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[Music] hi my name is couch Wanda and welcome to selling power TV today we have the pleasure of meeting with Donald Daley is the founder and CEO of the Task Group welcome to all take care hair it's great to be here thanks for having me let's talk about sales effectiveness stall how do you define sales effectiveness well sales effectiveness is is is how they how the salesperson makes progress on daily basis so they're not going to win deals every day but they're going to make progress and and and and we define sales effectiveness as the measurement of what they're doing against what kind of key metrics so what are they doing and the number deals are working on the win rate they get the sales cycle they manage so sales effectiveness for for me is really about trying to trying to provide people with the right than deep methodologies supporting tools and practices so that they can maximize their sales velocity how do you go about defining what to measure and how to measure well you know when we speak to to to folks in a who are interested in a sales effectiveness initiative and everybody would say well I want to increase revenue but nobody can increase revenue for that company and their first 30 days so we look at so if you're gonna increase revenue what's the B of the leading behavior that you have to go and and and and work with and and and understand and measure so it might be are they qualify incorrectly or are they developing good opportunity plans is there coaching happening between the sales person and the sales manager so so we need to look at the leading behaviors that you can track and measure and if you do that then that can that can predict for you what the sales effectiveness is going to be and that's different than looking at kind of what's happened in the past and and and see and see that the lagging indicators because it's too late than to change so when you get the data back what do you do with the results well the first thing is it's rarely activity that makes a change alright so I think that if you look at the four factors that talk about so revenue as revenue in terms of average average deal value the number of deals the win race and the sales cycle if I increase each one of those by 10% and and of course reduce the sales cycle by 10% my sales the velocity goes up by 48 percent right they're small things so so that won't happen always but we've seen folks where that's happened with the sales of last to increase 400% so we look to measure those those items and what are the key things for example that drive win rate and you look behind those key things new safe win rate battle typically happen if I'm speaking to the right people I developed a good competitive strategy I developed any competitive strategy I understand the decision criteria so so we get down to those kind of sub metrics and say when people do those things correctly and you measure them then the the the the macro factor if you like evolves and the win rate goes up so you got to get down to two little measurable things that people can understand and make progress in every day so what if you don't make progress how do you diagnose the problem is it faulty process faulty technology or not the right behavior well I think you got to look across the team right so if I've got a hundred salespeople and as often happens you I've got a hundred salespeople and the company is making its quota but I look underneath and 20 of those salespeople are making 80 percent of the revenue then you know that it's you've got to look at your process right because if you have 20 people who are making 80 percent of the revenue then that means a that it's possible so you need to look at the value proposition that they're delivering you need to look at how they're targeting their customers and then you need to get that common practice and best practice through the organization and you can only do that at the speed that's needed in the market today if you can support that some of those kind of rational processes support that with technology Thank You Donald that gives us a great insight into how to look at sales effectiveness we are going to continue our conversation with Donald daily tomorrow where we talk about the in act of analytics on the sales process you