Everybody has an opinion on which sales metrics are the greatest, most effective and innovative (ourselves included). There’s no doubt that sales metrics are vital to maintaining visibility into the health of your sales process.
However, there’s a big difference between knowing you’re supposed to be tracking sales rep performance and actually being able to do it. That’s where sales metric tools come in.
We’ve compiled a list of the top 5 tools that, when combined together, will give you complete visibility into sales metrics:
Tool #1: CRM
Let’s get the obvious choice out of the way first. A CRM such as Salesforce or Microsoft Dynamics typically serves as the main hub of information for prospects and customers. The data held in CRM is a goldmine for sales leaders—it serves as the foundation for reports and forecasts used to make strategic business decisions.
A word of caution though: according to Hubspot, 88% of CRM users enter incomplete contact information and 69% of businesses have out of date CRM data. If you’re using CRM as the foundation for your sales metrics, make sure it’s a solid one.
Tool #2: Marketing Automation
CRM covers the sales information, but what about marketing? All those leads coming into the pipeline from marketing need to be accounted for, and the valuable data tracked by marketing automation platforms such as Hubspot or Marketo helps your sales reports depict a complete view of prospects’ activity.
If cutting marketing out of your sales metrics is like skipping the first chapter of a book, omitting buyer engagement is like sawing the book in half. To fully understand which activities, behaviors and strategies are working on the sales side, you need to track their effectiveness with buyers.
A Buyer Activity Tracker monitors and logs the sales interactions from the buyer’s side, such as time spent viewing sales materials (down to the second), amount of content shared with other members of the buying team, deal health through amount of interactions over time and more. These metrics are incredibly valuable because they’re real-time, allowing your sales reps to take action before the deal starts to slip.
Tool #4: Sales Rep Activity Tracker
Once you know how buyers are responding to sales content and interactions, you need to be able to coach your sales reps in the activities that are most effective. In order to achieve this, you need to know what your sales reps are doing. How many calls are they making? What kinds of emails are they sending? Which sales materials are they using?
A Sales Rep Activity Tracker can not only log everything your reps do on a daily basis – it identifies the differences between what your A sellers are doing versus your C sellers. This visibility into sales is absolutely essential in order to improve your selling process and increase win rates.
Tool #5: Data Visualization
By integrating CRM, marketing automation, and sales rep and buyer activity tracking, the amount of useful data available to your company will pile up. The next question is what you’re doing with that data. Are you spending time compiling individual reports from each platform and trying to make guesses on how they all fit together? There’s an easier way.
A sales enablement platform integrates with all of these platforms to aggregate the information and use a big data analytics engine to identify useful trends. Next, it visualizes that data in a way for sales reps, sales managers and marketing to tell at a glance what’s working and what’s not. Finally, a sales enablement platform can even automate guidance and coaching, suggesting effective activities to sales reps based on specific selling situations or personas.
It turns sales reports into sales improvement.
Tying it all together
With these 5 tools for measuring sales metrics, you’ll get a clear idea of how well your sales process is doing and what actionable steps you can take to improve sales performance.
These 5 sales tools work well individually, but sales teams get the most value from integrating them all together within a sales enablement platform. Accent Accelerate gives sales teams an easy solution for tracking sales rep and buyer activity and visualizing data. Integrating CRM and marketing automation is a simple process that increases the value and user adoption of each platform’s functionality.
Schedule a 10-minute demo to see how a sales enablement platform gives you actionable, quality sales metrics.
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