Performance Measurement and
Executive Dashboards
Sales: Operations and Performance
Jason Garoutte, salesforce.com
Erik Fike, NetQoS, Inc.
Peter Ryan, Allscripts Healthcare Solutions

Safe Harbor Statement
“Safe harbor” statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forward-
looking statements including but not limited to statements concerning the potential market for our existing service
offerings and future offerings. All of our forward looking statements involve risks, uncertainties and assumptions. If any
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the results expressed or implied by the forward-looking statements we make.
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Session Goals
 Understand how dashboards can help you run your
business
 See examples of proven dashboards
 Learn a few tips & tricks

3 Case Studies
1. Managing direct sales at salesforce.com
2. Erik Fike from NetQoS
 Lead distribution
 Asset tracking
 Adherence to sales methodology
3. Peter Ryan from Allscripts Healthcare Solutions
 Forecasting
 Sales rep effectiveness
 Call center management

Jason Garoutte
Vice President, Field Operations
jgaroutte@salesforce.com

A Trick for Adding a Report to a Dashboard
 If you have a thousand reports, it can be hard to find
your report from within a dashboard

So First Copy the ID of Your Report from URL

Then Add Your Component to Dashboard
 Append to the URL: &p2 = <paste your ID>
 Example:
https://na1.salesforce.com/01a/e?m=preview&p4=2&prad=1&retURL=%2F01Z3000
0000Fryj%3Fm%3Dpreview&did=01Z30000000Fryj&p2=00O30000001Xdp8

Perhaps Our Most Important Dashboard
Repeating same
structure for each
region make this
quick to read
Breakpoints set
monthly to
correspond to
targets and quota

How to Track a Sales “Hockey Stick”
Use a line chart to
compare to same
time in prior month
or prior quarter

Clicking a Component Goes to Region Detail
Components can be
set to drill to a URL,
such as another
dashboard

Tracking Big Deals in One Place
Big deal reviews
 Is the forecast
legitimate?

Cross-Functional Teams Review Big Deals
 Leverage executive
contacts
 Drive data quality
 Marshall corporate
resources (like
competitive team or
professional
services)

Regions and Reps are Stack Ranked
 Month to date
 Quarter to date
 Year to date

Regional Managers Have Their Own Dashboard
Typical components:
 Closed so far
 Overall pipeline
 Performance and
pipeline by rep
 Close rate by rep

Managers Rank Sales Reps on Key Activities
 Is it execution?
 Is it pipeline?
 Is it training?
 Color coding is
helpful

Dashboards Great for Tracking Competitors
 Consistent usage is key
 Training
 Enforcement

Bar Charts Help Us “See” Win Rates

Or We Can Actually Calculate Win Rates
Matrix reports can
show more detail
than dashboard

Dashboards Work for Custom Objects Too
 Example: our
“account plans”
 More examples
from our next
speakers

Embedding a Google Spreadsheet

Experimenting with AppExchange Partners

Experimenting with AppExchange Partners

Experimenting with AppExchange Partners

Erik Fike
Senior Business Analyst
erik.fike@netqos.com

About NetQoS, Inc.
NetQoS software and services help service providers, government agencies, and
large enterprises – including half of the Fortune 100 – improve the delivery of
applications over wide area networks by enabling them to monitor application
service levels, troubleshoot problems quickly, and plan for change.
• INDUSTRY: Software
• EMPLOYEES: 200
• GEOGRAPHY: Global
• # USERS: 120 NetQoS Employees, 57 Global Channel Sales Partners, 3
Product Integration & Production Partners
• PRODUCTS: SFA, Service & Support, Marketing, PRM, OneSource Account
Intelligence, Jigsaw, Xactly Compensation Management.

Business Issues
 Even lead distribution across territories
 New leads
 Installed base
 Managing the cost of customer evaluations
 Evaluation request tracking and approval workflow
 Sales order and shipping notifications
 Asset tracking to the serial number level
 Revenue predictability
 Enforce sales methodology (workflow)
 Ensure accuracy of pipeline data (quotes)

Distributing Leads Evenly Is a Challenge
 Business issues with new leads
 Quality – rating, self-qualification
 Even Distribution to manage
• Pipeline Creation
• Rep Workload
 Installed base issues
 Getting higher and wider in our customer accounts
 Our customers are large global organizations – the “Tip of the
Iceberg” effect

We Identify and Correct Imbalances
 Tier 1 Leads
 Leads by
 Territory
 Overlay
 Type
 Workload
 Meetings by
 Territory
 Rep

Ensuring all Reps Have a Fair Chance
 Both Marketing and Sales Management use
this Dashboard to quickly access up to date
Lead distribution data
 Feedback to Marketing and Inside Sales
Management
 Workload / Headcount
 Helps to focus marketing spend in geographies

Business Issues
 Even lead distribution across territories
 New leads
 Installed base
 Managing the cost of customer evaluations
 Evaluation request tracking and approval workflow
 Sales order and shipping notifications
 Asset tracking to the serial number level
 Revenue predictability
 Enforce sales methodology (workflow)
 Ensure accuracy of pipeline data (quotes)

Customer Evals can be Expensive!
 Managing a Pool of Expensive Evaluation Units
 Allocating Units Across Territories
 Managing the Scheduling and Delivery of each Unit
 Recovering the Units after the Evaluation is
Complete

Finite Pool of Evaluation Units
 Regional directors are responsible for the approval
of eval units within their territories
Approved by
Eval Request Build Order
Regional
Entered Created
Director
Unit is Built &
Shipped to Unit Age Eval Unit
Customer Monitored Returned

Quick Turnaround Reduces Costs
 Requests
 Distribution by
Territory
 Total Eval Pool
 Overdue Evals
- Loserboard

Business Issues
 Even lead distribution across territories
 New leads
 Installed base
 Managing the cost of customer evaluations
 Evaluation request tracking and approval workflow
 Sales order and shipping notifications
 Asset tracking to the serial number level
 Revenue predictability
 Enforce sales methodology (workflow)
 Ensure accuracy of pipeline data (quotes)

Turning Evals into Closed Business
Revenue predictability issues
1. Certify sales reps in our products and use of
Salesforce
2. Enforce sales methodology
3. Quote and manage opportunities from a single
price book = pipeline is accurate!

Workflow/Dashboards Enforce Methodology

Workflow/Dashboards Enforce Methodology
Workflow alerts remind
reps to follow the sales
methodology!

Pipeline Reflects Every Proposal

Big Picture on a Single Page

What are the results?
Dashboards for:
 Worldwide Sales
 Region
 Territory
 Each Department has it’s own dashboard
 Ops Report and Management Meetings
 Leaderboard and Lists to Avoid

Peter Ryan
Manager of Sales Operations
peter.ryan@allscripts.com

About Allscripts Healthcare Solutions
Allscripts is the leading U.S. provider of clinical software,
connectivity and information solutions that physicians and other
healthcare professionals use to improve patient care.
• INDUSTRY: Medical Software
• EMPLOYEES: 1,000
• GEOGRAPHY: United States
• # USERS: 247 Users
• PRODUCTS USED: Clicktools, ExactTarget, Adoption Dashboards

Key Challenges
 Business Challenges
• Long sales cycles
• Outside sales team
• Managing an internal call center
 Process Challenges
• Creating reliable quarterly sales forecasts
• Tracking sales activities
• Auditing activity information

Creating Reliable Quarterly Sales Forecasts
• Focused on % probability of close
• Worked from total pipeline
• Set firm pipeline amount and count goals
• Created a historical pipeline trend line

Rank Sales Reps
• Expected revenue
• Sum weekly
• Track over time
• Created a historical
pipeline trend line

Historical Pipeline Trendline
• Always begins high and then slips Week
1 65%
• Fairly consistent pattern 2 71%
3 64%
4 65%
$ 5 57%
6 73%
7 79%
8 105%
9 112%
10 117%
11 118%
12 130%
13 141%
Week 1 Week 6 Week 12

Tracking Sales Activities
• Set quarterly goals for reps
• Color coded dashboard based upon % of goal
• Stack ranked sales representatives

Auditing Activities
• Used by managers
• Group by sales rep
• Then group by account
• Look for odd patterns

Example
• Review Activities
• Subject does not match
type
• Training issue

Challenges in Call Center Management
• Tracking opportunities
created
• Tracking Activities
• Motivating additional
call activity
• Calculating
commissions

Tracking Activities
Activity Tracking Process
• Provide daily call results per rep
• Sum for the week
• Sum up for the entire month
• Break down activity types to show
how they spent their day

Motivating Additional Call Activity
• Provide side by side comparisons
• Provide personalized dashboards
• Tie commission to dashboards

What were the results?
• Increased adoption by 10% last year
• Increased report / dashboard views by 25%
• Increased internal call volume by 40% in 6 months
• Increased executive awareness of largest
opportunities

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QUESTION & ANSWER
SESSION
NetQoS, Inc. Erik Fike
Senior Business Analyst
Allscripts Healthcare Solutions Peter Ryan
Manager of Sales Operations
salesforce.com Jason Garoutte
VP, Field Operations