Base Sales Managers Share Their Favorite Sales Metrics

With so much sales data now available for analysis, knowing what data points to measure and what metrics to consider can be overwhelming. To help provide some clarity, we’ve asked our sales managers here at Base to share some of the metrics and reports that they find the most valuable when it comes to managing their teams’ performance.

Ryan Wong, Sales Manager, Business Development

My team is in charge of creating positive, memorable first impressions with our prospects and qualifying opportunities for our closing team. My favorite metric is conversion percentage from MQL to SQL.

What does that actually mean? Well, it’s the percentage of inbound marketing qualified leads that become sales qualified leads, which allows us to forecast closed revenue targets each month. As a manager, this is the most important determinant for the efficiency of my team, and it’s easily trackable in Base.

The Sales Funnel Report in Pipeline Analysis allows me to see what our conversion percentage is in real-time so I can make adjustments to ensure we improve month-over-month.


Justin Johnson, AE Manager, SMB Accounts

There are two major sales reports that I focus on. The first is SAL to SQL rate, which shows how many of the leads you receive you are able to progress as truly qualified deals and submit to your pipeline. The second is SQL to Win, meaning how many truly qualified deals you actually win.

I measure both metrics in three areas: what’s expected as the standard for an AE at Base, their past performance in these areas, and how it stacks against their peers.

Comparing all of this helps you easily spot positive and negative trends and gives you a sense of where to focus your time when it comes to coaching and development.

Kathleen Osgood, AE Manager, Emerging Small Business Accounts

Many of my AEs have come up through the ranks at Base and this is their first true closing role. As we develop their skill sets, I like to keep an eye on the deals we win as well as the deals we lose.

One of my favorite reports to check in on at the end of every month is Loss Reasons by Owner.

This report allows me to track the percentage of deals lost by various reasons by individual rep. Think of how powerful this is to developing talent. If new rep “Susie” is losing 50% of her deals to competition, it means we need to do more coaching around the CRM landscape and the other players in the game. If rep “Frank” is losing the majority of his deals to price, it means we need to work on talk tracks around the unbelievable return our tool brings to our clients.

Dustin Crawford, Sales Productivity Specialist Manager

My team is responsible for cold calling organizations that are provided by a third-party lead provider. When calling, our goal is to qualify/unqualify each lead by having conversations that will ultimately turn into New Business Meetings (NBMs). My reps are aligned with AEs, so they flip their NBMs to their respected AEs in order to win deals.

A couple of things are important to me when it comes to achieving this goal:

1. Pipeline Development – This helps me understand the quality of leads we are getting by how they’re marked within our pipeline. These insights help me understand process bottlenecks, how many “set” NBMs it takes to get one true NBM that sticks, and how many of our NBMs convert to the next pipeline stage.

2. Call Outcomes – I don’t just measure how many calls we’re making, but compare this number to our call connects, whether these connects are with the right people, and if those conversations convert into NBMs. These ratios are extremely important to understand how many calls it takes to get one NBM.

Mason Davis, AE Manager, Emerging Small Business Accounts

The Emerging Small Business team has a very fast-paced sales cycle and my reps have a heavy workload. One of the best leading indicators of success is the amount of activity my team is doing on any given day.

As such, I rely heavily on the Activity Overview Dashboard within Base.

Because Base seamlessly captures all of my team’s activity with minimal data entry, the activity report delivers reliable data on the number of calls, emails, SMS, appointments, and tasks that are completed each day. Using this data and comparing it to sales results, I am able to clearly show my team the results of their efforts and set meaningful benchmarks for activity.

Know Your Sales Metrics

As you can see, different metrics are valuable for different teams. Identifying which measures can help you understand and optimize your sales processes and performance based on your goals is the first step toward becoming a data-driven sales leader. To learn more about the most recent and impactful sales metrics, download this free white paper.

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