22 Must-Have Sales Operations Metrics

By Pete Furseth

Kramers Hair on Fire

Role of Sales Operations

Every sales operations professional knows that data matters. The problem is, you’re not sure which data matter or who they matter to. We share 22 sales operations metrics for your to track. You will find them broken out into 4 easy categories: Sales Pipeline, Sales Process, Sales Resource, and Finacial.

Most of the time, your sales ops team is running around with their hair on fire. It is one ad-hoc report after another. Some are for sales leadership, some are for finance, but few are directly supporting your sales reps. The fundamental role of sales operations, however, is to improve the sales process, which is in direct support of your sales reps.

To improve the sales process you need to:

  1. Measure existing sales process
  2. Identify inefficiencies
  3. Eliminate friction
  4. Measure the result
  5. Repeat

It is time for sales ops professionals to take ownership of the sales process. Your job is to improve sales efficiency and effectiveness. Let the fires burn and shift your focus instead to preventing future fires.

Measure Metrics Through Time

Once you determine which metrics are most important to your organization (suggestions below), you need to start measuring. More importantly, you have to start record these metrics through time. By comparing through time, you can measure improvement and identify areas that need more attention. You will have a performance benchmark and will quickly pick up business changes through trend analysis.

To measure through time requires you to create a repeatable measurement process. If your metrics take a week (or a day) to pull together you’ll have to get the hose back out and start putting out fires again. You need to automate the measurement process. It should take minutes, not days, to update and record your sales metrics. By automating these measurements, you can spend your time identifying inefficiencies and eliminating the frictions in your sales process.

Be Able to Filter Metrics

All the metrics you track should be filterable. This means you should be able to look at these metrics for any subset of the data. If win rate is one of the metrics you track, you should be able to look at win rate by region, sales position, product, month, or down to the individual sales rep. Do you currently have a way to look at data this way?

While many of us use Excel spreadsheets, they are not easily repeatable and are prone to error. To do this right you need to use a database or a third-party analytics platform. This creates an easy and repeatable process to answer ad-hoc requests. Which, again, frees up your time to improve sales efficiency and effectiveness.

Sales Operations Metrics


Sales Pipeline Metrics

  1. Pipeline Forecast – Do you know the expected value of your sales pipeline this quarter? This forecast should be made each quarter and updated at least once per week.
  2. Open Opportunities – Your open opportunities represent all of your sales team’s swings.
  3. Win Rate – While we hope all swings are hits, your win rate is like your batting average. You need to track it by Go to the full article.

    Source:: Business 2 Community

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