Sales Performance Definition Purpose Instructions The practice of monitoring and guiding a team to improve their ability to sell products, services or solutions.  This guide has been developed to help identify key behavioral and leading indicators that are the foundation of overall team performance. Each section will define the specific problem being solved followed by a few examples of KPI to measure. Purpose Instructions 11/8/2018

Market knowledge Why Measure? Pursuing markets that are too wide often means that your team is aiming off- target. Without a clear understanding of market segments, limited sales and marketing resources get misallocated and team revenue goals are missed. Example KPI’s you should measure: Total Available Market (by territory) Market Growth Rate Market Share Competitor Growth Rate Competitor Market Share 11/8/2018

Account knowledge Why Measure? The sales team is typically provided revenue potential by market level only, when what they really need is to know the revenue potential by account, product and solution Example KPI’s you should measure: Time Spent with accounts with most potential and highest attractiveness score Marketing and prospecting efforts focused on these accounts # of appointments with accounts that fit this criteria 11/8/2018

Buyer knowledge Why Measure? Many sales and marketing teams still rely on tribal knowledge and past experiences, but without an updated understanding of how your buyers make decisions, revenue opportunities will pass you by. Example KPI’s you should measure: Team understanding of Persona and Buying Process Maps Team use of Persona and Buying Process Maps during major interactions Improve # of quality leads Improve deal velocity 11/8/2018

Marketing content Why Measure? The last mile plagues sales and marketing departments. The last mile is defined as the sales call. The moment of truth. A lot of work goes into generating interest in the mind of a buyer and in securing an appointment. Then the sales call happens and the tools used by the sales rep, and the words that come out of the sales reps mouth, varying from rep to rep. Example KPI’s you should measure: Understanding of content Increase in curation of content Improved % of content usage in the field Improved % of appointments in the field 11/8/2018

Social media Why Measure? Until you can close 100% of your deals, your sales team needs to generate new opportunities on an ongoing basis. Especially since traditional methods like cold calling or batch and blast email have sharply declined in their effectiveness. Example KPI’s you should measure: LinkedIn profile alignment with buyer Improved # of connections with key personas using LinkedIn Improved # of introduction to key personas using LinkedIn Improved # of appointments with key personas using LinkedIn 11/8/2018

Sales opportunities Why Measure? Not enough opportunities in the pipeline to make the number. In addition, of the remaining opportunities not enough quality. Example KPI’s you should measure: # of qualified opportunities in early stages of pipeline % of deals that close from early stages of the pipeline Deal velocity % of deal that match Ideal Customer Profile Improved average deal size 11/8/2018

Sales process knowledge Why Measure? Decision makers are making purchase decisions differently today. Traditional sales processes, based on needs development and solution position, will cause the majority of your reps to miss the number. Example KPI’s you should measure: Improved accuracy of deal entry into pipeline Reduced deal pushes Reduced deal regression Improved deal velocity Reduced no-decisions 11/8/2018