We have indeed discussed the main Sales and Marketing Metrics, but it is very important to remember that the work of both has a direct impact on the results at the end of the month. Therefore, it is necessary to work side by side to ensure predictable, sustainable and scalable growth.
If we have already talked about Marketing Metrics and their importance, here , now it is time to clarify some of the main metrics that sales must ensure when evaluating and measuring their work.
Marketing Metrics…but it’s also a Sales Metric: Number of Leads
If the number of Leads is important for Marketing, it is no different for the Sales Team. After all, it is only through attraction that it is possible to keep the sales germany business mailing list machine running smoothly. Marketing actions and Top of the Funnel content, for example, are essential to generate the volume needed to guarantee the desired number of sales opportunities. For the Sales team, it is necessary to pay attention to the conversion rate of Leads qualified by Marketing (MQL) to be accepted by Sales (SAL). It is the health of this metric that will indicate whether it will be necessary to intensify actions to generate Leads or whether it is already on the right track to reach the goals.
Average spend per purchase
Each type of business has its own average sales value per customer, depending on the product or service it sells or whether it is a B2B or B2C market. Knowing what your company's indicator is helps you define the effort that will need to be made to achieve your goals. Calculating the average sales value per customer is simple. Simply divide your business's total sales by the number of customers who generated the purchase volume and you will find the final result.
Lifetime Value is also part of Sales Metrics
Have you ever wondered what the value of a Customer is? The question may seem very complex to answer. After all, entrepreneurs know how complex and expensive it can be to attract a new Customer, especially when we are talking about complex sales. However, there is a metric that allows you to calculate this indicator accurately. Lifetime Value estimates the net profit that a Customer will bring to your company while they are with you. The calculation can be done with all Customers who are already in your base, to understand the customized actions that can be taken and intensify the retention work.
Open opportunities by team and by salesperson
If Lead generation is directly related to the Top of the Funnel, Opportunities appear at the Bottom of the Funnel, after being qualified and ready to receive a commercial proposal. It is up to the sales manager to be aware of the number of opportunities that the team and each salesperson are generating. A percentage below the proposed average is a sign that there is a failure in the qualification work, and this requires urgent action from the manager.