Sales Rep Scorecards Allow Sales Managers To See the Big Picture

Sales managers visibility into KPIs

In order to be an effective sales manager, you need to be able to accurately gauge how your sales team is performing as a whole, as well as being able to track the performance of individual sales reps and provide meaningful feedback to them. You will never be able to help the team improve if you do not keep track of overall results, and you will never be able to give feedback that's valuable on an individual level if you do not keep track of key performance indicators and weight them appropriately to give an accurate picture of how each individual is performing.

Unfortunately, much of the metric tracking software that is available just gives you piles of data without the ability to sort it or put it into any context. Data that you cannot apply meaningfully is completely useless to you.

The good news is that there is sales rep management software available to you to allow you to look at the performance of the whole team while also tracking each individual rep's performance.  You can also put all of your KPI's into a larger context that you can understand and apply in order to evaluate goals and quotas, keep your sales reps accountable, identify top performers, and foster healthy competition among your sales team. It's called a sales rep scorecard. It can be integrated with software you may already be using, and it is an indispensable tool that every sales manager should have.

Evaluate Goals and Quotas

If your team is not performing according to the goals you set for them, take a step back and look at those goals before you say anything to the team or any individual team member. It may be that the reason for the poor performance is that you've set goals that are unrealistic to achieve. In that case, it is not the team's performance that should be re-evaluated; it is the quotas and goals themselves.

When you don't have clear data to work from, it is easy to set unachievable goals for your sales team. Re-evaluating the process is a crucial first step to setting realistic quotas and goals for your team to meet. If you don't, your sales force will become overworked and frazzled trying to meet the impossible standard that you have set for them. Some may not stick around to try to achieve your unrealistic goals but may leave the company in search of a better sales manager.

Every individual member has a responsibility to the entire sales team, including you. So, if you hear your sales reps telling you, "it's not us, it's you," listen to them and use your sales rep scorecard to analyze data and guide you in setting reasonable goals that your sales team can achieve.

Keep Sales Reps Accountable

Once you've set reasonable goals, it is up to your sales reps to achieve them. Sales rep management software is the tool you need to ensure that each team member is pulling his or her own weight and performing in a way that is consistent with company values. To this end, you should set two types of sales targets for your team: effectiveness targets and performance targets.

Effectiveness and performance are two sides to the same coin.  You need to look at both to get a clear view of what each team member contributes to the group's overall success. Effectiveness is a measure of how well or how poorly your reps perform their jobs on a day-to-day basis. Performance is measured in terms of numerical results: total dollar amounts made in sales, quotas met, etc.

A sales rep may be meeting performance goals in terms of meeting quotas by sheer luck of landing one big account before the deadline. If all you're looking at is performance, you won't be able to uncover any underlying trends that indicate whether a rep will perform well consistently on an ongoing basis. Additionally, you won't be able to provide valuable coaching to the rep who is overall unskilled but gets lucky in landing a big sale when it really counts.

On the other hand, you may have a rep whose methods are sound but whose effort hasn't yet achieved the results you want. He or she may need more practice or just have had bad luck during a given month, but the ability is there, and the sales technique is sound. Data that reflects both effectiveness and performance will help give you an idea of the type of coaching you need to use to help this rep build on the effective foundation that he or she has laid in order to improve his or her performance and prevent you from unwittingly letting go of a valuable resource.

Identify Top Performers

When asked to identify the team's top performers, most managers know the very best rep, but can't accurately rank the rest of the team. That's because many sales managers are looking at sales team management software that measures a number of key performance indicators, such as lead conversion, without any weighting to give it meaning. A sales rep scorecard tracks the same KPIs but goes further in assigning each one a particular weight. Sales rep scorecards the combine all these KPIs into one meaningful overall score that managers and reps alike can understand and use to gauge performance.

Foster Healthy Competition

Sales professionals tend to thrive in an environment of competition that is healthy and productive. Once your scorecard has revealed the top performers on your sales team, you should make that data available to the entire team via the sales rep dashboard to motivate your top performers to try to reach the top spot.

Remember, however, that healthy competition does not necessarily involve only pitting your team members against each other. You can also compare their data against other sales groups to get them to pull together as a team. Healthy competition can also focus on self-improvement, with the goal of meeting and exceeding one's personal best.

If you’re looking for a platform to help automate your sales rep dashboards and other sales management needs, come check out what your data looks like inside Rekener!





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Gregory Keshian

Greg is COO and Co-Founder at Rekener. Greg’s career has been focused on using data to grow recurring revenue businesses. Before joining Rekener, he served as VP of Operations at ZeroTurnaround, where he built its strategy and operations practice, ran customer success and renewals, helped to grow and coach its high-velocity sales organization, and optimize its marketing efforts. Prior to that, he ran the BizOps and marketing functions for the AVOKE call center analytics business, a SaaS company within BBN Technologies. He got his start using data to improve sales and marketing efforts while at AppNeta. Greg is also a member of the Revenue Collective.

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