The scoreboard, and what is not on it. The hard targets, how often each is actually
looked at, and the quiet signals that never reach a dashboard.
Annual Quota Attainment
The total revenue you bring in compared to your assigned target.
Target · 100%+ of a £750,000 - £1,000,000 annual quota If your annual quota is £800K, you need to close at least £800K in new business over the year. We'll check this monthly and quarterly to see how you're tracking.
Pipeline Coverage
The value of your active sales opportunities compared to your quarterly quota. This shows if you have enough potential deals to hit your target.
Target · 3x - 4x your current quarter's quota If your quarterly quota is £200K, you should have at least £600K-£800K worth of deals in your active pipeline. If it's less, you're probably not prospecting enough.
Average Deal Size
The typical value of the deals you're closing. Bigger deals usually mean you're selling more value.
Target · Increase average deal size by 10-15% year-on-year, aiming for £50,000 - £75,000 per deal If you closed 10 deals for a total of £500K, your average deal size was £50K. We'd look to see that number grow over time, showing you're landing bigger fish.
Sales Cycle Length
How long it takes, on average, for a deal to move from initial contact to close. Shorter is usually better.
Target · Maintain or reduce average sales cycle by 5-10% (e.g., aiming for 60-90 days) If your deals typically take 120 days to close, we'd want to see that come down to, say, 100-110 days, suggesting you're qualifying better or moving faster.
CRM Hygiene Score
How accurately and completely you're updating Salesforce with all your activities, notes, and deal stages. It's boring, but crucial.
Target · 90%+ completion rate for all required fields and activities We'll check if all your calls are logged, opportunities have next steps, and stages are correct. If your score drops below 90%, expect a nudge from your manager and Sales Ops.
Discovery Call Quality
How well you uncover a prospect's true pain points, challenges, and business objectives during initial conversations.
- Your manager will listen to call recordings (using Gong or Chorus.ai). We'll look for evidence of deep, open-ended questions, active listening, and the ability to summarise the client's needs accurately. Do you get to the 'why' behind their stated problem? Are you asking about the impact of their problems on their business? That's what we want to hear.
Client Relationship Building
Your ability to build trust and rapport with multiple stakeholders within an account, positioning yourself as a credible advisor.
- This shows up in things like prospects actively returning your calls, asking for your advice, and introducing you to other people in their organisation. We'll also look for evidence of multi-threading in your CRM notes – are you talking to more than one person? Are you getting referrals or positive feedback from clients? That's a good sign.
Deal Strategy & Execution
How effectively you plan and execute your sales strategy for each opportunity, navigating complexities and overcoming objections.
- During weekly pipeline reviews, we'll discuss your specific deal strategies. Are you identifying the economic buyer? Do you know the decision process? Have you mapped out the competition? We'll look at your win/loss reports and see if you're learning from both successes and failures, and if your approach is becoming more sophisticated over time.
Coachability & Adaptability
Your willingness to take feedback, learn new approaches, and adjust your sales tactics based on market changes or coaching.
- After a coaching session, we'll look for you to actually apply the advice. Did you try that new talk track? Did you adjust your qualification questions? We're not looking for perfection, but a clear effort to implement suggestions and a demonstrable improvement in your approach. If you're stuck in your ways, this won't work.
