Sales performance improvement through goal setting and metrics

Kenedy Ross Sales & Management Training strongly believe sales performance improvement is crucial in an era where competition is fierce and customer expectations are constantly shifting. Strong sales performance is non-negotiable. It is the lifeblood of a company, determining growth, profitability, and market relevance.

Businesses that fail to prioritise performance management, risk losing market share and credibility, whereas those who elevate their sales efforts thrive and expand. Staying ahead requires not just effort but a strategic focus on continuous improvement.

Sales performance improvement: How goal setting and metrics drive sales success

B2B sales training programs are essential alongside goal setting paired with precise metrics, acting like the rudder of a ship, guiding sales teams in the right direction. Without clear objectives, sales efforts become scattered and inefficient. When combined with meaningful metrics, these goals enable businesses to measure progress, identify areas for improvement, and maintain momentum. It’s not just about setting any goals it’s about setting the right goals and using data to ensure those goals are being met.

The role of goal setting in sales

Why setting goals is essential for sales teams
Goals are the cornerstone of any high-performing sales team. They create clarity, purpose, and drive. Without goals, sales efforts can become reactive, lacking the proactive focus needed to secure long-term results.

How clear goals can motivate and align your sales team
clear, well-defined goals provide a shared vision for the team. When everyone is working toward the same objectives, there is less room for confusion, and motivation is naturally heightened. Sales professionals feel a greater sense of accomplishment when they know exactly what they’re striving for.

STRAM (Not SMART) Goals: A framework for sales success

We’ve updated the SMART acronym to the STRAM goals concept
SMART goals Specific, Measurable, Achievable, Relevant, and Time-bound ensure that sales objectives are clear and attainable. However, with the new and younger generation of salespeople coming on board every day, SMART has been updated to incorporate the way in which Gen Z’s and Millennials operate.

STRAM set objectives means they are Specific, Trackable, Agreed (instead of Achievable) and Motivating instead of Measurable. This means it is the responsibility of the manger to compromise and motivate the individual with their goals, increasing collaborative working and improving results. We know vague or lofty goals can demoralise, but STRAM goals provide structure and a clear path to success with all the generations.

Types of sales goals: Short-Term vs Long-Term

The difference between short-term and long-term sales goals
Short-term goals typically focus on immediate wins, transactional skills and behaviours, think monthly revenue targets or quarterly sales quotas. Long-term goals, strategic skills, are about positioning your business for future growth, as in expanding into new markets or building long-term customer loyalty.

How to balance immediate wins with future growth
A balance between short-term and long-term goals is essential. While it’s important to secure those quick victories, teams also need to stay focused on strategic, long-term objectives that ensure sustained success.

Defining Key Metrics for Sales Performance

What sales metrics should you be tracking?
Key metrics might include conversion rates, customer acquisition cost (CAC), and average deal size. Tracking these helps businesses stay on top of both productivity and profitability.

The importance of using both quantitative and qualitative data
While numbers are crucial, qualitative insights, enables the manager to focus on behaviors, this can only be done if the behaviors are agreed. Our internal sales programmes deliver specific and bespoke skills to train these behaviours.

The implementation is then agreed with the manager, meaning the salesperson and manager are on the same page, when discussing the quantitative elements, meetings, quotes, sales etc… This applies equally to the qualitative data, around the implementation and progress of the sales skills developed on our programmes.

Both types of data are essential to get the full picture and create ongoing performance improvement.

Activity-Based Metrics vs Outcome-Based Metrics

The role of activity metrics like calls and emails
Activity-based metrics focus on what the sales team is doing for example, the number of calls made or emails sent. These metrics measure effort and are great indicators of potential future success.

Why outcome metrics such as revenue and deal size matter
Outcome-based metrics, like revenue and deal size, measure the results of sales activities. While activity metrics are about inputs, outcome metrics show the impact of those efforts.

Tracking Sales Progress with Real-Time Data

How real-time data can transform sales performance tracking
Real-time data allows for immediate adjustments and improvements. Sales teams can react faster, whether to a change in customer behaviour or a drop in lead quality.

Tools and software to help monitor sales metrics
Tools like Salesforce, HubSpot, or bespoke CRM systems can help businesses track metrics in real time, providing insights that drive agile decision-making.

These tools are critical for effective and consistent follow up.

The Impact of Regular Reviews and Feedback

Why continuous feedback is key to improvement
Regular feedback ensures that small issues don’t snowball into bigger problems. Ongoing reviews help salespeople improve incrementally rather than waiting for quarterly reviews.

We believe, monthly one to ones with each of your sales team are paramount to managing and improving performance. We have rolled out this process to over 200 companies.

How to structure regular performance reviews
A structured review should balance constructive feedback with praise, provide actionable takeaways, and set new objectives on performance (the what) and behaviour (the how).

Reviews need to be challenging, whilst remaining supportive and never punitive.

Using Metrics to Refine and Adjust Strategies

How to use data to spot trends and refine your sales approach
Data can reveal trends, both positive and negative. Recognising these patterns allows sales teams to refine their approaches, whether that’s doubling down on what works or adjusting strategies that aren’t delivering, ultimately leading to sales performance improvement.

When and how to adjust your sales strategy based on performance
If performance dips or market conditions shift, before you adjust your strategy, check the plan to implement your strategy is being followed, if not tack accordingly, if it is, then don’t be afraid to adjust your strategy. Sales is fluid and a flexible approach is often the most effective.

Encouraging Accountability and Ownership in Sales Teams

The role of accountability in improving sales performance
Accountability fosters responsibility. When salespeople take ownership of their goals, they become more invested in their success. It’s about creating a culture where everyone feels accountable not just to the company but to their own growth. This culture can lead to Sales performance Improvement across the board.

How to empower your team to take ownership of their goals
Empowering teams means giving them autonomy, supporting their decision-making, and rewarding initiative. A sales team that feels empowered is more likely to take proactive steps towards success.

The Role of Sales Training in Performance Improvement

How continuous learning supports better sales results
Sales training should never be a one-off. Continuous learning helps sales professionals stay sharp, adapt to new tools, and improve their techniques over time.

Recommended sales training programmes for ongoing improvement
Kennedy Ross Sales and Management Training Programmes  provide structured, ongoing education that can help teams develop the skills they need to improve.

Overcoming Common Barriers to Sales Goal Achievement

How to identify and address common roadblocks
Road blocks such as unclear goals, lack of resources, or inadequate training can derail progress. Identifying these barriers early helps businesses address them before they become critical issues.

Tips for staying on track and avoiding goal fatigue
Break big goals into smaller, more manageable tasks. Celebrate milestones along the way to keep the team motivated and avoid burnout.

Conclusion

Sales performance improvement isn’t just about setting targets; it’s about constantly refining strategies, fostering a culture of accountability, and using data to inform decisions. By setting clear goals, tracking relevant metrics, and empowering your team, you can transform your sales performance and ensure long-term success. For more insights on how Kennedy Ross can help, please contact us.