Sales Performance Measures
Measure Effectiveness -
Direct & Indirect Sales
Anand Subramaniam

“The most important thing about having
goals, is having one.”
- Geoffrey F. Abert
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Direct & Indirect Sales Measurement
Sales
Demographi Rate of
Methodolog
c Change
y
Measure
s
Customer
Relationshi Performanc
Sell Cycle
p e
Analysis
Managemen Assessment
t
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Demographics
 Market share
 Sales person ramp-up period
 Sales person to sales manager ratio
 Size of average annual target / market
 %age of sales force achieving quota
 %age of direct vs. indirect sales force
 %age of internal vs. external sales force
 %age company revenue by sales category
 %age company revenue by customer type
 Current annual sales person turnover rates
 Sales person to sales support personnel ratio
 Average years of sales experience by sales person
 Planned sales force size change over next four quarters
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Sales Cycle Analysis
 Average deal size
 Length of average sales cycle
 %age of proposals resulting in a sale
 %age of deals that close as forecasted
 %age of presentations resulting in a sale
 Number of calls required to close a deal
 # (average) days – from lead generation to conversion
 %age of initial meetings that progress to a presentation
 %age of leads that progress to an initial customer
meeting
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Rate of Change
 %age of new sales person hired
 %age change in competitive activity
 %age of new product introductions
 %age change in entry into new markets
 %age change in customer’s marketplace
 %age change in breadth of product line
offerings
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Performance Assessment
 # of new leads
 # of bids / proposals
 # of discounted sales
 # of win / loss reviews
 # of targeted prospects
 # of new reference sites
 # of new channel partners
 # of properly qualified prospects
 # of new case studies conducted
 # of customer care programs implemented
 # of new business from existing customers
 # of renewed business with existing accounts
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Sales Methodology
 Amount $ spent on customer training
 Annual $ spent in training / sales person
 Amount $ spent to revamp the sales
methodology
 Impact of sales methodology on
performance
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CRM
 $ spent on CRM user training
 CRM application adoption rate
 CRM vendor satisfaction rating
 # of CRM systems / vendors evaluated
 # days for CRM system implementation
 CRM project costs: actual vs. budget
 Impact of CRM on sales performance
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“Facts are stubborn things; and whatever
may be our wishes, our inclinations, or the
dictates of our passions, they cannot alter
the state of facts and evidence.”
- John Quincy Adams
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Good Luck
http://www.linkedin.com/in/anandsubramaniam
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