Key metrics for different sales functions
Posted: Thu Jan 23, 2025 10:07 am
To identify top performers within each sales role, you need to focus on metrics specific to each role.
Let's break down some essential metrics for each role:
1. SDRs
Lead Rate: The number of leads sent to the EA per month.
Qualified Lead Rate: The percentage of leads sent to APOs that meet strict qualification criteria.
Lead qualification efficiency: The ratio of qualified leads to the number of calls made.
Quick Tip
Some SDRs achieve their goal of generating 50 qualified leads with just 80 calls, others vp facility manager email list need 200 calls to reach the same goal.
So you see there is room for improvement here, for example in the effective creation and maintenance of your prospect databases.
Another ratio you could look at is the number of opportunities sent to the EA versus the rate of opportunities actually accepted.
Use these ratios as indicators to identify the best performing SDRs.
For SDRs, excelling means not only meeting their lead generation goals, but also delivering highly qualified leads that don’t waste APOs’ time.
2. Account Executives:
Closing Rate: The percentage of deals closed compared to deals worked.
Expert advice
This also falls, in part, on the aforementioned capacity and effectiveness of the SDR and that is why both are quite interdependent.
That said, it should also be part of the EA's job to coach the SDR and ensure their progress.
SDR Coaching : Why did they accept this deal sent by the SDR? Why did they reject the other one? An AE must be able to demonstrate his process to his subordinate.
It is more difficult to identify strong Account Executives (EAs).
However, a truly high-performing EA is not just someone skilled at closing deals, they must also be adept at discerning which deals are worth pursuing.
In essence, the best closer must excel in both aspects:
You should not only focus on your own closing skills, but also work to help your fellow EAs improve their closing skills.
In addition, they must share their knowledge with SDRs, teaching them how to effectively validate operations and providing them with training in this area.
3. Account Managers:
Upsell rate: The percentage increase in the value of a customer's portfolio throughout their life cycle within the company.
Coaching function : Identify and coach top AMs to improve their skills, just as is done with SDRs.
AMs play a critical role in growing client accounts and/or ensuring long-term satisfaction.
Let's break down some essential metrics for each role:
1. SDRs
Lead Rate: The number of leads sent to the EA per month.
Qualified Lead Rate: The percentage of leads sent to APOs that meet strict qualification criteria.
Lead qualification efficiency: The ratio of qualified leads to the number of calls made.
Quick Tip
Some SDRs achieve their goal of generating 50 qualified leads with just 80 calls, others vp facility manager email list need 200 calls to reach the same goal.
So you see there is room for improvement here, for example in the effective creation and maintenance of your prospect databases.
Another ratio you could look at is the number of opportunities sent to the EA versus the rate of opportunities actually accepted.
Use these ratios as indicators to identify the best performing SDRs.
For SDRs, excelling means not only meeting their lead generation goals, but also delivering highly qualified leads that don’t waste APOs’ time.
2. Account Executives:
Closing Rate: The percentage of deals closed compared to deals worked.
Expert advice
This also falls, in part, on the aforementioned capacity and effectiveness of the SDR and that is why both are quite interdependent.
That said, it should also be part of the EA's job to coach the SDR and ensure their progress.
SDR Coaching : Why did they accept this deal sent by the SDR? Why did they reject the other one? An AE must be able to demonstrate his process to his subordinate.
It is more difficult to identify strong Account Executives (EAs).
However, a truly high-performing EA is not just someone skilled at closing deals, they must also be adept at discerning which deals are worth pursuing.
In essence, the best closer must excel in both aspects:
You should not only focus on your own closing skills, but also work to help your fellow EAs improve their closing skills.
In addition, they must share their knowledge with SDRs, teaching them how to effectively validate operations and providing them with training in this area.
3. Account Managers:
Upsell rate: The percentage increase in the value of a customer's portfolio throughout their life cycle within the company.
Coaching function : Identify and coach top AMs to improve their skills, just as is done with SDRs.
AMs play a critical role in growing client accounts and/or ensuring long-term satisfaction.