$250M CRO Teaches: How to Master Sales Metrics

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1. 2:11

   which means you're not going to apply the right fix. You're a CRO of a massive public company. I have to imagine that when you are communicating with cross-functional executives, you're using data or numbers in some way to communicate what's going on. And I'm wondering if you could give me a sense of how you will typically do that. When you are explaining “what you need is factual evidence that supports the story.” away with telling a story for a while, but without factual evidence, when those stories start to not be true, when you start not to get the outcome that the story suggests that you'll get, then you don't have the real reason. And then what happens is people start wondering, can you tell the right story? And then that's them deciding, I don't know if this person can actually diagnose the problems.

   In Proof and social proof

2. 2:42

   be true, when you start not to get the outcome that the story suggests that you'll get, then you don't have the real reason. And then what happens is people start wondering, can you tell the right story? And then that's them deciding, I don't know if this person can actually diagnose the problems. That's the first seed or multiple seeds into, they don't trust you as a leader anymore. “Your job is to know the story of the business based on the facts of the business” getting caught in the weeds and all the rabbit trails that you could go down that can explain why you want to. I had a really awesome VP at outreach. And he's like, Mark, I only tell you the bad news. And the reason he can only tell me the bad news is because he had all the metrics of everything that was going good. He would only pick out the bad. And guess what? I knew most of it was

   In Company and industry research

3. 3:20

   everything that was going good. He would only pick out the bad. And guess what? I knew most of it was good, but I trusted him so much because he always had, here's the three or four things I'm working on because the numbers are bad. I knew he was always progressing his org. He wasn't the person being like, oh man, we crushed this quarter. We killed quota. Okay. I don't even know what that “Tell me the metrics that you got there.” trust because it's a story, not a fact. Yeah. I think one of the places that I struggled as a sales leader was I was really good at telling stories and I was really good at telling stories about what was going on in my business from a narrative perspective. And that worked when

   In Attribution and reporting

4. 23:05

   this thing's been in stage one for more than two weeks. That normally never happens. We need to nudge the rep and be like, Hey, this thing's been in for two weeks. Did you get the meeting rescheduled? If not, what are you going to do about it so that we can make sure that the data stays clean? So it really comes down to like, you don't, can't just have the data structured. “You have to have the processes that you put in place that make sure that that data is good.” And listen, it's a war. It's really difficult. Just because you put all this stuff in place doesn't mean it's going to be perfect. You just have to make sure that in general, your reps are doing it the best that they can, and that you are maniacal on your communication that you expect it to be right. My last question is, I mean, you've got a massive team of leaders that report up into

   In Data hygiene

5. 24:42

   We went from 25 to 30%. I'm like, no, you didn't. You increased it 20%. You increased it five percentage points. So always be super careful and clarify people. Do you mean percentage points or percentage? Because you can get totally thrown off because everybody uses percentage for both, “it can either hide a problem or reveal a problem, right? The second is context and trend.” When you get a number, we booked 83 meetings last week. I have no idea if that's good or bad. Well, if our goal is 50 and we booked 83, that sounds awesome. But if for the last seven weeks, we've booked a hundred. How to Master Sales Metrics, Intedat, Apollo, ZoomInfo, Cognism, Lusha, Hunter, UpLead,

   In Metrics