If you’re in sales, your job literally depends on numbers — in more ways than one.

Not only does the overall number of sales you close reflect your job performance, but it’s also crucial in the modern age to use different data metrics to make positive changes. If you want to see improvement, you need to start measuring.If you oversee a sales team, you need data to make strategic decisions to make sure your team is happy, productive and effective. If you’re a salesperson, sales reporting data allows for better sales forecasting. You can quickly and easily understand past and current sales trends and number of opportunities in the pipeline.

According to research from McKinsey, companies rooting marketing and sales decisions in data improve their return on investment by 15-20%. These companies aren’t just referencing data here and there — they’ve incorporated it into their everyday routine: Three in five of these businesses access sales reports one or more times per day, according to the study.If businesses want to maintain a competitive advantage and continue to grow, decisions need to be data-based. By using analytics to inform daily decisions, you are able to see the patterns and make the decisions to increase your bottom line.


The real question lies in choosing what analytics to actually look at. Total sales by time period, sales by product, sales by lead source, revenue per sales, deal size, number of deals in the pipelines, conversation rate… the list goes on. There are so many stats to measure, and which ones you use depends greatly on your industry, your business type and your goals. However, we asked sales experts what works for them and gained some insight that can be applied to any business. Here’s what they said:

1. Time Spent Selling

“Sellers that maximize selling vs. administrative time win more, achieve more, and feel more motivated as they are not frustrated by wasting time.” – Mike Schultz, President, RAIN Group

“Number of calls that are greater than five minutes is one of the most important sales statistics for motivating your team. Most sales organizations track call volume and minutes but to encourage reps to focus on quality conversations instead of burning through a lead list, add a definition of quality to calls.” – Jordan Wan, Founder and CEO, CloserIQ

2. Revenue or Percentage Quote Achieved

“It’s important that the things you measure are tied to desired business outcomes. So, Revenue or Percentage Quota Achieved for the quarter and year to date still work well for direct sales. For business development teams, focus more on number of new opportunities created (for example). However, whatever you measure, it’s making this information visible that motivates a sales team. Display these metrics in a leader-board. Put this leader-board front and center on a big screen on the sales floor. One thing’s for sure, your sales people will all want to be top of that leader board!” – Bryan Motteram, Chief Marketing Officer, Antivia

3. Probability Adjusted Pipeline Value

“Most CRMs allow you to assign a probability for each stage of your sales process. Weighing your deal opportunities by these probabilities can help you better assess the expected revenue close to help forecast and improve pipeline management conversations.” – Jordan Wan, Founder and CEO, CloserIQ

4. Leads Contacted to Leads Closed Ratio

“One great statistic to measure and motivate a sales team is the lead/close ratio. This is essentially a statistic of leads contacted to leads closed per employee. Not only does is help measure the efficiency of individuals on your sales team, after seeing this number, employees will start to figure out ways to improve their number. This will promote innovation and efficiency that will ultimately help your bottom line. Finally, teams can use the historical leads/close ratio to plan monthly and quarterly strategy and identify a number of leads they will need to contact to hit their sales numbers, based on their historical leads/closed ratio.” – Jacob Dayan, CEO and Co-Founder, Community Tax

5. Percentage of Reps Over Quota

“Sales organizations define quota differently. For some teams, it’s a stretch goal while for other teams, it’s the median (or minimum performance expected). Regardless of your definition, you should have a realistic understanding of what percentage of your team is actually attaining quota. If your % is too low, it can be discouraging for your team to believe it’s an attainable measure. “ – Jordan Wan, Founder and CEO, CloserIQ

6. Number of Thank-You Messages From Customers

“After 9 years of work and being able to learn from mistakes and successes in order to motivate our salespeople, we finally arrived at the solution: measure the number of thank-you messages that we receive from our customers. The sellers who receive emails, calls, or different messages (whatsapp + facebook messenger) of gratitude from customers satisfied with the sales and service process, are those who have 46.7% more sales than the rest!. For this reason, being able to measure and follow this statistic each month is fundamental for our company to continue growing long term.” – Cristian Rennella, VP of Sales and Co-Founder, El Major Trato

About Camille Smith

Originally from the Blue Ridge Mountains in Virginia, Content Marketing Strategist, Camille Smith came out to California to attend UCSB and fell in love with Santa Barbara’s perfect mountain to ocean ratio. During her time in college, Camille also worked on the growth marketing teams for several technology companies. When she’s not putting her Communication degree to use at work, she’s using her minor in French to remind everyone the correct pronunciation of her name à la française (pronounced cah-mee, not kah-meal).