30 Minutes to President's Club | No-Nonsense Sales
How to Fully Measure Your Sales Reps | Eleanor Dorfman | 30MPC Hall of Fame
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.
42:53
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Quick takeaways
- Establishing a culture of continuous learning and transparency encourages sales reps to openly share experiences for collective improvement and collaboration.
- Implementing the 'iron square' metric system, which includes win rate and forecast accuracy, fosters accountability and a comprehensive assessment of sales performance.
Deep dives
Measuring Success Beyond Quotas
Quota attainment is a primary metric for assessing account executives (AEs), but it is crucial to evaluate additional key performance indicators (KPIs) to foster accountability and transparency. Metrics such as forecast accuracy, AE pipeline generation, overall pipeline generation, and close rates provide a comprehensive view of an AE's performance. This approach discourages gaming the system by ensuring that if one metric suffers, another might balance it out. Such a strategy not only helps AEs understand what is expected of them but also informs management's decisions regarding promotions and performance reviews.
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