Skip to main content

Article 8 min read

Sales productivity: How to measure it.

By Lauren Funk

Last updated July 20, 2021

Measuring sales productivity has always been an important activity for sales managers. Now that businesses are more data-driven, it is even more crucial for every sales team to know exactly how to maximise sales and productivity through effective productivity-tracking practices..

Fortunately, it doesn’t have to be hard to implement measures that show where your sales agents are wasting time, and where they should put more energy to get the most out of every minute they spend selling.

Let’s dive into five ways for measuring sales productivity that are backed by sales experts — individuals with years of sales experience including sales authors, strategists, CEOs, coaches, and founders.

Measure the number and quality of customer interactions

Customer interaction

Review Activity Reports in your CRM

While many sales agents may go through the motions of talking with lots of prospects (e.g., high call volumes), are your sales agents having enough meaningful conversations that will lead to a sale? Sales management software can help you assess this.

According to Wendy Weiss, president of, “The metrics that are important to measure for telephone prospecting are: Dials, Conversations (with a qualified prospect) and Appointments. Many sales professionals will track their number of Appointments, some will track their Dials and Appointments, but very few track the number of Conversations they’re having with qualified prospects. Without that middle number, it’s impossible to know how you’re doing.”

You also need to monitor the quality of each potential customer conversation. Numbers are meaningless if you’re not building relationships and driving sales. “To me, quality is my most important productivity tool," says author, speaker, and strategist Jill Konrath. She adds, I want to have maximum impact with every client interaction, keeping my prospect moving forward. If that didn’t happen, I need to revisit my planning, knowledge, strategy, approach, messaging and more.”

Productivity measures: Track calls, emails, and meeting metrics in your CRM. Zendesk Sell generates reports based on these activities. For example, you can see the number of calls, call duration, call length vs. time of day, as well as call outcomes — important to know if calls are high quality and effective. If you’re a sales manager, you can sort this info by sales agent. Some agents might have better call outcomes than others. Pair these agents with the ones who are struggling.

Pay attention to sales pipeline progress

deals pending

Check opportunities in each stage of the sales pipeline.

If your sales agents only have a general idea of pipeline opportunities, that’s not a good productivity sign. The number of opportunities should be carefully monitored as each stage indicates what revenue you’ll have at the end of the quarter. Using sales software to track the progress of sales stages also highlights what skills agents need to improve.

As Lori Richardson, founder and CEO of Score More Sales, explains “A productivity metric every salesperson should be paying attention to is number of opportunities prospected, to qualified, to closure. That’s really three metrics, but I want to see what a rep started with (to know if they have enough of the right activity while prospecting), what they move through as “qualified” in the pipeline (so I know if they are spending time in the right places), and then of those qualified, how many came to closure – so that I can tell if they are working the right opportunities or if there are other issues, such as lack of urgency or poor messaging.”

This productivity tip goes back to creating a quality sales pipeline. It might go without saying, but your salespeople need to generate enough quality leads early on to increase the chance of closing more deals. “If you are not making contact with new people constantly, I don’t care how good you are at asking for the sale, overcoming objections, questioning or anything else,” sales, marketing and business coach Butch Bellah says, “You’re not going to have anyone to talk to.”

Productivity measures: Review the number of opportunities at each stage of the sales pipeline to check for any bottlenecks and to make improvements, if needed. Ensure that your sales agents are generating enough leads to move through the pipeline. Also, check if these leads match with buyer personas. For example, if certain sales agents have a large number of prospects, but are failing to move them to the Qualified stage, you might need to revisit your customer qualification requirements. Deal loss reason, average lead response time, closing ratio, and customer acquisition cost are four pipeline metrics to keep a close eye on.

Evaluate whether you’re meeting your sales forecast

sales forecast

Sell’s CRM “Forecasted Sales” report

Sales forecasting assists with more than just estimating final numbers — it provides a baseline for reps to see if they’re on track to meet goals and if their skills need improving.

As Jeff Sheehan, coauthor of “Hired! Paths to Employment in the Social Media Era," explains, “No matter how you might want to slice and dice it, the number one measure for sales is the amount of revenue which is generated versus that forecasted. Is the salesperson meeting his or her plan? If so, at what percentage to plan? Any deviations need to be thoroughly explained and corrective actions taken to ensure that the person gets back on track during the upcoming month, quarter, or other reporting period.”

Work backward from your sales forecasts to determine if you or your sales agents are on track to meet their quota. “Reflect upon how many sales are required, the most likely candidates who will purchase, and the prospecting required to keep the pipeline filled at all times,” says Elinor Stutz, CEO, Smooth Sale. “Come to terms with the number of contacts required, and dedicate yourself to the task in order to make the ultimate sales reality.”

Productivity measures: Review your sales forecasting reports. What is your forecasted revenue at the end of the quarter? How many deals will you need to close to meet this goal? For example, maybe you determine that you have a quota of 25 deals to close at the end of the quarter and must win at least 50% of deals in your pipeline in order to reach that number. Your CRM should show if these goals are being met. If not, break down the numbers to understand what activities you or your agents need to complete to meet the quota long before the end of the quarter.

Track your thank-you notes


Productivity is not just about the hard numbers. It’s also about how salespeople are nurturing relationships with prospects. A handwritten note is one way to approach customer nurturing (and a great way to stand out from other reps who only send emails). Compose personal notes that show your appreciation for the prospect or customer.

According to Craig Wortmann, founder & CEO, Sales Engine,I closely track how many thank-you notes I write to people, because for me that’s a lagging indicator of productivity. If I’m generating leads and pushing those leads into the sales process, chances are that I’ve now got someone to thank. And as I’ve said a million times, a “thank-you” is only a thank-you if it’s done properly. An email will not suffice. So I use tags to measure how many notes I’ve written and mailed in a given month.”

Productivity measures: Keep up with the number of thank-you notes written by the month. This could be a thank-you note after a sales meeting, closing a sale, or a customer referral. Categorise notes by sales stage or by customer type. If you’re a Sales Manager, review how many notes your sales agents are sending and how many deals/relationships this translates to.

Prioritise your selling tasks


Prioritise your sales tasks through your CRM.

Jumping from one sales activity to the next can be deceiving — it might look productive, but in reality, your sales agents could just be spinning their wheels without actually moving high-quality prospects forward. Prioritisation can help with this problem.

“When it comes to my own productivity, I focus on results,” says Jim Keenan, founder, A Sales Guy Consulting, “I find measuring time and productivity to be counterproductive. Measuring individual productivity takes me away from what I should be doing. With that said, to ensure I’m being productive, I prioritise my tasks and initiatives to make sure I know what is most important and only work on those things.”

Productivity measures: Use your CRM to organise sales activities, conversations, and calendar. For example, with Sell, you can input tasks and sort by different filters such as due date to know which tasks to focus on. If you’re a Sales Manager, you can track the tasks of your sales rep by owner. If you want to know which customer conversations to prioritise, head to the Communication Centre. For example, with emails, you can refine results by “Hot Deals.”

Effectively measuring sales productivity

The use of sales management systems and crm software are effective ways to monitor and improve your customer relationships and subsequently increase sales productivity. Many providers of such sales management tools offer free trials, meaning you have nothing to lose in trying them out to see if they will genuinely help improve sales for your business.If you’re unsure how productive your sales team actually is, take our productivity quiz to find out. Once you have solid productivity processes in place, use the above measures to understand what activities you need to focus on, as well as provide clear objectives for your salespeople. As you improve measuring sales productivity and the process, you increase the chance of higher sales!

Related stories

6 min read

Can Zendesk be used as a CRM?

Choosing the right software can be a nightmare. With so many acronyms, options, and features, making…

9 min read

Value chain: definition, examples and guide

The value chain gives you the tools to maximise your company’s value and profit margin by evaluating all business activities.

9 min read

100+ catchy sales slogans and taglines that customers will love

Memorable sales slogans and taglines are the earworms of marketing. Learn what makes a great one and how to harness its power to accelerate sales.

13 min read

What is a sales funnel? Strategies on how to create one (+ examples and templates)

A sales funnel is critical for understanding the path to purchase. Learn how it works and how to build one so you can increase conversions.