A playbook that identifies the key metrics indicative of a successful pilot and sales motion.
Overview
For sales leaders and frontline managers at high-growth companies, analyzing and responding to KPI trends in real time is part of refining and replicating a successful sales motion.
Without frequently revisiting the movement of opps between stages, the success of pilots, and the relationship between AE activity and revenue generated, those responsible for building a fruitful and sustainable sales motion are doing their reps and themselves a disservice.
The 🔬🧪 Sales Motion Analysis Playbook outlines the dashboard and alerting formats and distributions crucial to helping sales leaders and reps stay in the know, aligned on, and proactively acting upon what’s working and what’s not.
Want help deploying one of these playbooks? Contact your CSM here.
Roles
- Inside Sales - SMB through Enterprise
- Outside Sales - SMB through Enterprise
- Inbound Sales Development - SMB through Enterprise
- Outbound Sales Development - SMB through Enterprise
Suggested Metrics
| Role & Segment(s) | 🟢 Basic | ⬥⬥ Advanced |
|---|---|---|
| Inside Sales, Outside Sales | Time in Stage, Opp Conversion: Conversion Rate from Stage, Win Rate, Average Selling Price, | Stage Reached Opp Owned By, Opp Conversion: Win Rate from Stage |
Suggested Views
These are a few suggested views to help monitor, manage, and improve Sales Motion Analysis for your reps and teams. The best practice is to group them together in a folder.
If you’d like to get amazing at innovating your own Atrium views, these guides on Dashboards, Alert Feeds, Opp Health Views, and Goals are a great place to start.
⏳ 👌🏼 Key Stage Conversion & Time In Stage Dash
Read more about Dashboards in Atrium here.
View Type: Dashboard
View Description: A dashboard tracking the conversion rates and time in stage for key stages, and their change over time.
Roles& Segments: All members of the AE team, SMB through Enterprise
Subject(s): AE Team Average (All)
Suggested Metrics: Opp Conversion: Conversion Rate from Stage, Time in Stage
| 📊 Metric, Filters, Splits | 👫 Subject(s) | 📅 Time Interval | 📅 Time Grouping | 📸 Screenshot |
|---|---|---|---|---|
| Opp Conversion: Conversion Rate from Stage (from Stage 1 for New Business Sales) | AE Team Average (All) | Trailing 12 Months | Month | Screenshot |
| Time in Stage (from Stage 1 for New Business Sales) | AE Team Average (All) | Trailing 12 Months | Month | Screenshot |
| Opp Conversion: Conversion Rate from Stage (from Stage 2 for New Business Sales) | AE Team Average (All) | Trailing 12 Months | Month | Screenshot |
| Time in Stage (from Stage 2 for New Business Sales) | AE Team Average (All) | Trailing 12 Months | Month | Screenshot |
| Opp Conversion: Conversion Rate from Stage (from Stage 3 for New Business Sales) | AE Team Average (All) | Trailing 12 Months | Month | Screenshot |
| Time in Stage (from Stage 3 for New Business Sales) | AE Team Average (All) | Trailing 12 Months | Month | Screenshot |
| Opp Conversion: Conversion Rate from Stage (from Stage 4 for New Business Sales) | AE Team Average (All) | Trailing 12 Months | Month | Screenshot |
| Time in Stage (from Stage 4 for New Business Sales) | AE Team Average (All) | Trailing 12 Months | Month | Screenshot |
| Opp Conversion: Conversion Rate from Stage (from Stage 5 for New Business Sales) | AE Team Average (All) | Trailing 12 Months | Month | Screenshot |
| Time in Stage (from Stage 5 for New Business Sales) | AE Team Average (All) | Trailing 12 Months | Month | Screenshot |
| Opp Conversion: Conversion Rate from Stage (from Stage 6 for New Business Sales) | AE Team Average (All) | Trailing 12 Months | Month | Screenshot |
| Time in Stage (from Stage 6 for New Business Sales) | AE Team Average (All) | Trailing 12 Months | Month | Screenshot |
Broadcast Audience: VP Sales, AE Team Manager, AE Team list serv (Screenshot)
Broadcast Cadence: Weekly on Sunday afternoons
Example Screenshot(s): Screenshot
🛬🛫 Pilot Performance Dashboard
Read more about Dashboards in Atrium here.
View Type: Dashboard
View Description: A dashboard showing insights around the pilot motion.
Roles & Segments: All members of the AE team, SMB through Enterprise
Subject(s): AE Team Total (+ Managers), AE Team Average (Ramped), All members of the AE team
Suggested Metrics: Stage Reached Opp Owned By, Opp Conversion: Win Rate from Stage, Win Rate, Average Selling Price, Time in Stage
| 📊 Metric, Filters, Splits | 👫 Subject(s) | 📅 Time Interval | 📅 Time Grouping | 📸 Screenshot |
|---|---|---|---|---|
| Stage Reached Opp Owned By (Stage = Pilot, split by tier) | AE Team Total (+ Managers) | Trailing 12 Months | Month | Screenshot |
| Stage Reached Opp Owned By (Stage = Pilot) | All AEs on team | Trailing 12 Months | Month | Screenshot |
| Stage Reached Opp Owned By (Stage = Pilot, Split by Tier) | All AEs on team | Trailing 90 Days | None | Screenshot |
| Opp Conversion: Win Rate from Stage (Stage = Pilot) | AE Team Average (Ramped) | Trailing 12 Months | Quarter | Screenshot |
| Opp Conversion: Win Rate from Stage (Stage = Pilot) | All AEs on team | Trailing 12 Months | Quarter | Screenshot |
| Opp Conversion: Win Rate from Stage (Stage = Pilot) | All AEs on team | Trailing 90 Days | None | Screenshot |
| Win Rate (Filter = new business) | All AEs on Team | Trailing 90 Days | None | Screenshot |
| Average Selling Price (Filter = new business) | All AEs on Team | Trailing 90 Days | None | Screenshot |
| Stage Reached Opp Owned By (Stage = Pilot, split by opp size) | AE Team Total (+ Managers) | Trailing 12 Months | Month | Screenshot |
| Stage Reached Opp Owned By (Stage = Proposal Sent) | AE Team Total (+ Managers) | Trailing 12 Months | Month | Screenshot |
| Time in Stage (Stage = Proposal, Opp Stage (Bucketed)=Closed Won) | All AEs on Team | Trailing 90 Days | None | Screenshot |
Broadcast Audience: VP Sales, AE Team Manager, AE Team list serv (Screenshot)
Broadcast Cadence: Weekly on Sunday afternoons
Example Screenshot(s): Screenshot
💡 ❗️All Strategy Insights 🦊
Read more about Alert Feeds in Atrium here.
View Type: Alert Feed
View Description: Strategy insights analyze reps’ behaviors by looking at groups of metrics that are moving together. An alert feed composed of just those insights is a powerful way of understanding the nuances of various reps’ sales motions. Roles & Segments: All AEs, SMB through Enterprise + All SDRs, SMB through Enterprise
Subject(s): All members of AE & SDR teams
Suggested Metrics: Time in Stage, Opp Conversion: Conversion Rate from Stage, Win Rate, Average Selling Price, Stage Reached Opp Owned By, Opp Conversion: Win Rate from Stage
Alert Categories: Strategy Insights
Alert Type(s): Positive, Warning, and Neutral Alerts
Broadcast Audience: AE Team Manager, SDR Team Manager via email
Broadcast Cadence: Twice weekly on Monday and Friday mornings
Example Screenshot(s):Screenshot
View Example Screenshots
⏳ 👌🏼 Key Stage Conversion & Time In Stage Dashboard
🛬🛫 Pilot Performance Dashboard
💡 ❗️ All Strategy Insights 🦊
