Podcast episode
The One Dashboard Every Sales Leader Should Build | John Sherer | 30MPC Hall of Fame
30 Minutes to President's Club12 May 202536 min
Description
Sales leaders—your CRM and dashboards are probably working against you. John Sherer shares tactical ways to clean the clutter, focus on the right metrics, and finally get reports that drive action (not confusion). 🎙 ACTIONABLE TAKEAWAYS: Ditch filters—build dashboards with pre-saved reports so your team gets faster, cleaner insights. Delete CRM fields that aren’t reported on or are full of junk to reduce noise and confusion. Only analyze win rates on mature pipeline from prior quarters to avoid skewed conclusions. Focus on four core metrics: intro meetings, late-stage deals, win rate, and inbound vs. outbound pipeline. JOHN’S PATH TO PRESIDENT’S CLUB: COO @ Growth Assistant VP of Sales @ Lattice Sales Director @ Lattice VP of Sales @ Appcues 30MPC Training: 30mpc.com/training RESOURCES DISCUSSED: Join our weekly newsletter Things you can steal Save $50 on any 30MPC course with code “PODCAST
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segment. I want to see deals that enter late stage. How many deals are actually becoming real. We have very nicely defined deal stages, so that is trustworthy information. That information is useless if you have not defined your deal stages. So those two things are super core to me. And then I want to see win rates, inbound pipeline versus outbound pipeline, and then “I want to see outbound activity.” You always want to look quarterly. But for me, I've spent a lot of my career with at least one SMB team. SMB is a monthly business. It's a fully monthly business. I think about SMB and enterprise, like rugby and the NFL, they are different sports. SMB is its own thing. It is a velocity game.
And we started to say, okay, let's look at what happens as the deal size increases. And sure enough, like when you look at that data, there's these step changes that happen. Like, oh my God, between 25 and 30, something happens to our win rate. Something happens to our cycle time. And when you start to cut the data like that, “the data tells you what to do.” And if you see large discrepancies that are holistic across a group of people, that's a signal for strategic change. But if you have specific individuals that aren't meeting the rest of the group's priorities, or maybe they're far exceeding them, then that's more tactical. Like, what are we doing here, right? And that's kind of how we did it.
In Segmentation
“and then times your win rate percentages, which is like how many of those actually turn into revenue.” And then you're taking that and you're dividing it by how long it actually takes you to close a deal. And I think that basically gets you, it sounds like that gets you like a dollar per day type of calculation. Is that what it's going for? Yep. 100%. How did you practically use this in your daily conversations with reps?
In Win rates
be quote unquote seasoned or matured. And so for any deals that were created in Q1, the way you calculate win rates would be close one divided by close one plus close loss. Or are you including all of the deals that remain open? I include the things that would be considered “still open in that case. So it's close one divided by all opportunities generated in Q1.” Yeah. And normally I think this is a place where there can be nuance and it's important to define what is an opportunity. I would highly recommend all sales leaders to only include qualified opportunities in that win rate on the definition of a qualified opportunity. This can get you in
In Win rates
you including all of the deals that remain open? I include the things that would be considered still open in that case. So it's close one divided by all opportunities generated in Q1. Yeah. And normally I think this is a place where there can be nuance and it's important to define “I would highly recommend all sales leaders to only include qualified” opportunities in that win rate on the definition of a qualified opportunity. This can get you in trouble also. So for us at Lattice, this basically was called stage two. An opportunity made it to stage two, we counted it as pipeline. Nothing before an opportunity was pipeline. And so like
In Win rates
to have this idea of qualified versus non-qualified. And it has to be a religion inside your company. Nothing moves to stage one unless it's met the criteria, no laziness and nothing that's met the criteria stage and stage zero or an early stage. It must be moved over. And that's a huge part of “my weekly deal reviews is making sure that that is running well” says, what's your win rate? And somebody that doesn't know sales, which happens all the time, runs a quick Salesforce report and pops over and be like, oh, your win rate's 10%. And you're like, wait a second. You just took like every deal that's still open and took it over.
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