How to Build Objective Sales Performance Evaluations

The Challenge of Sales Evaluations

Sales roles are uniquely suited to objective evaluation because so much is measurable. Yet many organizations still rely on subjective assessments.

Key Metrics to Include

Revenue Metrics

• Total revenue generated

• Revenue vs. quota

• Average deal size

• Revenue growth

Activity Metrics

• Calls made

• Meetings held

• Proposals sent

• Pipeline created

Efficiency Metrics

• Win rate

• Sales cycle length

• Cost per acquisition

Customer Metrics

• Customer satisfaction

• Retention rate

• Upsell/cross-sell success

Building Your Evaluation Framework

Step 1: Define Success

What does a successful salesperson look like in your organization?

Step 2: Weight Your Metrics

Not all metrics are equally important. Assign weights based on priorities.

Step 3: Set Benchmarks

Establish what "meets expectations" looks like for each metric.

Step 4: Automate Data Collection

Use tools like Target Titans to automatically pull data from your CRM.

Step 5: Add Context

Metrics tell part of the story. Add qualitative assessment for completeness.