Sales KPIs
Leading Indicators (Activity) with Lagging Indicators (Results)
Sales Enablement​
- Ramp Up: Pass Internal Knowledge Check
Prospecting​
| Prospecting Activity | Calculation Notes | M1 Target | M2 Target | M3 Target |
|---|---|---|---|---|
| Number of Websites Audited | Track how many websites each rep audits. This is a direct leading indicator of their prospecting activity. | 15 | 25 | 35 |
| Identified Issues or Bugs | Measure how many bugs or issues are found during these audits. This not only demonstrates their effort but also provides valuable insights to potential clients. | 20 | 35 | 50 |
| Local Business Directories | Beyond Yellow Pages, explore local business directories, Chamber of Commerce listings, and local business associations. These often feature small businesses that might not have a strong online presence. | 10 | 17 | 25 |
| Google Maps and Local SEO | Use Google Maps to find businesses in your target area. You can identify companies with incomplete profiles, missing websites, or outdated information, making them prime candidates. | 10 | 17 | 25 |
| Social Media Hashtags and Groups | Search for hashtags related to small businesses in your region on platforms like Instagram or LinkedIn. Join local business groups or forums on Facebook and LinkedIn, where businesses might discuss their needs. | 10 | 17 | 25 |
| Search for hashtags related to small businesses in your region on platforms like Instagram or LinkedIn. Join local business groups or forums on Facebook and LinkedIn, where businesses might discuss their needs. | 10 | 17 | 25 | |
| Website Performance Tools | Use tools like Google PageSpeed Insights, GTMetrix, or other website audit tools to find local businesses with slow, outdated, or poorly optimized websites. These businesses may be more open to no-code or low-code solutions. | 10 | 17 | 25 |
| Local Events and Meetups | Attend local business events, networking meetups, or trade shows. This allows your reps to build relationships and identify potential clients in person. | 10 | 17 | 25 |
| Referral Partnerships | Establish partnerships with local agencies, freelancers, or consultants who might come across businesses in need of website services. They can refer clients to you. | 10 | 17 | 25 |
| Content Marketing and SEO | Create content that addresses common website issues or the benefits of no-code/low-code platforms. This can attract local businesses searching for solutions and help you generate inbound leads. | 10 | 17 | 25 |
Outreach Activity​
| Leading Indicators (Activity) | Calculation Notes | M1 Target | M2 Target | M3 Target |
|---|---|---|---|---|
| Average Touches per Deal | How many contacts/interactions an AE performs per deal. Why it matters: Too few may indicate under-engagement; too many could signal inefficiency. | |||
| Calls Made/Attempted | Includes cold calls and follow-ups. Focus on quality, not just volume. | |||
| Emails Sent (Sequenced/Manual) | Focus on value-driven content and clear Call-to-Action (CTA). | |||
| Personalized DMs Sent/Outreach (e.g., LinkedIn) | Crucial for the tech/agency space. Must be hyper-personalized, not spam. LinkedIn, Instagram, Facebook, TikTok | |||
| Meetings/Calls Booked | the number of meetings or appointments scheduled by the account exec (which may or may not be Discovery meeting or demos) | |||
| Prospecting Time Logged | Dedicated, uninterrupted time in the CRM for research/list building. | 20 hours | 30 hours | 40 hours |
| Content Engagement (Shares/Comments) | Establishes domain expertise and thought leadership. | 5 relevant industry posts | 8 relevant industry posts | 10 relevant industry posts |
| Pipeline Value Created | Total potential revenue of opportunities added to the sales funnel. |
Sales Results​
| Lagging Indicators (Results) | Progression Note | M1 Target | M2 Target | M3 Target |
|---|---|---|---|---|
| Average Sales Cycle Length | The average number of days from first contact to deal closure. Why it matters: Shorter cycles often indicate efficiency and skill in handling objections and closing. | |||
| Time in Stage | Average duration a deal spends in each stage (e.g., qualification, demo, proposal). Why it matters: Helps identify bottlenecks where deals stall. | |||
| Deal Age | The current age of an open deal in the pipeline. Why it matters: Aged deals may require intervention or reassessment of likelihood to close. | |||
| Discovery Meetings Booked (SQLs) | Sales Qualified Leads (SQLs) that meet basic qualification criteria. | |||
| Meetings Conducted | The number of scheduled meetings that actually took place, this measures lead quality, lead nurturing (reminders), clear and convincing value proposition. Ensuring meetings materialize and don't no-show. | |||
| Target Quota Achievement | measured in percentages, meets or exceed the goal of 2 sales or $7,500 per month, Ramping up to the full quarterly quota (if applicable). | |||
| Proposal/Scope of Work (SOW) Deliveries | Opportunities deemed qualified enough to receive a formal business recommendation. | |||
| Closed-Won Deals | The ultimate measure. Could be smaller "starter" projects initially. |