Which Sales Engagement Metrics Should You Track?

At most organizations, marketing departments have access to all kinds of sophisticated data, which they use to analyze user behavior and improve marketing efforts. But the vast majority of salespeople don’t have anything equivalent for tracking sales engagement metrics. Compared to their colleagues in marketing, sales teams are shooting in the dark. 

Wouldn’t providing sales teams with equally powerful sales analytics help the organization become more successful? To level the playing field, salespeople need data-driven strategies and the software tools to implement them. Think of it as being your own chief marketing officer.

To improve sales tactics, sales teams should be able to answer two important questions: “How interested and qualified is my prospect?” and “What is my most effective sales content?” Sales engagement metrics provide answers to these questions and many more. But the complexity and volume of information means you wouldn’t want to try tracking prospect interactions manually. 

A good sales analytics platform helps sales teams get the information they need without wasting valuable time. Many analytics solutions automate time-consuming processes and provide dashboards that support good decision-making. When you’re just getting started, begin by looking at the basics. Note how long prospects stay on your landing page, email or other sales assets, what they click on and when they move on.

As your analytics know-how grows, make sure to track these important sales engagement metrics. 

  1. Response to content: As a salesperson, you need to know if your prospects are actually looking at the sales assets you sent them. Tracking this metric shows you the percentage of your content that a prospect engages with and its likely impact on closing the sale. 

  2. Frequency: Monitor how frequently prospects engage with your content, including sales assets and other company websites and social media pages. 

  3. Recency: In general, a prospect that recently expressed interest in your products or services — by opening messages, visiting landing pages, downloading reports, etc. — is more likely to respond to sales efforts. 

  4. Duration: This metric measures how much time a prospect spends interacting with your messaging.

All of these sales engagement metrics provide you with information about how interested the prospective buyer is and how recent that interest actually is. Gathering this data over time reveals the meaning of subtle differences in buyer behavior. At first, tracking sales engagement metrics reveals important information on a per-prospect level. But over time, the aggregate data also helps you better understand trends among different types of buyers.

You’ll be able to see larger patterns and identify the most effective sales content for different scenarios. 

The Tellwise Nutshell (TTN): Your organization’s marketing department is likely using powerful analytics to improve its efforts and practices. Sales teams need equivalent tools to target prospects effectively and boost sales. Good sales analytics take the guesswork out of two important tasks: judging the interest level and qualifications of your prospects, and choosing the most effective content to send to them.

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