Sales Process Measures-ADVANCED Sales Process Measurement
Worksheet Please complete the green and yellow cells only. The
spreadsheet does the rest.NOTE: This template can be used for
planning purposes by entering goals into the yellow cells, or to
track actual results against a plan to perform a gap
analysis.MetricsBenchmark / GoalJanuary ActualApril ActualJuly
ActualOctober ActualMeasure each key statistic and conversion rate
monthly or quarterly to identify areas for improvement.Number of
outbound calls and customer-specific e-mails per day per sales
development rep or salesperson5049505253This model can be used for
companies with a separate sales development team (I.e. lead gen) or
salespeople who create and manage their own leadsConnection
Rate17%15%16%18%17%% of calls/e-mails that results in a live
conversation or response.Contacts (connects, returned calls, and
returned e-mails) per day8.507.3589.369.01Resulting # of
calls/e-mails that results in a live conversation or
response.Percent of outbound contacts qualified into the A/B lead
category22%20%21%22%23%A/B indicates a prospect that is qualified
to buy.Average # of outbound contacts per month qualified A/B lead
category4132374546Assumes 22 business days per month. Number of
inbound leads per sales development rep per month2520232223Enter
the combined total of your inbound leads from your website,
marketing events, etc., then divide by the number of your sales
development reps or salespeople who manage those leads.Percent of
inbound leads qualified into the A/B lead
category45%40%41%45%48%Inbound leads are generally more likely to
be qualified as A/B than initial outbound leadsAverage # of inbound
leads per month qualified A/B lead category11891011Total number of
Inbound and Outbound A/B leads per month per sales development rep
or salesperson5240465557Average Sales Price for your
product/service$10,000$9,000$9,300$9,700$9,800Outbound pipeline
value per month per sales development
rep$411,400$291,060$343,728$439,433$446,788ASP x # of outbound A/B
leads.Inbound pipeline value per month per sales development
rep$112,500$72,000$87,699$96,030$108,192ASP x # of inbound A/B
leads.Total pipeline value per month per sales development
rep$523,900$363,060$431,427$535,463$554,980ASP x # of outbound +
inbound A/B leads.Percent of A/B leads that will result in next
steps in the sales cycle (ex. Discovery, Demo,
Trial)33%25%27%29%31%"Next steps" generally refers to a middle
stage of a sales process such as an evaluation or presentation. You
can modify this spreadsheet template to measure conversion rates of
additional sales cycle stages.Number of new A/B leads per month
converting to next steps17.310.112.516.017.6per sales development
rep or salespersonPercent of remaining A/B leads that
close30%22%25%30%29%This is the fourth and final conversion rate
measurement in this template. Number of opportunities from leads
above that close5.22.23.14.85.1per sales development rep or
salespersonProjected monthly revenue from leads
above$51,866$19,968$29,121$46,585$49,893Each cell represents
revenue sourced from one month's worth of outbound and inbound lead
generation, though parts of it may close in multiple months
depending on your sales cycle length.Projected new annual revenue
per rep resulting from leads and sales process conversion
assumptions above$622,393$239,620$349,456$559,024$598,712This model
generally excludes recurring revenue which can be calculated
separately.Team number of sales development reps or salespeople
developing new inbound and outbound leads66666Projected new annual
revenue per team resulting from leads and sales process conversion
assumptions
above$3,734,359$1,437,718$2,096,735$3,354,142$3,592,274Small
incremental improvements in each conversion step (or the ASP) will
have a significant impact on the final results.
*Note: This tool was designed to plan and track the performance
of a team. You can also use extra copies of this template to
measure and track the performance of specific individuals, assuming
you can generate individual level data from your systems. The
actual connection rate can be difficult to measure, so some
companies start with the actual number of customer intereactions
(phone and/or email)This free template is brought to you by
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Benchmark / Goals for grapshOutbound calls per rep per
month50505050Outbound A/B Leads per rep per month41414141Benchmark
/ Goal for inbound leads per rep per month25252525Benchmark / Goal
for inbound leads converted to A/B Leads per rep per
month11111111Benchmark / Goal for Outbound Conversion rate to A/B
Leads22%22%22%22%Benchmark / Goal for Inbound Conversion rate to
A/B Leads45%45%45%45%Benchmark / Goal for Conversion rate from A/B
Leads to next steps - Evaluation33%33%33%33%Benchmark / Goal for
Conversion rate from Evaluation to Close30%30%30%30%Benchmark /
Goal for ASP$10,000$10,000$10,000$10,000Benchmark / Goal for Total
Pipeline per rep per month$523,900$523,900$523,900$523,900Benchmark
/ Goal for total inbound and outbound leads converted to A/B Leads
per rep per month52525252
Sales Process Measurement BASICSales Process Measurement Fill in
the yellow cells only, the spreadsheet does the restMetricsOutput
AssumptionNotesNumber of outbound calls and customer-specific
e-mails per day per sales development rep50Connection
Rate12%Contacts (connects, returned calls, and returned e-mails)
per day6Percent of contacts qualified into the A/B lead
categroy15%At this point, a lead classified as A/B maybe be
categorized as "evaluating needs" or some similar term to represent
a relatively early stage in your sales process. Average number of
contacts per month qualified into A/B lead category19.8Average
Sales Price$50,000Pipeline value per month (A/B leads converted to
"evaluating needs" or similar stage opportunity) per sales
development rep$990,000Percent of A/B leads that will result in
next steps in the sales cycle50%"Next Steps" generally refers to a
middle stage of a sales process. You can modify this spreadsheet
template to measure conversion rates of additional sales cycle
stages.Number of A/B leads that will result in next steps in the
sales cycle per month9.9This is the number of opportunities
produced per sales development rep that is now being managed by
Telesales or Field SalesPercent of remaining leads that close
monthly20%*Note: this is the forth and final conversion rate
measurement in this template. Some sales processes may have more or
fewer sales cycle stages where it could make sense to measure
conversion rates.Number of opportunities that close monthly 2.0This
is the number of orders produced per sales development rep that was
closed by Telesales or Field Sales. Projected monthly revenue per
sales rep$99,000This is the incremental revenue produced from
orders per sales development rep that was closed by Telesales or
Field Sales, but does not include revenue sold from other lead
sourcesProjected annual revenue resulting from leads generated by
each sales development rep$1,188,000
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