5 Metrics to Optimize Inbound Sales ROI

It’s becoming increasingly common for companies to have sales teams that are solely devoted to following up with inbound leads that fill out forms or call. And if you’re tasked with leading an inbound sales team, it is critical to make sure that you’re tracking metrics that give deep visibility into how well reps are following up with leads. It’s likewise important to track which marketing efforts are delivering the highest quality leads. Sales leaders should always be in lock-step with Marketing, ensuring that the marketing team is investing in the efforts most likely to drive sales revenue.

inbound salesSo whether you have a team solely devoted to inbound lead response, or whether you simply have reps that spend some of their time responding to inbound leads. Here are five key metrics that you should be tracking in order to optimize inbound sales ROI.

Average Lead Response Time by Rep

This metric reveals which reps have the fastest average response time. It is often viewed as a dashboard with an aggregate view of reps’ lead response time. For inbound sales teams, there is often a direct correlation between lead response time and quota. When managing an inbound sales team it’s important to keep close tabs on how quickly each rep follows up with inbound leads. If a particular rep isn’t following up with leads quickly enough, intervene fast. Even waiting 30 minutes to follow up with hot inbound leads can have a catastrophic effect on inbound sales ROI.

Opportunities by Lead Response Time

How long does it take reps to respond to inbound leads that become opportunities? That’s what this must-track inbound sales metric answers.  It’s important to know how lead response time affects your overall sales pipeline. And knowing how fast reps should respond to leads in order to create opportunities can help improve overall pipeline health. This crucial metric can also help sales leaders identify when reps aren’t responding to inbound leads fast enough.

Conversion Rate by Lead Response Time

This is a report that separates leads that convert into the time that it took reps to initially respond to the lead. Companies with inbound sales teams often have service-level agreements (SLAs) for how fast reps are supposed to respond to leads. Viewing conversions by lead response time not only helps sales leaders build a case for inbound lead response SLAs, it helps them determine exactly how fast reps need to be getting back to leads. As an example, you might notice that conversions rapidly drop when reps take longer than an hour to get back to leads.

Inbound Web Leads by Product

This metric tracks the total number of web leads generated by campaigns related to a particular product. Leads by campaign is traditionally a marketing metric. But many companies that sell multiple offerings hire product specialists (i.e. salespeople that focus on selling a particular product). Since lead response time is critical, tracking inbound web leads by product can help sales managers determine how many specialists need to successfully sell each product.

Follow-up Rate

This metric tracks the percentage of leads with calls or emails logged against them. Many sales reps fail to follow up with reps a second time. But in B2B sales it can take six, eight or even more contact attempts to secure a meeting. It’s important to gauge whether reps are doing their due diligence and following up with leads enough times before moving on.

Looking for more inbound, outbound, opportunity, predictive and customer success metrics to track in order to maximize sales ROI? Look no further than our free guide to sales analytics!


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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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