AMA: Iterable VP, Growth Sales, B2B2C Sales & LATAM, George Cerny on Sales KPIs

By far the most over-hyped KPI is total pipeline created. This is certainly a key metric to track week over week as a health check, but it provides little insight into what's actually going on. The problem with total pipeline created, is at no point should the conversation end with that KPI. If it's low - why? If it's high - why? Was it one large opp? Was it a bunch of baby opps? Was it quality pipeline? Was it from one AE/Segment/Business Unit - or is everything firing on all cylinders? At best ...Read More

To effectively define the metrics for which you should hold sales accountable, I look at a few things: Understand the "Sales Math" of the business across some core universally applicable SaaS Sales metrics Compare the performance of the top 1/3 AE's against the bottom 1/3 AE's and look for which metrics contribute the most to high performance. Go deep in those categories and correlate the activities top performers do differently to achieve these results. Quantify these activities to define suppo ...Read More

Since nearly everything is quantified in sales, OKR's can sometimes come across as redundant and inconvenient to manage to the uninitiated. But OKR's are an amazing vehicle to drive focus on the core strategic initiatives that will generate greater success, and gain cross-functional alignment, visibility and support in achieving these goals. There are two major benefits IMO opinion in defining Sales OKR's: Clarity - the process of defining Objectives and Key Results, if applied with rigor and as ...Read More

"You can't improve what you don't measure" - Peter Drucker. When starting out in a new market, there can be lots of uncertainty. This uncertainty is the starting point, however, for a fun and exciting journey to figuring this new market out. But uncertainty can be the enemy of action, so you want to remove as much uncertainty as possible, as quickly as possible, so you can get out there and start driving results. A few places to look for data in the planning and early implementation phase to eli ...Read More