It’s not too early to begin planning the reactivation of your sales team’s efforts, as companies start to signal a shift toward rebuilding or recovery planning for business stabilization. Our ability to examine leading and lagging indicators from pre-pandemic, January 1 to March 15, to during the pandemic, March 16 to May 30, provides an opportunity to establish a clear baseline of new key performance indicators (KPIs) to finish as strongly as possible in 2020.
Sample sales metrics and analytics: Pipeline driving high activates (BDR) |
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Metric |
Goal period |
Pre-pandemic |
Old KPI |
Pandemic sampling period |
New KPI |
New opps created |
Monthly |
Jan 1–Mar 15 |
10 |
Mar 16–May 30 |
? |
Inbound & outbound |
Monthly |
Jan 1–Mar 15 |
15% |
Mar 16–May 30 |
? |
Sales activities per opp |
Trailing 30 |
Jan 1–Mar 15 |
50 |
Mar 16–May 30 |
? |
Client discovery calls |
Monthly |
Jan 1–Mar 15 |
150 |
Mar 16–May 30 |
? |
Email campaign |
Trailing 30 |
Jan 1–Mar 15 |
14% |
Mar 16–May 30 |
? |
*BDR = business development representation
MQL = marketing qualified leads
SQL = sales qualified leads
Sample sales metrics and analytics: Revenue formula (AE) |
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Metric |
Goal period |
Pre-pandemic |
Old KPI |
Pandemic sampling |
New KPI |
Bookings |
Monthly |
Jan 1–Mar 15 |
$70,000 |
Mar 15–May 28 |
? |
Opps added |
Monthly |
Jan 1–Mar 15 |
20 |
Mar 15–May 28 |
? |
Win rate |
Trailing 90 |
Jan 1–Mar 15 |
26% |
Mar 15–May 28 |
? |
Average selling price |
Trailing 90 |
Jan 1–Mar 15 |
$25,000 |
Mar 15–May 28 |
? |
Sales velocity |
Trailing 90 |
Jan 1–Mar 15 |
63 days |
Mar 15–May 28 |
? |
*AE = account executive
These are the steps required to establish those new KPIs that will drive clear expectations and the right priorities across your sales team:
Your ability as a leader to establish the new baseline of KPIs is critical as you begin to develop your sales planning for Q3 2020. By reviewing your pre-pandemic and pandemic sampling periods, you will be able to provide your team, executive leadership and investors with measurable short-term goals. It’s important to give a clear vision for your people and performance, and build a sense of purpose to guide the right priorities and begin shifting to quantifiable outcomes.