Editor's Note: This post was originally published in Sales & Marketing Management.
As a sales manager, you spend serious time and care setting clear expectations; this is how you help your salespeople approach their work with purpose. But to see real improvement, you need a system in place that measures how those expectations are being met.
Worse, metrics these days are like pop songs: They’re catchy for a while until a new one comes along and grabs everyone’s attention. A sales manager I once knew was in love with a particular metric: the number of calls each seller made in a day. While call volume certainly contributed to sales success, it shouldn’t have been this manager’s sole focus. What he ended up creating was a team that blustered through calls without making meaningful progress with sales.