Lemon #29. Key B2B metrics

Lemon #29. Key metrics

While reading the Balderton B2B Sales Playbook, I learned about key B2B outbound metrics:

Examples of metrics to evaluate SDRs performance:

  • Number of demos/months
  • % pipeline created and pipeline closed
  • Pipeline created won
  • Email open rate
  • Number of phone calls
  • Reply email rate

Examples of metrics to evaluate AEs performance:

  • Won deals value
  • Upfront payments
  • Win/loss ratios in value and in volume
  • Pipeline creation
  • Live pipeline
  • Deal size

Examples of metrics to evaluate Sales Team Leaders performance:

  • Revenue generation
  • Churn
  • Ramp up time and cost

Strong ARR is the first thing you should focus on where you need to monitor separately the new ARR (ARR in new customers), the upsell ARR (expansion ARR in existing customers) and the churn ARR (lost ARR in existing customers)

Key metrics @ The Balderton B2B sales playbook.

Jorge Moreno

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