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Sales Metrics: 20 Must-Have Tracking Capabilities

In the past few years it has become established best practice for sales managers to drive their teams using a series of ‘leading’ sales metrics.

Anthony Day CloudApps A blog post by Anthony Day, CTO, CloudApps

Used in tandem with traditional ‘lagging’ sales metrics (i.e. closed revenue) these ‘leading’ counterparts essentially describe the ‘sales behaviours’ that we know will drive deals towards the desired (lagging) outcome.

So, when we talk about ‘leading’ sales metrics, we are really describing the high-value sales behaviours that, when combined, drive healthy deals through the pipeline towards closure.


And this is where the line starts to blur for a lot of sales managers. This confusion isn’t helped by the lack of capability on offer in CRM systems to track ‘sales behaviours’. They are typically good at tracking ‘sales activity’ but that is a completely different thing.

Sales behaviours are the good (and the bad) habits your sales reps exhibit every day. These are the behaviours that really contribute to moving deals forwards (or conversely dragging them back!). They are often time-bound and usually complex in their nature. The occurrence (or otherwise) of these sales behaviours will be having a huge impact on the health of your pipeline.

And if you had full clarity into sales behaviours rather than just sales activity, you could begin to influence more of them.


The Difference Between ‘Sales Activity’ & ‘Sales Behaviour’

Let me expand by offering a simple example:

In the CRM world a ‘sales activity’ really translates as the recording of a simple action undertaken by a rep, no matter of the actual benefit on the final outcome.

So, for example, sales reps are often applauded for managing to place 80 sales calls in a day. However, it’s pretty likely the vast majority of those calls ended up being conversations with answering machines.

Awarding sales reps for leaving 80 voice messages is unlikely to see them hitting their target anytime soon. It’s clear that sales activity does not equal sales success.

A more meaningful version of the above would be a ‘sales behaviour’ such as this:

A meaningful sales call:

  • A sales call was placed
  • The call lasted longer than 10 minutes
  • It was for a deal that is forecast to close this quarter
  • The call was to a contact with a senior job title, who is recorded as the ‘decision maker’ or ‘influencer’ for the deal
  • This is the 10th such call made today

This is the kind of high-value sales behaviour that drives success. And if you can track them, you can motivate more of them.


sales metricsSuMo helps our customers to achieve precisely this; including Vodafone, Shell, Roche, UBM, SIG, Post Office and many more.


20 Must-Have Sales Behaviour Tracking Features

Our goal should be to “model the best practice (often complex) sales behaviours that drive sales success”.

If you can model such sales behaviours, you can track performance against them. You can also motivate the team to perform more of them.

The challenge is that CRM systems do not provide any mechanism to model such behaviour. And this is where SuMo steps in to help.

I have listed below twenty common examples of the types of high-value sales behaviours our customers seek to track. Each example has been deliberately selected to highlight a particular capability within the SuMo platform.

However, the flexibility built into the powerful SuMo engine allows you to track and motivate pretty much any manner of high-value sales behaviour.

Let's go ahead and take a look at twenty of the typical ‘Sales Behaviour’ tracking requirements and the corresponding SuMo platform capability.


  1. Opportunity Next Steps field has been updated (where the associated Account is an ‘Enterprise’ Account & the Opportunity Owner is in the ‘UK Sales Team’)

Complex Relationship Criteria

SuMo can evaluate data spanning multiple objects in real time (In this example data spanning the Opportunity, Account and User objects)


  1. 50 Leads are converted each business week. Each Lead must have been converted within 24 hours of its creation

Relative & Business Dates

SuMo allows you to bring 3 areas of complexity into one:

i) Aggregation over time (50 leads)

ii) Within a specified ‘business’ period (each business week)

iii) Check against relative time (within 24 hours of creation)


  1. The Opportunity Next Steps field is updated with a length of greater than 200 characters

Formula Based Criteria

SuMo provides a formulaic way to check and validate text length in a given field on the fly


  1. The Opportunity Amount field has been increased by greater than 10%

Current vs Previous Value Check

SuMo can compare new field values versus previous values in real-time, as the record is being updated


  1. Track Opportunities that have not been updated in the last 20 days

Time Delay Tracking

This moves beyond behaviours triggered in real-time by user input

SuMo delivers scheduled behaviours that wake up at specified times of the days and look backwards at data patterns


  1. Achieve a cumulated value of £200K across Opportunities that have reached Qualified stage during this quarter

Aggregate Behaviours

SuMo delivers the ability to track a ‘count’ or ‘sum’ of a numerical field and trigger when an aggregate is met. It also requires that only certain deals should be counted towards the aggregate if a condition has been met within a specified business period


  1. £200K of Opportunities reaching Qualified stage this quarter within 10 Opportunities

Bounded Aggregate Behaviours

Similar to the above, but in this instance restrict the number of repetitions in which to complete the aggregate


  1. A sales rep coaching session has been completed

Custom Objects

SuMo provides support to track behaviours that span custom objects including other native Salesforce apps


  1. Add a Contact Role of ‘Decision Maker’ to an Opportunity

Non-Trigger(able) Objects

SuMo delivers the ability to track behaviours against salesforce objects where a trigger cannot be added (such as Contact Role, Opportunity Competitor etc.)


  1. Opportunity Close Date pushed out by greater than 30 days or Opportunity Stage moved Backwards

Undesirable Sales Behaviours

SuMo caters for the ability to monitor careless sales behaviours as well as positive ones


  1. Motivate a sales rep for the first 20 ‘Follow-Up’ Meetings

Limit by User

SuMo can limit a user to a max number of rewards for a certain sales behaviour


  1. Trigger only the first time that an Opportunity is placed into the ‘Qualified’ stage

Single Reward by Record

SuMo is intelligent, allowing rewards to be delivered only once for a single record


  1. Reward for every time that the Opportunity Amount has increased

Multi Rewards by Record

SuMo can also be set to allow multiple rewards for a single record


  1. Reward the Sales Rep when the Opportunity is closed by Sales Operations

Reward any User

The recipient or beneficiary may not be the person updating the record - the recipient can be any user field on the record, including custom fields


  1. Reward for a daily Chatter post

Specify Wait Time

SuMo can wait for a specified delay before a user can get rewarded for the same behaviour again


  1. Reward 3 points for each £1,000 of Opportunity that reached Qualified stage for the SME team and 1 point for the Enterprise team

Reward Value Formulas

Within the same sales behaviour, SuMo can vary the reward value based on certain conditions. In this case the condition is one held on the user record (the team they are in)


  1. The Opportunity Amount > £10K AND (Stage = Qualified OR Stage = Prospect) AND (Type = ‘New Business’ OR Type = ‘Renewal’)

Complex Criteria Logic

SuMo provides the flexibility to specify a complex set of chained attributes through ANDs, ORs, NOTs and brackets


  1. ‘When a record is created’, ‘When a record is edited’ orWhen a record is edited and did not previously meet the behavioural criteria’

Multiple Evaluation Conditions

SuMo caters for multiple actions that trigger tracking and rewarding in real-time (right as the data is being updated)


  1. Reward when a Task record added only if it’s related to an Opportunity

Polymorphic Field Support

SuMo is able to support polymorphic (WhatId, WhoId) fields on activity records. For example, allowing you to only trigger a reward when the task record is related to an Opportunity


  1. Group Behaviours that match broad pipeline activities (Qualification, Deal Management, Deal Cadence, Deal Closure, Account Management etc.)

Behaviour Grouping

Behaviours can be grouped into areas for tracking and reporting purposes


Want to learn more? Discover the four steps to a clean & healthy pipeline by reading our latest white paper.


Alternatively, watch this video to learn how NewVoiceMedia use SuMo to build world-class sales hubs.

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