5 Meaningless Sales Metrics
Matt Heinz, Heinz Marketing Inc
5 Meaningless Sales Metrics was a single slide in Matt’s session on Sales & Marketing Metrics Worth Tracking. If only I had known years ago, what I now know.
Over my sales career, I have been tracked on 4 of 5 Meaningless Metrics in every company I worked. As a manager, I have held my team accountable for those same metrics.
- Dials per day/week/month. We sell in a Sales 2.0/Buyer 2.0 world now. “I will dial dial dial until my fingers bleed” is not a good strategy today. Earlier, IBM’s Judy Buchholz talked about engaging in cloud-based customer discussions, opening conversations around relevant topics, and sending/leaving situational specific messages for prospects and clients. Email generates < 0.5% return, voice mail is often ignored, so it is imperative to be relevant, and engage Buyers where they congregate.
- Demos & Appointments Scheduled. Who doesn’t track this? Yet, it’s a complete waste of time & analysis. For years, I watched coworkers work the system setting demos for companies that will never buy so they can claim a high level of activity. THAT TIME IS LOST, and could have been spent pursuing addressable market.
- Talk time. Should be self explanatory why this is a bad metric to track. Sales reps will call contacts with whom they have good rapport and shoot the breeze in order to increase their minutes if they don’t have meetings. In the Sales 2.0 world, buyers seek information from multiple sources. By the time a voice conversation takes place, buyers are generally well informed reducing time spent in voice conversation.
- Salesforce/CRM logins. What? Never have been tracked on this metric. Doesn’t everyone login first thing, and stay logged in all day?
- Logged Activities. Like talk time, this metric is rife for abuse. Sales reps will add a bcc address to copy correspondence into the CRM. They will document no answer call attempts which pollutes the contact activity list. And so forth, yet these same people often won’t document actual meaningful discussions, next steps, scope of opportunity, project requirements, etc.
All I can say is THUMBS UP for a great presentation! It was outstanding hearing confirmation of what I have suspected for years.