What are some of the *worst* KPIs to commit to achieving?
Some of the worst KPIs to commit to achieving are usually around Talk Time. God gave you 2 ears and one mouth for a reason. We should look more at engaging questions asked in a sales cycle. Sharing is caring. You can ask different titles within your organization how they would like to be asked these types of questions or what's the last time they purchased and what made it a great experience.
I think about this in two ways:
- Vanity metrics
- Key business metrics
- Activity: Leaders should care less about the mass quantity of emails and calls and focus more on quality and conversion rates. How and why did someone respond should take priority vs. how many voicemails did you leave today.
- Revenue: Rather than looking at how many MQLs we’ve generated, let’s determine how many MQLs converted to SQOs, which converted to SAOs, which converted to annualized revenue.
- Why did a meeting not convert? Title? Need? Poor AE discovery?
- What patterns can we surface in deals we won? Multi-threading? Key persona/industry?
I encourage leaders to focus less on vanity and myopic metrics. Your attention should be geared towards metrics that help inform future strategies on how to improve business outcomes.