Last week, BOL and Salesloft came together to identify key strategies for improving performance measurement and driving business outcomes. Knowing which metrics to prioritize in today’s competitive sales landscape can make all the difference. By focusing on the right data, businesses can streamline their processes, engage customers more effectively, and confidently communicate their success to leadership. Here’s what you need to know.
Prioritize Your Metrics
Focus on both deterministic (e.g., number of calls) and correlative metrics (e.g., the impact of marketing efforts on deal closure). Deterministic metrics offer quick, clear insights, while correlative metrics provide deeper insights into activities that drive growth. By leveraging both, companies can gain a fuller picture of their performance and make informed decisions that directly contribute to their revenue goals.
Touchpoints Matter
Salesloft’s research shows it can take up to 27 touchpoints to turn a lead into a Marketing Qualified Lead (MQL). Understanding how touchpoints affect the customer journey can help businesses accelerate deal cycles and ensure prospects are engaged at every step.
The takeaway? The right number of touches—whether through email, calls, or digital engagement—can significantly impact conversion rates.
Speed vs. Success
While pushing for faster deal cycles is tempting, moving too quickly can hurt success rates. It’s all about finding the right balance.
Consider how quickly leads move through the funnel while ensuring prospects are given enough time to evaluate their options and make confident buying decisions. Finding the right balance between speed and thoroughness leads to more successful deal outcomes.
Focus on Contract Value
Analyzing deal size helps you target the right opportunities and boosts overall revenue. Evaluate deal size to understand which opportunities are worth pursuing and how best to allocate resources. By focusing on the right mix of small and large deals, companies can boost revenue without overwhelming their teams.
Understanding how annual contract value ($ACV) affects your overall sales strategy ensures that your sales team is not only closing deals but closing the right deals.
Maximize Close Rates
Evaluate how changing $ACV and closed/won percentages impact your Sales Qualified Leads (SQL) to meet your targets. Modeling different scenarios—such as increasing deal sizes while adjusting close rates—can help sales teams predict how these variables impact their overall performance targets. This type of forecasting ensures that companies are hitting their goals with the right balance of deal volume and close rates.
Communicating Metrics to Leadership
Do you know what a full account journey looks like at your company—from brand unaware to closed/won? BOL offers closed-loop analytics that helps you gather, analyze, and present key metrics that resonate with executives.
By focusing on the right metrics and using advanced analytics, your team can better align with marketing, optimize performance, improve revenue, and provide leadership with a comprehensive view of how marketing and sales activities contribute to revenue growth. This transparency fosters trust and enables more informed decision-making at the executive level.
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