4 Essential Outbound Sales Metrics for Predicting Pipeline and Revenue

The world’s most successful sales managers have something crucial in common. They are able to make highly intelligent revenue predictions. Sure, most sales managers track some sales metrics. But the truth is that most inside sales leaders just aren’t going far enough when it comes to data-based sales coaching.

Ready to go beyond tracking basic outbound sales metrics like emails per day, talk time and contacts per lead? If you want to influence sales revenue you virtually need the ability to predict the future. The good news is that tracking the right outbound metrics empowers you to not only predict revenue, but predict which actions need to be taken to meet your revenue goals. And our analytics package offers many vital outbound sales metrics right out of the box.

Screen Shot 2016-01-28 at 11.56.07 AMI may not be able to offer you a crystal ball or a Delorean that can travel into the future. But by tracking these four metrics from our recent guide to sales analytics, you can not only monitor reps’ activities, but the outcome of those activities. The result: intelligent revenue predictions that will impress any executive or board member!

Dials-to-Connection Percentage

Lots of sales managers are tracking how many dials their reps are making. But, as a data-driven sales manager, you know that activity isn’t always as important as efficiency. If you want to discover how efficient your reps are, start by tracking the percentage of dials that result in connections. This is your first step on the road to predicting how activities will influence outcomes. Once you notice a rep that isn’t efficiently connecting with prospects, take a deeper dive. Remember that time of day, voicemail skills and a rep’s dialing technology can all play a role in how many dials actually result in prospects picking up the phone.

Dials-to-Appointment Ratio

Another crucial outbound efficiency metric is dials to appointment ratio. You may have reps that are having more conversations each day than a bank teller. But an SDR is only successful if those conversations yield results. So if you have reps that are connecting with a lot of leads but not booking enough meetings, it’s important to drill down and listen to call recordings in order to identify ways that those reps can improve their pitch.

Dials-to-Opportunity Percentage

As far as I’m concerned, this is the golden metric for sales development teams. Knowing how many dials it takes a rep to create an opportunity gives deep insight into exactly how busy each rep needs to be to hit his or her numbers. It shows which SDRs are pulling their weight. It also helps you determine how many SDRs you need to hire to create an acceptable amount of opportunities for your account executives to work.

Dials-to-Deal Ratio

Here it is: the metric that offers full visibility into how your SDRs’ activities are impacting your bottom line. We were sure to offer our customers this vital metric, which empowers you gain a powerful birds-eye-view of how reps’ activities are impacting your bottom line. By tracking this metric, you can not only predict how many SDRs you need to hire, but also how many AE’s should be on-boarded as you scale your sales team.

For tons more actionable metrics that will help you predict pipeline and revenue, check out our Complete Guide to Inside Sales Analytics!


About the Author

Jesse Davis

Jesse Davis is a sales and marketing strategist and Sr. Content Marketing Manager at RingDNA. Over the past decade, Davis has honed his business communications skills working as an inside sales manager, business writer and agency marketer. He is a proponent of utilizing platform technology and evidence-based methodologies to optimize creative campaigns, marketing ROI and sales performance.

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