Is Your Sales Performance Management System Tracking Inside Sales?

July 30, 2012 at 7:00 AM

One of the hottest topics among sales leaders right now is inside sales. In fact, 71% of sales leaders we surveyed are planning on increasing their investment in inside sales. To ensure that this investment obtains the return your organization is looking for, your Sales Performance Management system must be ready to track progress.

To track progress and learn more about inside sales and if it is right for your organization, register to receive a free download of our Inside Sales Dashboard.

Inside Sales Dashboard 

Leveraging the same dashboards and metrics for outside and inside sales is selling your organization short. In fact, the two functions  should be measured and benchmarked differently. Inside Sales is focused on efficiency while outside sales focus on effectiveness. Here are 4 different categories to measure to ensure a successful inside sales organization:

Cost of Customer Acquisition

Identifying and benchmarking the cost of customer acquisition is critical to your inside sales program. Specifically, the customer acquisition cost should be competitive with your peer group. Furthermore, customer acquisition cost must be significantly less than the customer acquisition cost of your outside sales team. 

Key Metrics:

  • Inside Sales Customer Acquisition Cost
  • Outside Sales Customer Acquisition Cost
  • Benchmark Data for Inside Sales Customer Acquisition Cost

Average Cost of a Sale

Determining the average cost of the sale for a product/service is important.  There should be a direct correlation between cost and the complexity of the sale. For example: if you are Boeing selling a contract for the new Dreamliner 787, the order is going to be complex with multiple parties involved.  As a result, the deal is going to be significantly larger, and the cost of the deal significantly higher. However, if you are selling a software package to tens of thousands of companies, the average sales price and sale complexity will be much lower.

Key Metrics:

  • Average Sales Price
  • Delta between Outside and Inside Sales Price

Call Volume

Inside Sales is an efficiency play that allows your organization to reach a greater number of prospects at a reduced cost.  Measuring call volume is critical to ensuring success. Make sure your inside sales representatives are able to reach more customers than your outsides sales force.

Key Metrics:

  • Number of Phone Call per Representative
  • Number of conversations that take place
  • Average duration of each conversation
  • Number of emails sent
  • Amount of correspondence between insides sales rep and prospect/customer


In today’s world speed is of the utmost importance. This is no different in sales. It is critical for your inside sales team to respond as quickly as possible to customer inquiries. The best way to measure the impact of speed is to look at the relationship between the speed with which a lead is contacted and the probability of a sale. The best time to talk to a lead is immediately.  However it is also important to know how the much the probability of the sale decreases as a function of time.

Key Metrics:

  • Time to contact Lead
  • Sales closed won

If your organization currently has an inside sales force or is considering building one, these metrics will help you ensure success. Download the Inside Sales Dashboard for more information. 

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Topics: Sales Analysis, Sales Performance Management, Inside Sales

Posted by Joshua Meeks

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