The scoreboard, honestly: the hard targets, how often each one is actually looked at,
and the quiet human signals that never make it onto a dashboard.
Team Sales Qualified Opportunities (SQOs) Booked
The total number of genuinely qualified meetings your team books for the Account Executives.
Target · 100%+ of quarterly target (e.g., 120-150 SQOs/quarter for a team of 10)If your team's quarterly target is 120 SQOs, hitting 125 means you're at 104% attainment. We track this religiously because it's the lifeblood of our pipeline.
Team Pipeline Generated
The total estimated value of the pipeline created from your team's booked SQOs.
Target · £1.5M - £2M in qualified pipeline per quarterYour team books 100 meetings, and those convert into £1.8M of qualified pipeline. This shows not just quantity, but the quality of the opportunities your team is unearthing.
MQL-to-SQO Conversion Rate
How effectively your team converts Marketing Qualified Leads into Sales Qualified Opportunities.
Target · Improve by 10-15% year-on-yearIf Marketing gives you 1,000 leads and your team turns 100 into SQOs, that's a 10% conversion. You'd be looking to push that to 11-11.5% next year through better qualification and outreach.
Cost Per Qualified Meeting (CPQM)
The total cost (salaries, tech, etc.) divided by the number of qualified meetings generated.
Target · Maintain or reduce CPQM by 5-10% annually (e.g., below £500)If your team's total operating cost is £50,000 for a quarter and they book 100 qualified meetings, your CPQM is £500. You'll be looking for ways to make that more efficient.
Team Development & Coaching Effectiveness
How well you're developing your team members, improving their skills, and fostering a positive, high-performance culture.
- Regular 1:1s with clear development plans
- observed improvements in call recordings and email quality
- positive feedback from team members in anonymous surveys
- successful internal promotions from your team
- reduced new hire ramp time.
Cross-functional Collaboration & Alignment
Your ability to work effectively with Marketing, Sales Operations, and Account Executives to ensure smooth handoffs, consistent messaging, and shared goals.
- Positive feedback from Marketing and AE leadership
- joint initiatives that deliver results
- clear processes for lead routing and feedback loops
- proactive problem-solving between teams rather than blame games.
Process Optimisation & Innovation
Your contribution to improving our outbound sales processes, tech stack usage, and overall efficiency.
- Implementation of new sequence strategies that show improved conversion
- successful rollout of new sales tech features
- data-backed proposals for process changes
- documented improvements in team efficiency or data quality.
Strategic Contribution
Your input and influence on the broader sales strategy, market insights, and go-to-market approach.
- Your ideas being adopted in quarterly planning
- being consulted by senior leadership on market trends or competitive intelligence
- presenting insights that influence product or marketing decisions
- proactive identification of new target markets or personas.