1 Lead generation metrics

Lead generation metrics are essential indicators for assessing how well you are attracting and engaging potential customers to your sales funnel. They enable you to measure the quantity and quality of your leads, as well as the efficiency and effectiveness of your marketing and sales campaigns. Common metrics include lead volume (the number of leads generated in a given period), lead source (the channel or medium where the leads came from), lead conversion rate (the percentage of leads that become qualified prospects or opportunities), cost per lead (the average amount spent to generate one lead), and lead velocity (the rate at which leads move through the sales funnel). Different industries may have different benchmarks and targets for these metrics, depending on their market size, customer behavior, and sales cycle; for instance, B2B industries may have lower lead volume but higher lead quality and conversion rate than B2C industries, while e-commerce industries may have higher lead velocity and lower cost per lead than service industries.

2 Sales activity metrics

Sales activity metrics are essential indicators for measuring the quantity and quality of your sales actions, as well as the efficiency and effectiveness of your sales resources and tools. Common metrics include the frequency and intensity of sales interactions with prospects and customers, such as calls, emails, meetings, demos, and proposals. Additionally, metrics can be used to measure the quality and outcome of these interactions, as well as sales productivity, pipeline, and cycle. Depending on the industry, there may be different expectations and standards for these metrics due to product complexity, customer needs, and competitive landscape. For instance, software industries may have more calls and emails than manufacturing industries, while healthcare industries may have longer sales cycles than retail industries.

3 Sales outcome metrics

Sales outcome metrics are essential indicators of how well you are achieving and exceeding your sales goals and objectives. They help you measure the quantity and quality of your results, as well as the impact and value of your performance. Common metrics include revenue, profit, margin, growth, market share, customer satisfaction, customer retention, and customer lifetime value. Depending on their market maturity, customer loyalty, and competitive advantage, different industries may prioritize different metrics. As a sales engineer, it is important to understand and apply the most effective sales analysis metrics for your industry in order to optimize performance, demonstrate value proposition, and deliver the best solutions to customers.

4 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?