Since 2018, we don’t use “leads” or “opportunities” as a KPI when we measure our sales team. Here’s why:
KPIs can vary depending on the size of your organization, your industry, and your focus.
However, we’ve learned that using broad terms like “opportunities” or “leads” can end up whitewashing your results. You might recognize the situation where one person claims that something is *totally* a hot lead or *totally* an opportunity. When this happens, you know you are at the mercy of people’s biases. And people are terrible at assessing situations.
What we measure in the sales process are PROSPECTS' actions, NOT our sales team’s actions.
Here is what we measure:
# of questionnaires - people who are qualifying themselves on our website. (A questionnaire indicates interest as it’s quite comprehensive.)
# of demos - a prospect books a demo with you.
# of concrete feedback talks - a prospect books a go/no-go meeting.
# of signatures - a prospect signs with you.