If you’re running a SaaS company and selling to the millions of customers in the SMB market your sales organization will be very similar to other SaaS companies. Below is a no frills post on key 7 metrics you need in your inside sales organization.

1. AAyuja © 2013
Disclaimer: This presentation and the information provided here is indicative in nature and
should not be treated as views of the organization.
7 Inside Sales Metrics (and Goals) for SaaS
Companies
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2. AAyuja Internal and Confidential © 2012
SaaS Sales Metric #1 – Leads
There is a pattern with great sales
organizations. They bring in a steady flow
of high quality leads. Finding the best
sales organizations bring in at least 10
leads a day per rep.
1
Goal: 10 New Leads a Day Per Rep

3. SaaS Sales Metric #2 – Calls Made
Calling is still by far and away the most
effective way to sell a SaaS product. Mix
in emails with your strategy. This is done
to make sure the prospect has something
to view when we get on the phone
The minimum number of calls every SaaS
sales rep should be doing a day is 50
calls. Put them in a room with a
securities sales rep or an annuities sales
rep. These reps are making 150-200 calls
a day. 50 is doable.
2
Goal: 50 Calls a Day Per Rep (these calls will obviously
include 2nd and 3rd calls to current leads)

4. SaaS Sales Metric #3 – Conversations
It’s one thing to make a call; it’s another to
have a conversation. Documenting a
conversation should include some form of
uncovering if the ideal customer profile is
met. At this point, many companies decide
if this lead is qualified or unqualified.
The sales manager can learn a significant
amount on the sales rep’s ability if this
metric is recorded. For example, he or she
can see a) if the rep is good at prospecting
b) how well they perform on the phone by
looking at their Conversation-to-Demo
Scheduled conversion ratio.
3
Goal: 6 Conversations a Day Per Day

5. SaaS Sales Metric #4 – Scheduled
Demos
Many companies record conversations
straight to Demos. They’re missing a key
part of the sales process where many
leads slip through the crack — the “no
show” demo. Companies that record this
metric can get one more valuable piece
of evidence on their sales process.
For example, if there is one sales rep
who has a large number of Scheduled
Demos not showing up, now the sales
manager knows to coach them on
qualifying leads better by making sure
enough urgency is uncovered.
4
Goal: 1 Scheduled Demo a Day keep trying every couple
days and be pleasantly persistent!

6. SaaS Sales Sales Metric #5 –
Completed Demos
This is a very strong indicator on the
health of your sales organization. If there
are many completed demos and few
closes, key insight into the sales process
is discovered. For many companies, since
demos take a large portion of time, it’s
imperative sales reps spend time on
demos on qualified leads for demos.
A sales manager can look at the
completed demos-to-revenue
booked ratios and see where each
rep fairs.
5
Goal: 1 Demo Performed a Day

7. SaaS Sales Metric #6 –
Opportunities Created
Many companies have foggy
communication when to create an
opportunity. Do we do it after the first
call? How about after the first demo?
The best practice is to create an
Opportunity once the sales rep has
gathered enough data on a prospect
proving they are a serious buyer.
6
Goal: 1 Opportunity Created a Day

8. SaaS Sales Metric #7 – Revenue
Booked:
This is obviously where the rubber meets
the road. Elevating this metric is the goal
of all sales organizations and if the team
or individual members don’t hit it, now
you have significant amounts of evidence
as to “why?”
7
Goal: Depends on average deal size. SaaS star, Jason
Lemkin goes in depth on the math of why a product less
than $299/month is going to be tough to build a
sustainable and scalable sales team.

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We act as growth partner to fast growing technology
companies. Our array of inside sales and marketing services
help them augment their businesses in the most profitable
manner.
For Technology Sales And Marketing Resources
Visit Our Blog
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http://www.aayuja.com/resources/resourceslibrary/

10. http://www.aayuja.com/resources/blogs/
We act as growth partner to fast growing technology
companies. Our array of inside sales and marketing services
help them augment their businesses in the most profitable
manner.
For Technology Sales And Marketing Resources
Visit Our Blog
For free eBooks and more visit
http://www.aayuja.com/resources/resourceslibrary/