REVOPS TRAINING

Activity Metrics

Counts of seller actions — calls, emails, meetings booked — used as leading indicators of pipeline.

Leading, but only sometimes

Activity predicts pipeline when the activity is well targeted. Against a poor list, more activity produces more rejection and nothing else. Activity metrics without conversion metrics measure effort, not effectiveness.

They are trivially gamed

Any activity count that is compensated or ranked will rise without the underlying behaviour improving. Pair every activity metric with a downstream conversion metric.

RELATED TERMS

Pipeline Velocity

A composite of the four variables determining how fast pipeline converts to revenue: number of opportunities, average deal size, win rate, and sales cycle length.

Quota Attainment

The proportion of quota a rep achieved, and across a team, the distribution of that proportion.

Outbound Sales

Manufacturing pipeline by initiating contact with accounts that have not raised their hand.

FURTHER READING

Dysfunctional Consequences of Revenue Performance Measurement: Three Distortion Mechanisms

Ridgway's 1956 finding — that performance measures reliably produce behaviour optimising the measure rather than the goal — applied to revenue metrics, with a diagnostic for detecting distortion in data an organisation already holds.

Learn how to apply this: RevOps 101: Revenue Operations Foundations

Definitions are the vocabulary. The courses are where you learn to operate it, with the interactive audit tools.

See the course