Sales team KPIs are the measurable results for every manager and operator: calls, meetings, conversion and sales volume. Without KPIs a team "stays busy"; with KPIs it delivers results.
In the VISAINFO case, a sales team of 14 managers working with KPIs reached 400 sales a month. In about 4 months, sales passed 3 billion UZS.
In short:
- KPIs are set by role.
- Metrics come from the CRM.
- Daily and weekly reports.
- Motivation is tied to KPIs.
Which KPIs should you set?
For the operator:
- number of calls per day;
- speed of the first call to a lead;
- share of leads booked for a meeting.
For the sales manager:
- share of meetings that move to a proposal;
- share of proposals that become sales;
- monthly sales volume and average check.
For the head of sales:
- team plan completion;
- CAC and conversion trends.
Where do you measure KPIs?
Only in the CRM and telephony. An Excel report written by the manager is not a KPI. When all the numbers are in one place, the arguments disappear.
More: why you need a CRM.
How do you run reporting?
- Daily — calls and meetings.
- Weekly — conversions and problem stages; a joint report with marketing.
- Monthly — sales, average check, plan completion.
We distribute the performance budget based on exactly this weekly report, looking at which funnels' leads are turning into sales.
Where do most people go wrong?
The mistake is setting KPIs only on the final sale. The manager does not know what is going wrong until the end of the month.
The right way is intermediate metrics: calls and meetings. They are visible every day and can be fixed fast.
Another mistake is setting too many KPIs. 3–4 main metrics are enough.
Conclusion
In short, a team is managed by numbers.
- Set 3–4 KPIs for each role.
- Take data only from the CRM.
- Run daily, weekly and monthly reports.
- Tie motivation to KPIs.
We'll build a KPI system for your sales team — book a consultation.
About the author. Safarmurod Abduroziqov is the founder and CEO of AURA Digital: 6 years in marketing, 50+ IT projects, ~$1M in managed ad budget. Telegram · LinkedIn
Frequently asked questions
Which KPIs should you set for a sales manager?
The share of meetings that move to a proposal, the share of proposals that become sales, monthly sales volume and average check.
What are the KPIs for an operator?
Number of calls per day, speed of the first call to a lead and share of leads booked for a meeting.
Where should KPIs be measured?
In the CRM and telephony. Reports written by hand are unreliable and cause arguments.
What results can you get with KPIs?
At VISAINFO, a team of 14 managers with KPIs reached 400 sales a month, and in ~4 months sales passed 3 billion UZS.