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Sales Activity Board
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What does this activity board measure?

This sales activity board tracks sales activity from account executives and finds correlations between activity and outcomes like win rates and pipeline.

Here’s what you can expect:

  • Activity by account rep (meetings, calls, gifts, DMs, emails)
  • Outcomes by account rep (pipeline, win rates, ACV, sales cycle duration)
  • Win rates based on activity volume
  • Account activity, including committee members and marketing touchpoints

What insights can I surface with this report?

Sales leads and account executives use this activity board to:

  • Identify which activity leads to higher win rates
  • Guide their sales process, from meetings to calls to emails
  • View activity by account/company
  • Identify which account-level activities indicate propensity to buy
  • Forecast quarterly win rates based on account activity

AE activity board

First up, account executive activity board.

This report breaks down sales reps by their average activity per account, including:

  • Meetings per account
  • Calls per account
  • Linkedin DMs per account
  • Emails sent per account
  • Email velocity (emails sent/emails replied)
  • Pipeline
  • Win rate
  • Annual contract value (ACV)
  • Sales cycle duration
  • Closed/lost deals
  • Closed/won deals

Why this matters: Sales needs to build a case for more or less activity. But without proper data, it’s hard to identify whether or not, say, more meetings convert into more deals and pipeline- not without finding correlations between activity and outcomes. And the last thing any sales team needs is more quantity at the expense of quality.

This report solves the problem: all key pipeline and funnel metrics organized by rep, next to all activity and frequency.

Now every rep and sales leader can see how they stack up against their teammates.

What’s the most important metric on this board? Email velocity.

According to Gong, email velocity (number of emails sent divided by number of replies in a time period) is the number one indicator of a deal closing.

Closed/won deals send 8.21 total email exchanges (send and replies) per week. Email for the sake of email wastes time.

But as Gong points out, email velocity measures the quality of your deal progression and indicates whether or not your deal is likely to close or not.

With this activity board, now you (and everyone on the team) can see deal velocity at the account executive level.

Based on the data from this activity board, there’s a strong correlation between sales activity, particularly email velocity, and pipeline and closed/won deals.

For example, John smith engages with his prospects far more than any rep and it shows up in the pipeline: his win rate is 25% higher than the next closest.

Activity lift on key KPIs

Individual activity is great, but is there any data that tells you exactly how often you should be booking meetings, sending emails, calling prospects, or reaching out via DM if you want to close more deals? Absolutely.

This section compares won deals vs. lost deals and the sales activity association with both.

For example, how many meetings should an account executive expect to book and attend if they want to maximize win rates?

Four or more. Any fewer meetings and win rates drop precipitously.

Turns out meeting volume is a strong indicator of a healthy or unhealthy deal, and likely an indicator of intent too. The more meetings, the more interest, the better the communication, the higher the win rates.

What about email velocity?

Turns out closed/won deals have a nearly 20% better email exchange rate than closed/lost deals. No surprise.

What about calls and DMs?

Won deals have, on average, four more calls than closed/lost deals. But it turns out Linkedin DMs show little correlation between volume and win rates.

The entire sales team can use this report to inform their sales process and spot low activity before it affects win rates.

Bonus: if you hover over these metrics in HockeyStack, you can click on “see journeys” and drill down into the account-level journeys of the segment. For example, if you click on “see journeys” below for the email velocity (won deals) metric, you’ll be taken to the account-level journeys of all won deals this quarter.

Account activity board

Now that we know what good sales activity looks like on the account executive side, what does it look like from our prospects’ side?

The following report breaks down all accounts in pipeline over the last quarter (either closed/won or closed/loss) and analyzes all activity, including:

  • Buying committee: the # of people in the buying committee
  • Touchpoint: total marketing touchpoints pre-demo
  • Meetings attended
  • Calls
  • Gifts received
  • DMs received
  • Emails received
  • Emails replied
  • Pipeline

We already know that meeting volume, call volume, and email velocity heavily influence win rates in this example. But what about pre-demo marketing touchpoints and the number of buyers in the committee? Turns out more committee members indicates a higher qualification rate for this brand. In fact, four or more committee members move from MQL to sales qualified lead at a 50% rate compared to only 9% of accounts with three or fewer committee members.

As for marketing touchpoints: closed/won accounts have almost double the touchpoints as closed/lost accounts. Makes sense, considering that qualified accounts tend to have more committee members, which all have their own customer journeys tracked in HockeyStack, which, collectively, account for far more touchpoints than those of the smaller committees that make up closed/lost deals.

You can customize touchpoint calculation in HockeyStack based on sessions (each page view is considered a touch) or unique visitors (one visit is considered a touchpoint, no matter the pages viewed). In this example, touches are broken down by sessions: if someone visited your website from an ad (1), viewed four pages (4), came back through organic and viewed the homepage plus three more (4), then converted, you’d have 9 touchpoints.

Bottom line: both account executive activity and account activity, specifically committee members and their collective pre-demo marketing touchpoints, all serve as leading indicators of likelihood to close. In just a glance, sales leaders can use this activity board to gut check pipeline quality and forecast quarterly win rates.

Learn more about how HockeyStack helps marketing, revenue, and sales teams surface and action insights like the ones in this template by exploring the interactive demo or booking a virtual demo.

Drew Leahy
Former Head of Product Marketing at HockeyStack
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