7 KPIs every Salesforce call center manager should track in Sales Cloud
There’s no need to mention how important KPIs are to any sales organization.
If you’re a sales leader you probably know that monitoring your metrics is key to hitting your revenue goals.
We’ve selected the top 7 KPIs that all call center managers should track in Salesforce Sales Cloud, along with some advice on how to use them best.
1. Inbound lead response time
Let’s face it - a sales org lives and dies on the amount of time it takes to respond to inbound leads. Inbound leads have taken the time to contact you through an online form, web chat or phone call, so you need to be quick in responding to them.
In fact, leads that are called back within 5 minutes of submitting a form are 100 times more likely to engage with your sales agents and 21 times more likely to become qualified leads. Even more eye-opening is the fact that leads become cold very quickly, with a Harvard study suggesting that agents who contacted leads within 5 minutes were 60 times more likely to qualify the lead than those that contacted after 24 hours.
In other words, the closer you can get to a 5 minute inbound lead response time mark, the better your sales results will be.
2. Total activities per rep
The KPI Activity Per Rep is a measurement of the total number of tasks that a sales agent or rep will do in a set period of time; e.g.: over one day or one week. The activities may include things like phone calls (inbound and outbound), meetings, emails sent, presentations, demos, video conferences, live chats, proposals sent, etc.
The KPI is calculated by keeping a tally of activities completed and adding them together, which can be recorded in Salesforce and displayed visually through a Dashboard.
Research suggests that the average benchmark for dials per rep (daily) is 52 and meaningful conversations per day is approximately seven.
3. Total number of leads generated per month
Total number of leads generated per month is the number one KPI to track in Sales Cloud as leads are the lifeblood of any revenue generating organization.
However, the number of leads generated per month does need interpretation to make it a meaningful KPI. For starters, you may want to break it down into sub-groups such as inbound and outbound leads.
This number will allow you to measure the health at the top of the funnel. In Sales Cloud, you can view the metric on a monthly report, and if you spot a downward trend, you can react quickly to solve the underlying issues.
To calculate this KPI using Salesforce data, you should use Lead Object, use the Lead Source field to track the source of the lead - specially to separate inbound from outbound leads.
4. Rate of contact
All sales managers know the importance of maintaining a high volume of outbound calls. According to research it takes around six calls to convert a lead. The old saying “always be closing” should be changed to “always be calling”! Whether they are cold calls or follow-ups to warm leads, all calls can be tracked through Salesforce, giving you an accurate value for rate of contact.
Regularly reviewing this KPI will help you to spot trends and cross-reference with sales results to look for any correlation.
The lower the contact rate the better as it means you are having to make less calls per sale.
5. Total opportunities won per month
It’s all well and good contacting a large volume of clients, but if you’re not creating enough opportunities from those calls then it becomes wasted time. Tracking total opportunities won per month is similar to conversion rate, but it includes all opportunities won, not just leads converted. In other words, it also includes opportunities won from organic sources or referrals.
You can set up the total opportunities won KPI to give you more information, such as identifying which point most people drop out of the sales funnel. The insights gained from this KPI can be used to adjust your process and train your team to pay particular attention to the drop off points. To calculate this KPI in Sales Cloud, you can use the Opportunity Object and filter the “iswon” field to “TRUE”.
6. Conversion rate
You didn’t think we’d put together a list of must-track KPIs for sales call center managers without including conversion rate did you?!
So, here it is - conversion rate - probably the most revealing KPI you can track to measure the productivity of your sales team. It reveals the percentage of leads that are converted to opportunities over a set time frame such as one month or quarter.
To calculate this KPI you need to divide the number of opportunities by the number of leads, using the Campaign section of Sale Cloud.
7. Average Contract Value (ACV)
It’s always good to have some tangible dollar figures to provide to senior managers and stakeholders as a KPI. ACV gives you a monetary figure for the average value of a sale. The figure allows you to attach a value to each lead and opportunity, which is useful for motivating call center sales staff.
To calculate ACV in Salesforce, you need to use the Opportunities Object and filter for Amount. You then need to work out the average over a specific time frame, usually one year. Alternatively, you can use the simple formula:
Salesforce Sales Cloud makes it remarkably easy to generate useful KPIs. All the data you need is there at your fingertips and can be easily manipulated to create insights that will help you to change strategy and focus your sales efforts in the right places.
The main KPIs to track and monitor are listed above, but there are many more metrics you can use to help you improve the performance of your call center sales team. You can go into granular detail with KPIs such as Follow Up Contact Rate, Pipeline Value Forecast, Outbound Call Contact Rate, Number of Demos Given, etc.
The number and depth of KPIs that you measure and monitor is up to you and depends on the nature and scale of your operation.