Track Sales Rep Targets - Faster, Easier, Better

We aim above the mark to hit the mark. Ralph Waldo Emerson Tracking Sales Rep Targets from Salesforce and Hubspot

Goals are good.  They keep us on track, keep us focused on the right things.  Most companies want to track sales rep targets, and then performance against those targets. If you have a good understanding of your business, you can create very useful targets to guide reps toward doing the right set of activities that will help them to hit their overall quotas.

But it's hard to track sales reps against their targets.  Most companies have lots of sales reps, many of them with different targets.  And there are many different metrics you want to track targets for. BDRs and SDRs have daily call goals, connect goals and demo / meeting goals.  They may also have opportunity generation goals. And then there are derivative goals, like a 10% connect rate, or a 4:1 connect to demo ratio.

Likewise, account executives have their own targets for pipeline generation, pipeline movement, bookings, close rates and ASPs.  Same for account managers who may have targets for upsell opportunities generated, add-on business closed, retention rates and so on. These goals might be tracked on a weekly, monthly or quarterly basis.

Can you track sales rep targets in Salesforce? 

Salesforce does have some ability to track quotas for sales reps.  The forecasting tab in Salesforce allows you to measure an overall sales quota for reps and teams.  This allows you to see pipeline against target in Salesforce.

But other than that, Salesforce is very limited in its ability to report on performance against target by sales rep.  Not to get too detailed about it, but the reason is because Salesforce struggles with cross-object reporting. What you really need are all of your targets to be tracked by rep (a rep is a User in Salesforce).  Then you want to compare the targets against actuals in Salesforce.  But the “actuals” are data in other objects, like tasks, events, contacts, and opportunities. So building a report in Salesforce on both users and another object breaks down.

Tracking targets in Salesforce and Excel is hard

So how do people track sales rep targets and performance?

On the sales floor, a lot of teams and companies will use a whiteboard to track daily goals like calls, demos and opps generated.  This is good for intra-day understanding of performance against goals, and a good practice to allow reps to put their demo on the board and get claps for it.  But there’s no history tracked and no ability to see trends over time or analyze the data.

Frequently, companies resort to spreadsheets to track and analyze sales rep performance against targets.  Spreadsheets are nice because they’re flexible. You can put your reps in as rows, and then put targets into the columns, and pull in your actuals to show performance against target by rep.

Usually this requires exporting several Salesforce reports, calculating the data, and then pulling it into a sheet for display.  This works well when putting the first report together, since you can customize your report to show exactly what you want. But spreadsheets break down in some pretty important ways over time:

  • Updating the data is painful.  It requires multiple exports from Salesforce every time you need new data.

  • Adding reps or changing team structures requires major changes to the workbook, sometimes requiring the whole thing to be recreated.

  • Distribution is bad.  Either you are sharing your sales rep data in Excel files and have version control issues, or you’re using Google Docs, which have relatively low limits on the number of cells that the workbook can have.

  • Showing data over time is hard.  If you want to see an arbitrary time period of data, you may need to re-write your whole spreadsheet to look at that time period specifically.

Track sales rep performance against targets dynamically

Because of the limitations described above, we at Rekener created Sales Rep Scorecards.  This is an app that connects straight to your Salesforce or HubSpot CRM. New data syncs from Salesforce or HubSpot over to your Sales Rep Scorecards automatically.  

Sales Rep Scorecards allow you to organize all of your data by rep.  Meaning, it’s not stuck inside of objects like opportunities and tasks the way it is in your CRM.  This gives you the flexibility of a spreadsheet, where you can have a list of reps and can display any metrics and data you want, from any object you want, organized by rep.  This is the cross-object reporting that Salesforce can't handle.  

Track sales rep targets for BDRs in Rekener

When it comes to tracking performance against targets, Sales Rep Scorecards make it easy.  You can add targets for any metric, for any rep, broken down by any time interval. Some examples of targets that Rekener users track are:

  • Daily call and connect targets for BDRs

  • Connect rate targets for BDRs

  • Connect to demo targets

  • Pipeline generation targets for AEs

  • Pipeline coverage targets for AEs

  • Sales quotas

  • ASP targets

  • Conversion rate targets

Track sales rep targets for SQLs and Connects in Rekener

We designed Rekener Sales Rep Scorecards to be as flexible as a spreadsheet in terms of what you can track, but without the limitations.  Sales Rep Scorecards is a web app, so it’s easy for your whole team to log in and see the data. And it’s built on top of the Rekener Customer Data Platform, so it’s able to handle all of your data from multiple sources, including custom sources.  The data updates as new data comes into your systems, so there are no Salesforce exports and no data mashing in spreadsheets.

If you are interested in seeing your sales reps performance against targets, let us know -- we offer a free trial to show you how it works.

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Gregory Keshian

Greg is COO and Co-Founder at Rekener. Greg’s entire career has been focused on using BizOps to grow recurring revenue businesses. Before joining Rekener, he served as VP of Operations at ZeroTurnaround, where he built its BizOps practice and team. He did the same for the AVOKE call center analytics business, a SaaS company within BBN Technologies. He got his start in BizOps for recurring revenue businesses while at AppNeta.

Sales Rep Scorecards

Rekener Sales Rep Scorecards is the quickest and easiest way to get all of your sales rep reporting done...period.

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