To conduct a sales audit, it is important to consider each of those metrics and identify the ones for which reliable data is available. Then, scour all sales data to clean and present the corresponding data on each metric.
Step 2: Identify areas of improvement
After teams clean and present data on each sales metric, it is time to analyze them to identify opportunities for improvement. Look for any outliers on the higher or lower ends, analyze each separately and identify why they stand out.
At the sales team level, high-value, high-use metrics such as sales volume, win-loss rate and average deal size make good starting points for analysis. At the individual sales rep level, high-value, high-use metrics such as revenue per rep, closing rates per rep or volume of opportunities at different stages of the sales funnel offer strong starting points.
However, for sales coaching to be effective, it is important to also dig into metrics such as customer-facing time per rep, call preparation time per rep and renewal/retention rate per rep. An analysis of those metrics for each sales rep helps to identify stronger and weaker skills and establish a base from which the sales coach can work.
Step 3: Build a framework for development
Successful creation of a sales development framework depends entirely on the areas of improvement identified in step 2. It doesn’t matter if the sales reps have tremendous experience or have already completed preliminary sales and product training. The focus of the framework, and of the sales coaching process overall, should be on working with each rep to make them better. For that reason, the sales development framework also must be iterative and flexible.