Sales Process Measurement Worksheet

complete the green and yellow cells only. The spreadsheet does the
Metrics

Benchmark /
Goal

Number of outbound calls and customer-specific e-mails per day per sales
development rep or salesperson

50

Connection Rate

17%

Contacts (connects, returned calls, and returned e-mails) per day

8.50

Percent of outbound contacts qualified into the A/B lead category

Average # of outbound contacts per month qualified A/B lead category

22%
41

Number of inbound leads per sales development rep per month

25

Percent of inbound leads qualified into the A/B lead category

45%

Average # of inbound leads per month qualified A/B lead category

Total number of Inbound and Outbound A/B leads per month per sales
development rep or salesperson
Average Sales Price for your product/service
Outbound pipeline value per month per sales development rep
Inbound pipeline value per month per sales development rep
Total pipeline value per month per sales development rep

11

Percent of A/B leads that will result in next steps in the sales cycle
(ex. Discovery, Demo, Trial)

52
$10,000
$411,400
$112,500
$523,900
33%

Number of new A/B leads per month converting to next steps

17.3

Percent of remaining A/B leads that close

30%

Number of opportunities from leads above that close

5.2

Projected monthly revenue from leads above

$51,866
Projected new annual revenue per rep resulting from leads and sales
process conversion assumptions above
Team number of sales development reps or salespeople developing new
inbound and outbound leads
Projected new annual revenue per team resulting from leads and sales
process conversion assumptions above

$622,393
6
$3,734,359

*Note: This tool was designed to plan and track the performance of a team. You can also use extra copies of this template t
from your systems. The actual connection rate can be difficult to measure, so some compan

This free template is brought to you by SpreadsheetMarketp

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Outbound calls
per rep per
month
Outbound A/B
Leads per rep
per month
Benchmark /
Goal for
inbound leads
per rep per
month
Benchmark /
Goal for
inbound leads
converted to A/B
Leads per rep
per month
Benchmark /
Goal for
Outbound
Conversion rate
to A/B Leads
Benchmark /
Goal for
Inbound
Conversion rate
to A/B Leads
Benchmark /
Goal for
Conversion rate
from A/B Leads
to next steps Evaluation
Benchmark /
Goal for
Conversion rate
from Evaluation
to Close

Benchmark /
Goal for ASP
Benchmark /
Goal for Total
Pipeline per rep
per month
Benchmark /
Goal for total
inbound and
outbound leads
converted to A/B
Leads per rep
per month

Please

he spreadsheet does the rest.

January
Actual

April
Actual

July
Actual

October
Actual

49

50

52

53

15%

16%

18%

17%

7.35

9.36

9.01

20%
32

21%
37

22%
45

23%
46

20

23

22

23

40%

41%

45%

48%

10

11

40

46

55

57

$9,000
$291,060
$72,000
$363,060

$9,300
$343,728
$87,699
$431,427

$9,700
$439,433
$96,030
$535,463

$9,800
$446,788
$108,192
$554,980

25%

27%

29%

31%

10.1

12.5

16.0

17.6

22%

25%

30%

29%

2.2

3.1

4.8

5.1

$19,968

$29,121

$46,585

$49,893

$239,620

$349,456

$559,024

$598,712

$1,437,718 $2,096,735 $3,354,142 $3,592,274

o use extra copies of this template to measure and track the performance of specific individuals, assuming you can generate individual leve
fficult to measure, so some companies start with the actual number of customer intereactions (phone and/or email)

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Benchmark /
Goals for
grapsh

50

50

50

50

41

41

41

41

25

25

25

25

11

11

11

11

22%

22%

22%

22%

45%

45%

45%

45%

33%

33%

33%

33%

30%

30%

30%

30%

$10,000

$10,000

$10,000

$10,000

$523,900

$523,900

$523,900

$523,900

52

52

52

52

NOTE: This template can be used for planning purposes by entering

goals into the yellow cells, or to track actual results against a plan to
perform a gap analysis.

Measure each key statistic and conversion rate monthly or quarterly to

identify areas for improvement.
This model can be used for companies with a separate sales
development team (I.e. lead gen) or salespeople who create and
manage their own leads
% of calls/e-mails that results in a live conversation or response.
Resulting # of calls/e-mails that results in a live conversation or
response.
A/B indicates a prospect that is qualified to buy.
Assumes 22 business days per month.
Enter the combined total of your inbound leads from your website,
marketing events, etc., then divide by the number of your sales
development reps or salespeople who manage those leads.
Inbound leads are generally more likely to be qualified as A/B than
initial outbound leads

ASP x # of outbound A/B leads.

ASP x # of inbound A/B leads.
ASP x # of outbound + inbound A/B leads.
"Next steps" generally refers to a middle stage of a sales process such
as an evaluation or presentation. You can modify this spreadsheet
template to measure conversion rates of additional sales cycle stages.
per sales development rep or salesperson
This is the fourth and final conversion rate measurement in this
template.
per sales development rep or salesperson
Each cell represents revenue sourced from one month's worth of
outbound and inbound lead generation, though parts of it may close in
multiple months depending on your sales cycle length.
This model generally excludes recurring revenue which can be
calculated separately.

Small incremental improvements in each conversion step (or the ASP)

will have a significant impact on the final results.

the performance of specific individuals, assuming you can generate individual level data
al number of customer intereactions (phone and/or email)

more templates, or assistance with custom

email to
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m

Sales Process Measurement

Fill in the yellow cells only, the spreadsheet do

Metrics
Number of outbound calls and customer-specific e-mails per day per sales
development rep
Connection Rate
Contacts (connects, returned calls, and returned e-mails) per day
Percent of contacts qualified into the A/B lead categroy
Average number of contacts per month qualified into A/B lead category
Average Sales Price
Pipeline value per month (A/B leads converted to "evaluating needs" or similar stage
opportunity) per sales development rep
Percent of A/B leads that will result in next steps in the sales cycle
Number of A/B leads that will result in next steps in the sales cycle per month
Percent of remaining leads that close monthly
Number of opportunities that close monthly
Projected monthly revenue per sales rep
Projected annual revenue resulting from leads generated by each sales development
rep

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cells only, the spreadsheet does the rest

Output Assumption
50
12%
6
15%
19.8
$50,000
$990,000
50%
9.9
20%
2.0
$99,000
$1,188,000

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readsheet does the rest

Notes

At this point, a lead classified as A/B maybe be categorized as "evaluating needs" or some similar term to
represent a relatively early stage in your sales process.

"Next Steps" generally refers to a middle stage of a sales process. You can modify this spreadsheet
template to measure conversion rates of additional sales cycle stages.
This is the number of opportunities produced per sales development rep that is now being managed by
Telesales or Field Sales
*Note: this is the forth and final conversion rate measurement in this template. Some sales processes
may have more or fewer sales cycle stages where it could make sense to measure conversion rates.
This is the number of orders produced per sales development rep that was closed by Telesales or Field
Sales.
This is the incremental revenue produced from orders per sales development rep that was closed by
Telesales or Field Sales, but does not include revenue sold from other lead sources

arketplace. For more templates, or assistance with custom

om or send an email to
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etmarketplace . com