Leading Sales Metrics Tips to Increase Revenue

The Difference Between Leading Sales Metrics and Lagging Sales Metrics
Unfortunately, we know from sales leadership simulation assessment and sales rep assessment simulation data that most sales teams are either confused about leading sales metrics or do not use them at all. Sales reps tell us that they are confused, inconsistent, and in some cases, blind to what sales activities matter most.  So let’s start with some definitions from our research-backed consultative selling workshop:

• Leading Sales Metrics
  are the greatest and most influenceable predictors of sales goal achievement.
• Lagging Sales Metrics
  measure sales goal achievement results for a specific period of time.

The Value of Predictive Sales Metrics
Leading sales metrics are powerful because they are both predictive and actionable. They provide real-time feedback, enabling sales teams to adjust behaviors, refine strategies, and increase the likelihood of achieving their sales targets. While identifying and tracking these sales metrics can be challenging, their impact is substantial — essentially offering a way to measure the probability of sales outcomes before they happen.

Top-performing sales teams don’t navigate the sales process blindly. By leveraging predictive metrics, they can focus on the activities that truly drive results, make data-informed adjustments when progress stalls, and optimize their approach to consistently close more deals. In short, predictive metrics transform uncertainty into opportunity, turning insight into measurable success.

Some Examples

• Key Weekly Insights
  One sales leader knew that the salespeople who Reach Out to Customers with Key Insights on a Weekly Basis were more successful than those who check in less frequently or do not provide valuable insights.
• Researching and Sales Prospecting
  Another sales team learned that salespeople who regularly Spend One-quarter of Their Day Researching and Sales Prospecting are better at maintaining a productive sales pipeline.
• Sales Activity Volume
  One technology sales team knew that Sales Activity Volume (i.e., the number of calls, emails, demos, meetings, or presentations conducted) directly correlated with future revenue.
• Follow-Up Response Time
  A services client knew that Follow-Up Response Time (i.e., the average time it takes to respond to inbound inquiries or follow up after a meeting) correlated to improved customer engagement and an increased the likelihood of conversion.
• Discovery/Qualification Effectiveness
  A finance client knew that Discovery/Qualification Effectiveness (i.e., the number of deep discovery conversations and the quality of information captured about customer needs and challenges) correlated with stronger solution alignment, higher deal size, and faster close rates.
• Sales Rep Pipeline Activity Ratio
  A healthcare client knew that the Sales Rep Pipeline Activity Ratio (i.e., the ratio of meaningful sales meetings, demos, and proposals to total leads assigned) highlighted if reps were allocating their time effectively by focusing on opportunities with the highest probability to close.

You get the idea.  For each sales team, strategy, and marketplace, different activities correlate to different levels of sales success.  Identify what matters most in your unique sales situation to:

• Create better sales forecasts.
• Better predict sales outcomes.
• Allow for targeted sales performance coaching to improve their chances of success.

The Bottom Line
Invest the time to identify the critical few sales activities that lead to success for your specific sales strategy, target market, and unique value proposition. Then measure, support, and reinforce them at every turn.

To learn more about lifting the sales performance of your team, download The Truth about Sales Coaching’s Biggest Mistakes