As we’ve mentioned in other blog posts, all sales teams go through four distinct steps in their data driven transformation:

four steps of the transformation 2

Where we meet most customers is in the first two phases, when they’re struggling to drive rep adoption and push activity data into their CRM.

Once we enable them to do this, it’s not long before they ask us the REALLY big question:

How do I use this data to improve performance?

This is because the hardest part of becoming data driven isn’t getting the data; it’s knowing how to operationalize it.

For example – when it comes to bottom performers, data-driven decisions are easy.  If you have a rep who makes half the number of calls as everyone else, is not hitting quota and refuses to increase their call volume, the management decision is obvious.

This becomes far less clear with “middle-of-the-pack” performers.  Let’s say you have two reps:

  • Rep A does 20% FEWER calls than average, and is at 80% of quota.
  • Rep B does 20% MORE calls than average, and at 80% of quota.

We quickly end up with more questions than answers:

  • What is the coaching intervention to be done on each?
  • Which rep is more likely to succeed?
  • Why is Rep A so much more efficient than Rep B?
  • Is there a way to create a single program that levels up both reps at once?

If we look closely at these questions, they are very mechanical – there is a logic and order towards diagnosing where the issues are, and how to assess the ROI of addressing them.

The presentation below shows just how mechanical (and easy) diagnosing rep performance can be, once you have the right data.  By simplifying this process and bringing it into a manager’s regular cadence, managers get the time they need to do what they are amazing at – coming up with strategies that motivate reps to walk down the path that the data is illuminating.