30 Minutes to President's Club | No-Nonsense Sales How to Fully Measure Your Sales Reps | Eleanor Dorfman | 30MPC Hall of Fame
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Apr 14, 2025 
Eleanor Dorfman, Head of Sales at Retool and a seasoned leader in sales and customer success, shares her insights on measuring sales rep performance beyond just quotas. She introduces the 'iron square' framework to assess productivity and emphasizes the importance of strict territory rules for fairness. Eleanor also highlights customer-first processes to enhance experience while avoiding internal disruptions. Her actionable strategies focus on fostering a culture of transparency and collaboration, ensuring sales teams can thrive.
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KPIs for Sales Reps
- Track key performance indicators (KPIs) alongside quota attainment to create a culture of transparency and accountability.
- These KPIs should include forecast accuracy, AE pipe gen, overall pipe gen, and close rate.
Avoid Exceptions in ROEs
- Remove the word "exception" from your vocabulary when creating and enforcing Rules of Engagement (ROEs).
- Exceptions breed a lack of trust and undermine the fairness and consistency you need to scale effectively.
Forecast Accuracy
- Track forecast accuracy alongside quota attainment, as it's crucial for managing the business and demonstrating control to leadership.
- Aim for accuracy within 20% for the trailing 12 weeks of the quarter, and celebrate those closest to the pin.