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This article originally published on Predictable Revenue.
Salesforce dashboards and reports are powerful and essential to Sales Development Managers tasked with reporting on team productivity, forecasting future pipeline, and setting their company’s outbound sales strategy.
To help SDR managers configure useful reports, Daniel Barber, Bryan Gonzalez, Richard Harris, Chris Flores, and Michael Farrington, joined forces in a webinar on Salesforce Dashboards Best Practices.
They agreed on two general principles that SDR Leaders should apply before launching a dashboard.
Have you ever noticed that some Salesforce reports seem to update themselves, staying accurate up-to-the-minute, while others are unreliable and seem to permanently lag weeks behind? Dashboard accuracy is usually a strong indication of the degree of alignment between the personal goals of SDRs, and the company’s reporting goals.
When organizations attempt to use SDRs for ‘data entry’, it almost always fails. Sales Managers can’t hold reps accountable to diligent data entry when it interferes with the SDRs’ primary objective of generating new business.
The best Sales Operations leaders achieve high adoption and accurate reporting by aligning reporting goals with SDRs’ personal goals: hitting quota and saving time.
A few ways to align reporting goals with SDR goals are to:
For better or worse, reports and dashboards drive behavior, so SDR Managers should be cautious to only report on metrics that drive positive outcomes.
During the webinar, sales managers cautioned against emphasizing email activity reports because a high volume of email activity does not necessarily drive positive outcomes (and can diminish the quality of your messaging). Because one email can be ten times as effective as an alternative, reports and dashboards should encourage reps to keep the quality of messaging high, use multiple channels, and perform research.
Aaron Ross, of the award-winning, bestselling book Predictable Revenue, has been teaching companies how to double or triple (or more) new sales since he helped Salesforce grow from $5m to $100m. Now he’s turned his attention to building the software platform that will power the next wave of Cold Calling 2.0 teams. Check out Aaron’s latest work on How Hyper-Growth Companies Create Predictable Revenue.
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