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Canadian Professional Sales Association

A good sales team lead spends a great deal of time actively monitoring and tracking the success of their sales team using a variety of KPIs. But when it comes to assessing THEIR success, the performance of the sales managers, we often look to a single metric: results.  Strange right? 

We require our sales team leaders to track their team because they can use the data to boost results and get the best out of their reps. Don’t we owe them the same treatment? 

A successful sales team leader plays a huge role in the success of their whole team. It is critical for senior sales leaders to accurately measure a sales team leader’s performance so they can not only help them improve and find them the right training and support, but also get a fuller picture of the vibrancy and health of the sales team as a whole. Here’s how to assess the success of your sales team leader.

1. Look at Results

We’ll start with results because they are of course extremely important. However it’s not enough to simply look at the numbers - revenue, profit and won opportunities - and make a judgement call. You need to go a little deeper. What’s driving these results? 

For example, let’s say a sales team is on target in all three metrics. However when you delve a little deeper and look at the sales performance of individual reps, you discover only a few selling stars are responsible for the win. This doesn’t reflect well on the sales team leader. An excellent sales team leader coaches and supports ALL their reps to meet or exceed targets, and doesn’t just rely on natural sales superstars.

2. Look at Tracked Activity

A sales team leader is responsible for their team’s productivity and success. They are responsible for holding reps accountable. A good way to judge how much their influence is impacting team results is to assess them by what they’re tracking and how they well they make use of the results. While they aren’t making cold calls, sending emails or setting up client meetings, they should be able to report on where each of their sales team are each week and be able to demonstrate how they’ve used team meeting time to boost results and keep reps on track.

3. Look at Sales Team Development and Churn

A highly effective sales team leader retains and develops their team and helps them grow with training and development. In terms of staffing issues, you should expect to see promotions happening in a healthy sales team. Sales managers should also develop new hires quickly; the length of time between onboarding and high productivity is a good metric to ascertain their success.

Sales can be a high pressure profession. But that’s no excuse for a high level of churn and burnout. A successful sales team leader creates a good team culture and has a low turn over rate. They work hard to recruit, effectively onboard and retain high-performing salespeople.

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