deals won, total revenue, resource consumption, and other data to understand the full sales cycle and landscape.
Keep in mind that sales productivity metrics are influenced by a number of variables. Some are within your control and others aren’t — so it’s important to have a complete, realistic understanding of the landscape.
Here are a few factors that impact sales performance:
To support sales productivity, you must provide your teams with the best, most efficient tools for all their needs. A few examples include:
Once you’ve gathered the appropriate data and upgraded your tech stack, you can begin identifying weak points and making targeted improvements. Use these tips to increase sales productivity and support your teams:
Onboarding and training help prepare your sales team for the unique challenges of a business-to-business (B2B) selling process. Prioritize these early steps, but don’t forget that even tenured employees can benefit from ongoing coaching and support to keep quota attainment from slipping.
When you monitor interactions such as calls and chats, you learn more about how your sales reps approach customers, what the conversations look like, and what the outcomes are. This doesn’t just present an opportunity to make targeted improvements; it also helps you track KPIs and understand what customers expect from your company.
Measuring sales productivity doesn’t mean much if you don’t communicate your insights and findings to your team. Sales should always be a collaborative process — not just within the department but between teams from across the organization (such as marketing).
Tracking and improving sales performance shouldn’t feel like guesswork. Mindtickle can provide the insight, collaboration, and control you need to support your sales environment from top to bottom.
Mindtickle sales enablement analytics software provides multiple solutions to help increase sales productivity, including:
Improving sales rep productivity starts with understanding your sales environment — and with Mindtickle, you’ll have insight into data that tells the full story. The platform also helps you turn that data into actionable next steps and solutions that support, enable, and inspire your teams.
Request a demo today to see how Mindtickle can help you close deals more productively.
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