1. Financial Measures
% Budget/Quota/Goal Attained
This is the standard way that most companies use to assess if their salespeople are following or exceeding their financial plan. This indicator is used to support current trends and to help identify areas where more focus can be put to reach the desired goals.
Sales by Customer Segment
This data provides information on which segments generate the most sales. It also shows whether other opportunities are being overlooked or if salespeople might need additional training in order to be more successful in a particular segment.
Sales by Product Type
It can highlight the success of the product line and possibly identify areas for improvement. Additional refinement and comparisons can help identify areas of demand where effort has been applied or highlight the proficiency or deficiency in an area or salesperson.
Geography determines sales
This metric shows how sales are distributed geographically. Analyzing may indicate that there are more salespeople available. The ability to compare sales by geography can also help identify potential causes of territory variance and may even suggest ways to redesign territories.
Sales to New vs. Sales to New vs. Existing Customers
This crucial measure gives insight into where salespeople are spending their time. It shows whether accounts are being built or if they’re prospecting for new clients.
Forecast vs. Actual Results
It is essential to establish metrics that show where the salesperson is at each stage of the sales cycle, especially in complex situations. The salesperson should be able to predict the future and have a good understanding of the territory and the markets.
Budget vs. Actual Expenses
Highlights the performance relative to budgeted expenses. These measures, when taken at the salesperson level, can help reduce costs and show how the salesperson manages her finances.
Average Revenue per Customer
This measure gives a BIG PICTURE of selling effectiveness. This measure is subject to change over time.
You can evaluate the effectiveness of the penetration and depth of penetration within the market. Growth is usually defined as an increase in customer revenue and retention.
Salesperson rankings in the company
Rankings can be very useful in helping managers identify the top salespeople based on the measured. Rankings can encourage friendly competition among teams and motivate top performers to continue their efforts as they recognize the implicit recognition of achievement.
2. Activity Measures
# of new account calls
This indicator will tell you if your salespeople are actively looking for new business.
# of calls by segment
This indicator will tell you if your salespeople are reaching out to prospects in the markets where the company is looking to concentrate.
# of calls based on account size
This indicator will tell you if the salesperson is calling high-potential volume prospects or low-potential volume ones.
# of Proposals submitted / Closing Ratio
This indicator will show you how far your business is developing and how efficient the sales process is.
# of competitive wins
This measure measures a salesperson’s competitive knowledge and their effectiveness in differentiating solutions for their customers.
3. Customer Measures
Customer retention ratio
This is a crucial indicator of customer satisfaction. This provides information about the stability and tenure of the salesperson with their customer base when it is compared across different territories.
# of Buying Centres within an Account
This measures the number of buying centers that the salesperson is prospecting for within an account and the depth of account penetration.