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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How many ops are you creating? What's your average deal size? What's your close rate? And how long does it take you to close a deal? The collective of those things will teach you a ton for a small startup and you're trying to go up market. Yeah, your deal size is going to go up and your close rates going to come down. But like, what does that mean? Is that good? Is that bad? There's a balance there. Sales velocity will teach you that. “But really, I'm always looking at those four metrics.” I'm looking at them on a rolling basis. I'm looking at a cohorted basis. I'm looking at them quarterly. I'm looking at the monthly by rep by segment. Those four things, honestly, like it's what I need to do my job. Do you have a dashboard that shows all of them diced or using filters to get down? Like how are you managing that?
In Metrics
with enterprise. But SMB, you're in it every month. Every month you can kind of rewrite your fate, you can drop the ball, you can let up. Or you can really push people. And so those metrics are going to guide what I'm going to do in that Monday team meeting. If I feel like we're low on inbound leads and low on pipeline in general, like, yeah, you know what I'm going to do? “I'm going to talk about outbound the entire time.” I'm going to talk about your closed lost opportunities. I'm going to talk about bringing your manager in on your demos. Let's try to improve the close rates on the deals we have left. And that ebb and flow, you're a driver. Sometimes you're going faster, sometimes you're switching gears, whatever it is, and the dashboard tells you what to do. Yeah.
Or you can really push people. And so those metrics are going to guide what I'm going to do in that Monday team meeting. If I feel like we're low on inbound leads and low on pipeline in general, like, yeah, you know what I'm going to do? I'm going to talk about outbound the entire time. I'm going to talk about your closed lost opportunities. I'm going to talk about bringing your manager in on your demos. “Let's try to improve the close rates on the deals we have left.” And that ebb and flow, you're a driver. Sometimes you're going faster, sometimes you're switching gears, whatever it is, and the dashboard tells you what to do. Yeah. We always used to look at it as a current quarter, quarter plus one, quarter plus two, except for in our transactional business, which was current month, month plus one, month plus two.
Is that what it's going for? Yep. 100%. How did you practically use this in your daily conversations with reps? So I didn't really use Velocity with reps. This is an upward management tool everywhere I've used it. Love it. You know, with reps, usually I like to simplify math stuff as much as I can. “And it's usually like, hey, we're going to pick one metric at a time.” Yeah. And we're going to put this into your quarterly coaching plan. We're going to try to move this metric. But Velocity to me, a lot of times, it's an effective tool at communicating what's going on in sales to a non-sales audience. If you have a product or marketing founder and you're trying to communicate to them what's going on, I think they see this equation. They're like, oh, yeah, it makes a ton of sense.
if you want to know your win rates in Q3, you might have to look at the deals that were created in Q1 so that they've had proper time to mature. And then lastly, number four, the four metrics in John's core dashboard were number one, intro meetings, number two deals entering the late stages, number three, win rates. And then lastly, number four. “Inbound versus Outbound Pipeline Generation.” So folks, in a couple weeks, Mark and I are doing a live session on his ultimate five-stage sales process that he's used at Outreach. He did not come up with that name. I came up with that name. And so folks, if you want to put some of this reporting stuff in action,