The 5 Most Important Sales Performance Metrics Every Rep and Manager Should Track

作为销售经理或领导者，您的问题可能不是数据。它太很多数据。

After all, with the latest tools, we can measure everything -- and we do. From the percentage of reps using your CRM and cohort retention rate to the average time to hire and sales velocity, there’s a nearly endless list of metrics, reports, and data points.

老实说：这是压倒性的。当您不知所措时，您无法分析数据，解释并做出明智的决定。

那么解决方案是什么？缩小您的注意力。而不是跟踪一切，而是跟踪最重要的事情。不仅了解趋势及其意义会更容易，而且您还可以更快地执行分析。

A business uses performance metrics to determine if their outcomes align with the goals that were set. If a performance metric falls below the range that was set, this indicates underperformance. And if an outcome falls within the range or above it, the business is meeting its goals or exceeding them.

The “right” metrics depend on your sales organization, industry, and company. However, these five metrics tend to be important for sales leaders across the board.

这是您的销售团队应衡量的最重要的销售绩效指标。

1. Percentage of sales team hitting quota

Quota attainment, or the percentage of salespeople meeting or exceeding quota, tells you whether your quotas are too high or low. As a rule of thumb, your quotas are likely unrealistic if less than 60% are hitting. It’s also possible that you need to hire better salespeople and/or fire the underperformers. The last potential culprit? Your sales compensation plan. Take a look at your pay structure to see if you’re pulling the right levers to get reps to sell.

另一方面，如果90％至100％的销售人员达到配额，则可能在海上。查看您的配额设定方法；您可能想增加目标。

2. Average deal size

您的平均交易规模是通过将您的总交易总数除以这些交易的总金额来计算的。

Looking at this metric on a monthly or quarterly basis tells you whether your contracts are getting larger, smaller, or staying the same. If you’re trying to move upmarket, you want the average deal size to increase. If you’re trying to land more SMB customers, you want this number to go down (and your overall revenue and number of customers to go up).

平均交易规模can also help you spot potentially risky deals. Let’s say one of your salespeople adds an opportunity that’s four times larger than normal to the CRM. Not only is the probability of closing lower, but the sales process will likely take longer. You should make sure the other deals in this rep’s pipeline are near-sure bets and that they’re not putting all of their quota eggs in one basket.

In addition, look out for any salespeople whose average deal size is significantly lower than the team average. This may mean they’re going after low-hanging fruit and need to push themselves to target more competitive or larger customers. Alternatively, they might be discounting too aggressively.

3. Conversion rate or win rate

您的转化率或获胜率可以衡量最终成为客户的潜在客户百分比。如果您每月获得约500条线索，并且平均50购买产品，则您的转化率为10％。

该指标可以帮助您计算成目标目标所需的潜在客户。例如，如果您的每月团队配额为80万美元，并且您的平均交易规模为$ 1,000，则您的销售人员需要完成800笔交易。而且，如果10％的潜在客户成为客户，则每月需要8,000个潜在客户。

历史转换率还表明您的代表是否变得越来越有效。如果平均获胜率正在攀升 - 并且您正在完成相同或更大数量的交易 - 那么销售业绩正在提高。

If win rate is dropping -- and your quantity of deals is flat or decreasing -- something is probably wrong with your process, team, and/or lead generation efforts.

请记住，当您搬上市时，您的获胜率可能会下降。从SMB到中型市场的转变，或从中部市场到企业，总是会导致临时下降。

4.收入

归根结底，收入是您最重要的KPI。但是，尽管总收入似乎是一个相对简单的指标 - 仅仅是您在特定时间范围内收到的钱，包括折扣和返回的商品/产品，但有些细微差别。

If you’re a subscription business, you probably track revenue by monthly recurring revenue (MRR), or the total amount of predictable revenue you receive each month, and annual recurring revenue (ARR), the total amount of predictable revenue you receive each year.

If you have 30 customers, and the average amount paid per month is $50, your MRR is $150 and ARR is $1,800 (or $150 x 12.)

分解您的收入以查看：

• Percentage of new business（以前从未从您公司购买任何东西的客户）bob全站app
• UpSell/Cross-Sell/扩展的百分比（现有的客户购买另一种产品或升级到更高的层或包装）
• 续约百分比（将合同延长一个月，六个月，年等的客户）

Depending on your business goals, growing a specific percentage will be important. Maybe most of your customers are churning after the half-year mark; as you worked to improve customer retention, you’d want your renewal percentage to climb.

或者你想要改善你的交叉销售rates. The second percentage is the one you’d want to increase.

回顾您的硬数字也至关重要。如果一个百分比增长，其他人自然会减少，但这并不意味着您的新业务收入正在下降。

5.销售渠道泄漏

Measuring sales funnel leakage tells you where prospects drop out of your funnel at the greatest rates.

为了确定您的泄漏点，请跟踪阶段的转换率。例如，假设40％的新潜在客户同意进行发现电话。其中一半进入了演示阶段。最终只有5％的购买。陡峭的下降表明您的销售人员可能a）不够资格，b）给出不良演示，/或c）谈判不佳。了解这些潜在问题，您可以更仔细地观察它们，以确定真正的罪魁祸首。

通过查找和改善这些弱点，您可以显着改善结果。要了解有关销售指标的更多信息，请查看这些KPIs that all sales managers should measure下一个。