Sales Engagement

Chapter 6Achieving Revenue Efficiency: Metrics to Measure in a Modern Sales Org

Now that we’ve taken you through humanizing your message at scale, building omnichannel sequences, and A/B testing it all, we really need to make sure we’re measuring the right metrics to hit optimal sales and Revenue Efficiency.

If you are familiar with real estate, you might have heard the term highest and best use. This is an important concept in determining the value of real estate. The highest and best use of a property or building is the use that achieves maximum possible productivity and, therefore, profit. Sales Efficiency is the same idea applied to sales teams.

In order to create a truly efficient sales program, leadership must constantly ask: “Is this the highest and best use of my sales rep’s time and energy?” This approach to sales can mean the difference between a starving sales team and a revenue machine.

Your definition of efficient is based largely on your goals. No two teams will define Sales Efficiency exactly the same way. A sales program focused on a small number of high-value accounts (Account-based Sales Development [ABSD]) will define efficiency differently than a team fielding thousands of transactional inbound leads every month. However, there are a few elements of Sales Efficiency that transcend Go-to-Market (GTM) strategies.

A perfectly efficient sales org allows reps to spend their time on three activities:

• Choosing targets (companies or people)
• Talking to new prospects ...