This article originally published on Predictable Revenue. If you’re whirling around in the 1.0 world, you might be a fan of using a metric to measure dials (how many dials per hour your reps are doing). It is a useful metric when you’re training new reps. It is a metric that measures activity. Once a rep ramps up their pipelines, are you still using dials as a way to track results? What about number of appointments? Is the appointment metric important to you? Does this metric really give you the data you need to more accurately forecast opportunities? As you work through your tracking metrics, it’s a good idea not only to track activity metrics (dials and appointments), but track opportunity metrics as well.  

Below are some basic prospecting “must-have” metrics for your outbound dashboards:


    • 1. # of Outbound E-mails per month


    • 2. # Call Conversions per month


    • 3. Response Rate to Emails (Benchmark: 5-9%+)


    • 4. # of Discovery Calls or Demos per month


    • 5. # of Qualified Opportunities per month


When you start to familiarize yourself with our framework and processes, you will see why tracking the metrics above are pivotal as you work through defining this stage of your sale process. There is a direct correlation between outbound e-mails, the response rate from the outbound e-mails, scoping (discovery) calls you make (15 minutes, 1 hour, 2 hour) and the number of qualified opportunities per month. Knowing these numbers and how your team is performing relative to these numbers replaces the “guess-work” part of how to improve with real-life actionable data.  

Read more: 3 Sales Closing Techniques from a Sales Industry Leader, John Barrows

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.