28 kpis每个销售经理都应在2021年衡量

销售经理，尤其是现场销售经理 - 通常会感觉自己被困在雾中。如果没有定期在该领域的身体状况，就很难对其团队和业务运营进行标签。取而代之的是，他们严重依靠自己的田野代表成为他们的眼睛和耳朵。

这best way for field managers to gain visibility into their team’s activity is to collect and measure both team and product performance through KPIs.

KPIs, or Key Performance Indicators, are metrics used to track the performance of a business, a department, or individuals against goals.

关键是选择与您的行业和业务目标最相关的KPI - 专注于错误的对您的公司来说可能是昂贵的。bob全站app为了节省您一段时间，我们缩小了常用KPI的列表 - 确定我们认为对管理现场销售团队最重要的列表。

1.按位置按销量

By comparing sales volumes across locations, including physical stores and online transactions, you'll see where demand for your product is highest and lowest. From there, you can figure out why.

如果区域A的销售量很大，则可能存在较高的需求，在这种情况下，您可以专注于为该地区定制某些产品和服务。或者，如果您要比较跨物理商店的数字，则可以利用A/B测试。

For example, if two locations see relatively similar sales volume in January, try implementing a promotional sale in one location and not the other in February to see if it drives sales.

除促销销售外，您还可以尝试其他策略，例如架子显示，折扣，优惠券，演示或样品。

2.竞争对手的定价

尽管经理和企业主不应跟踪竞争对手的一举一动，但要意识到自己的定价可以帮助创建竞争策略。如果您的价格没有太大的差异，则可以考虑一种价格匹配策略，以确保客户的价格最低，而您的销量最多。

此外，通过跟踪产品的平均零售价，您可以衡量降低价格或实施促销的影响。

并确保您正在培训您的代表以处理pricing objections适当。尝试角色扮演练习，以便他们准备讨论价格而不拖欠折扣。

3.现有客户参与度

出售后与客户保持良好的融洽关系对于确保长期业务很重要。通过定期与客户接触以了解情况的发展以及如何提供帮助，销售人员可以建立信任并保持客户满意。

当代表始终可用来提供帮助时，客户知道他们总是会有某个人来满足他们的业务需求。

Beyond benefiting your company’s business outlook, keeping in touch with clients supports your business's strategic goals as well — it's asales metric that matters。

Ask your salespeople to keep a tally of interactions they have with each of their customers, then compare the number of touches to the average length of a client relationship.

例如，如果您注意到您的前10名长期客户触摸基础，每季度大约一次销售代表，请更深入地看待。这些触摸基础是什么样的？代表多久遇到他们能够帮助客户解决的问题？

4. Employee Satisfaction

准备好新闻了吗？bob官网官方网站A 2020 survey by Emplifyfound that 75% of employees are moderately engaged in their work. Moreover, just 18% of employees can be responsible for数千美元的生产力损失。

在销售中工作需要持久性，有时代表可能会用尽蒸汽。所以你之一biggest challengesis making sure your sales reps are motivated and enjoy their work.

与远程的劳动力,你如何让你的销售s force in sync? Do they feel like they’re part of a team? Do they agree with the sales methods that you’ve implemented?

员工的反馈对于成功的销售文化至关重要。KPI不仅用于衡量您的团队成员，还用于您作为经理的表现。因为员工满意度可能很难量化，请尝试要求每个员工在数字范围内对工作满意度进行排名，以及一些合格的问题，以了解是什么使他们感到高兴或不快乐，然后将结果与您的目标进行比较。学习也是一个好主意如何在销售人员中发现倦怠并确定迅速对抗的计划。

5. Upsell and Cross-Sell Rates

Who are the most qualified leads in your CRM? Your existing customers. Have your reps track theirupsell and cross-sell numbers并使用该数据来确定某些垂直行业是否对某些产品或服务音高的响应很好。

例如，如果代表有好运，将功能X卖给客户，将产品包Y六个月与您一起居住 - 这可能是一个值得的里程碑，可以添加您的销售流程。

Look at when, how, what, and to whom your reps are upselling and cross-selling, and adjust your efforts accordingly.

6.销售周期长度

同样，重要的是要查看团队销售周期的平均长度。有些代表是否在三个星期内关闭，而另一些销售代表则在六个星期内关闭？船上六个月的搅拌率是多少？

Analyze what sales cycle length produces the highest number of closed-won business. And don't forget to also look at how successful those deals are down the line.

如果您有一个在创纪录的时间内关闭业务的代表，但是您会发现他们的客户对您的解决方案不满意，并且经常在九个月后搅动，那么更长的销售周期可能会产生更健康的业务。

一旦获得KPI的数据，请分析信息以了解为什么您获得这些结果。然后，确定如何提高性能并遵循行动。请记住，与建立KPI一样重要，它们必须始终与一个overarching goal。

7. Close Ratio

Close ratiomeasures how efficiently a salesperson or team is closing deals based on the leads they’ve worked. This metric works in conjunction with system touches to help quantify the effectiveness of your sales team’s outreach strategy. Close ratio can be calculated by dividing the number of actual closed deals by the number of lead opportunities the salesperson had during a given time period.

您的业​​务发展代表经常使用冷宣传方法积极勘探。以下KPI可以帮助销售经理跟踪BDR绩效：

1. Activities

这number of BDR sales activities per rep in a set amount of time can give you an indication of their productivity level. You might consider measuring:

• 电话数量
• Number of emails
• 会议安排

请记住，这不会说明整个故事。一些代表可能会专注于质量而不是数量。但是，它确实为您提供了衡量生产率的基线。

2. Opportunities Created

这是经理的指标consistently monitor。

As alluded to in the previous section, sales activity means nothing unless it results in tangible pipeline growth. For this reason, productivity metrics such as sales activity are best compared to the number of opportunities created by the BDR.

您将了解哪些活动最有效，哪些代表从他们的努力中产生最大的结果。

您的销售人员如何为您的业务在其特定领土上的扩展做出贡献？谁达到他们的配额？您的团队中有多少百分比在打他们的电话号码？配额太高吗？太低？

Share this data with your team so they can see how they stack up against other reps. There’s nothing like a little competition to get your team motivated.

3.发送的提案

无论BDR是否会培养关系本身，还是将潜在客户交给客户经理，发送的建议数量都可以为您提供指示，如果BDR向合适的人探测并产生真正有兴趣的SQL和机会。

4.交易获胜

尽管BDR不负责结业业务，但您想对出站工作产生多少新业务来保持一致。监视每个代表赢得的交易数量，在整个团队的其他成员中，可以帮助您在预算和重新投资销售时做出明智的决策。

5.客户获取率

另一个常用的测量是c的速度lient acquisition. Of the new prospects your reps reach out to, how manyconvert to customers？某些销售人员比其他销售人员表现更好是很自然的 - 但是，如果转化率之间存在很大的差异，请深入研究。

Are lower-performing reps approaching bad-fit prospects? Is there something that over-performers do in sales meetings that others don’t?

将转换率与代表伸出的前景数量进行比较。如果您发现在一定数量的触摸之后转换会减少，请使用该数字作为基准，以防止您的代表被烧毁或伸展太薄。

Finally, use conversion rates to compare different outreach methods, such as emailing or cold calling versus pursuing face-to-face interactions.

尽管上一节中的某些KPI也可能适用于您的销售开发代表，但请记住，SDR主要对入站线索做出反应。因此，您也应该通过这些KPI跟踪他们的性能：

1. Average Response Time

If a lead is flagged as qualified by your marketing team, or if that lead indicates interest by filling out a form, there's no time to waste and no need to keep the lead waiting. Always benchmark response time and encourage reps to improve it. That way, they're catching leads while the pain or problem is top of mind.

2. Percentage of Leads Followed Up With

您希望您的SDR与所有合格的潜在客户联系，如果您的团队挑选樱桃，那将不会发生。该指标还可以让您深入了解生产力和带宽。

3.正面与负答复率

在跟踪此KPI时，请考虑通过任何渠道的所有潜在客户作为二进制答复 - 潜在客户是或不感兴趣的。它基于情感，而不是客户获取。这就是区别于其他指标的原因。

同样值得注意的是，它是在潜在客户水平上进行衡量的，这意味着重要的是联系的前景总数。但是，与他们联系的许多电子邮件，电话或其他触摸都不会反映在图中。该指标表示为一个百分比 - 如果联系50个潜在客户，并且有3个响应肯定，那么正回复率为6％。

SDR应该跟踪这一数字，标记正面答复以识别趋势。该指标可以暴露缺陷并突出销售过程等各个方面的好处，例如外展节奏，勘探方法和渠道偏好。

4. System Touches

Ideally, you'd like your sales process to be fairly "low touch," meaning your salespeople are closing new business efficiently for your company and your consumer.

如果您查看销售人员的季度数字，并发现他们错过了配额，并且每次封闭式交易的接触点非常高（例如，五次视频会议，11封电子邮件和7个电话），则可能是时候重新审视了该代表的策略有效。

分析您最成功的代表的平均接触点。他们的封闭式比赛平均交易平均三次视频会议，八封电子邮件和四个电话吗？要求这些代表分享他们的策略，技术和建议，以简化团队的平均集体销售周期。

5. Meeting Acceptance Rates

始终如一地着陆约会接受是出色的销售代表的标志。这意味着他们可以对前景产生紧迫感。通常，潜在客户试图推开会议，不要认真对待他们，或者只是停止响应。如果SDR定期登陆会议，则意味着他们在计划中将您的产品或服务优先考虑您的潜在客户。

该费率是通过将会议时间表的数量除以从潜在客户那里获得的答复总数来计算的。这是一个有价值的指标，可以理解您的代表的销售敏锐度和销售培训的功效，特别是在反对处理方面。

6. SQL-to-Customer Conversion Rate

Your SDRs may not have much control over how many leads are generated, but they certainly have a hand in turning those leads into customers.

Low conversion rates across the board can indicate an issue with your lead generation and qualification process. Low conversion rates with specific reps can help you make decisions about ongoing training and development.

7. Deal Win-Loss Ratio

尽管SDR可能没有参与完成交易，但双赢率可以表明前景一路上的体验质量。

For organizations with sales and marketing departments, it can be difficult to measure sales performance. After all, how do you know the handoff is successful?

Here are KPIs that can give you a clue:

1.每个生命周期阶段的铅百分比

如果您分解潜在客户生命周期阶段(e.g. Lead, MQL, SQL), you may be able to see the pinch points and bottlenecks across the two departments.

营销负责增加将其降低到MQL的铅百分比，MQL和SQL之间发生的交接，销售负责将SQLS变成机会。但是，如果销售没有得到正确的潜在客户，销售数字将受到影响。您将开始诊断这些指标的管道问题。

2. MQL-to-Customer Conversion Rate

考虑到这一点，营销和销售都对MQL到客户的转化率都有兴趣。

营销是因为它们提供了MQL和销售，因为它们将这些MQL变成客户。因此，提高这个数字应该是一个共同的目标。

3. Average Length of Customer Lifecycle

这客户生命周期指客户在购买（及以后）的道路上经历的不同阶段。减少第一印象和第一次购买之间的时间是组织的最大利益 - 从理论上讲，这将降低获取成本并更有效地产生客户。

营销和销售都在这一生命周期中都有股份，并且可以继续迭代改进以缩短它。

4. Volume of New Opportunities

In order to achieve alignment between sales and marketing teams, tracking the volume of new opportunities is going to be important. Before measuring this KPI, both teams will need to agree on what a new opportunity is. While there is no universal definition, a销售机会is usually a qualified prospect who has a high probability of becoming a customer. The sales pipeline begins with opportunities, which turn into deals and customers. Marketing and sales must work together to qualify leads and create more opportunities.

5.每个线索成本

该指标通过衡量潜在客户从营销到销售方面的发展方式来有助于量化营销活动的成功。每个线索的成本越低，该活动越有效为销售团队带来潜在客户。

You can calculate the cost per lead by dividing the campaign budget by the number of leads acquired from the campaign.

6.每次收购成本

从市场研究到交易封闭，每次收购成本measures every effort a business takes to acquire a new customer. An acquisition may be defined in different ways such as form fills, asset downloads, or actual deals closed. If you’re measuring this for both marketing and sales, deals closed may be more informative for both teams.

Cost per acquisition tells you just how much your business spent to welcome that customer onboard. By comparing this metric over time, your marketing and sales teams can learn what works and focus on those activities. In turn, the cost per acquisition should decrease, making both teams more efficient at closing new business.

7. Customer Retention Rate

Just because a customer signed a contract with your company doesn’t mean you’re done earning their business. Tracking how well your team is meeting the customer’s needs is key to customer retention. Customer retention measures how well a business retains its customers and their revenue over time. While there are您可以衡量客户保留的几种方法, it’s easier to have a single metric to review on a regular basis. You can calculate a single number bymeasuring customer retention rate with this formula。

8.每个帐户的平均收入

您是否知道您的帐户平均在您的业务上花费了多少？如果没有，您应该开始跟踪此KPI。了解帐户的平均收入可以帮助您的营销团队通过更相关的广告系列来确定受众，并帮助您的销售团队参加基于帐户的销售approach to new prospects with similar business models to accounts with high average revenue.

9. Net Promoter Score (NPS)

您的NPS是客户向其他人推荐您的产品/服务的可能性。

该调查要求参与者以0-10的规模对推荐的可能性进行排名。它们的数值排名分为三类：

• Promoters (9-10): They like you — they really like you. Not only will these customers likely renew, but they also won't hesitate to recommend you to friends or colleagues.
• 消极者（7-8）：他们很满意，但仅此而已。被动赛的竞争选择已经成熟，因为他们认为您的产品/服务是现状。
• 批评者（0-6）：他们不喜欢您 - 他们真的不喜欢您。批评者可能会流失，可能会告诉其他人避免与您开展业务，并对您的品牌造成最大的损害。

Send your NPS regularly — and remember not to send it too early to new customers. There will always be kinks that need to be worked out of the system before an NPS is sent.

调查发送的节奏取决于您的业务和目标。根据经验，从每三到六个月发送一次NPS开始。

要计算您的分数，请从启动子百分比中减去批评者的百分比。您也可以使用此方便NPS公式。

10.客户寿命价值（CLV）

“客户寿命价值是指示企业可以从一个客户帐户中合理期望的总收入的指标。它考虑了客户的收入价值，并将该数字与公司预测的客户寿命进行了比较。”bob全站app

确定哪些客户群或买方角色将推动公司的收入最多，这是一个至关重要的指标。bob全站app

Its applications aren't limited to accounting for broad portions of your customer base. The figure can also be used to gauge the value of individual accounts and, in turn, your account managers' ability to engage existing clients. Their ability to consistently provide value to their clients can be measured, in large part, by the value they offer back.

An account manager can demonstrate they're actively involved with their clients with a high average customer lifetime value. It shows they know how to establish rapport and keep clients loyal to your business as time goes on. It's a valuable KPI to bear in mind when getting a feel for account managers' overall performance.

跟踪KPI

一旦获得KPI的数据，请分析信息以了解为什么您获得这些结果。然后，确定如何提高性能并遵循行动。请记住 - 与建立KPI一样重要，它们必须始终与总体目标相关。

Editor's note: This post was originally published in June 2019, and has been updated for comprehensiveness.

Originally published Mar 9, 2021 2:00:00 PM, updated March 10 2021