Stop Obsessing Over Meetings Booked: Why Input Metrics Matter More in Prospecting

Introduction: The Hazardous Preoccupation with Outputs

Sales teams are preoccupied with outputs. Meetings booked, pipeline created, and revenue closed rule the day and night for most teams. Although these are important metrics, one thing is common amongst them; they are out of the control of SDRs.

This unhealthy trend leaves a gap between expectations and reality. Salespeople are held accountable for factors beyond their control, which leads to poor results, inconsistency, and additional stress. When meetings are not secured, regardless of the effort put in, demotivation follows.

It is vital not to overlook these metrics but to refocus attention. Successful teams are aware that outputs are lagging metrics. They are the output of executing a strategy consistently over an extended period.

The inputs behind successful sales are metrics in the field of prospecting. These are the daily activities that lead to meetings.

Input vs. Output Metrics

For this purpose, it is essential to distinguish between two types of metrics – input and output.

Output metrics focus on outcomes or results. They could be the number of meetings scheduled, successful deals closed, and income obtained from these efforts. The output metrics show the final result of a process but do not say anything about the way it was accomplished.

Inputs are activities that SDR does to achieve those results. In terms of sales, inputs may be phone calls, messages, and communication with potential customers. All these things depend entirely on the SDR.

Why does it matter? It makes sense because people who perform tasks have an option to control what they do every day and optimize their performance.

Why Output Metrics Fail in Prospecting

Using output metrics has multiple issues associated with it. First, there is the problem of having no control. The execution of all tasks may be flawless, but the outcome will be unsuccessful due to timing, budgetary issues, or decisions made inside the client's company.

Second, there is the problem of volatility, which means that the numbers may swing wildly week by week despite consistent effort.

Finally, using output metrics may have negative effects psychologically. It can demotivate SDRs if the result does not match the amount of effort, leading to frustration and ultimately burnout.

In sales, input metrics make things much easier to understand and evaluate.

How Effective Are Input Metrics in Sales

Firstly, input metrics bring in predictability because when SDRs carry out their activities in a quality manner, the outcomes will be predictable.

Secondly, input metrics create a feeling of accountability since with clear expectations per day, SDRs know what needs to be done. With clear expectations, SDRs do not need to wonder how the day will go; they just need to complete their tasks.

The third importance of having input metrics in sales is developing skills, which come through repetition. As a result, the more calls SDRs make and the more conversations they hold, the better they become at doing their job.

Important Input Metrics

It should be clear from the above discussion that not all input metrics have equal significance. For designing a successful system, there are certain metrics that need to be focused upon.

Activity metrics form the base. Examples include making calls, sending out emails, and making connections on social media. These metrics will give you a measure of activity undertaken.

Connection metrics are slightly more advanced. They measure how effective your efforts have been by starting meaningful conversations and receiving responses. These metrics will help you know how effective your activities have been.

Finally, quality metrics need to be considered too. Quality factors include personalizing your messages, making sure the message is relevant and accurate targeting. High volume of activities, combined with low-quality efforts, will only fail.

Striking the Balance Between Volume and Quality

One of the hardest parts of prospecting is the proper management of the balance between volume and quality. An overreliance on volume might result in mass communication devoid of any value. Meanwhile, putting too much emphasis on quality may diminish activity and impact.

However, when volume and quality go hand-in-hand, this provides a unique formula. Namely, volume opens up numerous chances for successful outcomes, whereas quality makes those chances convert at a higher rate.

Striking the balance between volume and quality in terms of input metrics in sales leads to great results.

Impact of Input Metrics on Reducing SDR Burnout

The second aspect that should not be ignored when it comes to input metrics is their effect on the well-being of SDRs. The absence of any control over the outcome that they will achieve makes them frustrated and stressed.

When SDRs focus on input metrics, they can see positive changes because of their efforts and actions. Thus, it improves motivation and leads to higher productivity.

Moreover, activity goals allow structuring the schedule of SDRs and keeping it consistent by having a clear understanding of what they have to do.

Thus, input metrics can play an important role in building a healthy work environment for SDRs.

Case Study: The Differences between Output-Driven and Input-Driven SDRs

Let's take an example of two SDRs operating in the same team.

The first SDR is measured based on the meetings scheduled. In the event of good results, they feel motivated. However, in the case of poor results, they get disheartened despite doing the same work as before. Eventually, their inconsistent results impact their performance.

On the other hand, the second SDR is driven by input metrics. They record their call numbers, the number of emails sent, and the conversations made every day. Even during low meetings, they keep being motivated because they understand that they are following the right process.

Eventually, the second SDR gets more consistent results.

Creating a Sales Culture Based on Inputs

In order to build an input-oriented culture, there must be deliberate action. First, the organization should define daily targets. The SDR must understand how many phone calls, e-mails, and interactions should occur each day.

The second element is related to coaching activities and must be based on processes. It is essential to assist the SDR in improving his techniques and enhancing the communication process.

Rewarding the activity is crucial for motivating employees. The team can create an input-oriented sales culture.

Common Mistakes to Avoid

Although input metrics are very effective, their application can be flawed. One such mistake is neglecting output metrics completely. Outcomes are equally important and should be measured alongside inputs.

Another problem with applying input metrics is burdening SDRs with many measurements. This confuses and distracts from what really matters.

Paying attention only to volume while disregarding quality leads to other mistakes. Activity alone means nothing if the results are poor.

Pressure is another thing that metrics cannot generate. They should help rather than stress people out.

These mistakes should be avoided at all costs for input metrics to work in sales.

Conclusion: Control the Inputs, Master the Outcomes

Sales success seems random, but it doesn't need to be. When businesses emphasize actions under their control, they can establish processes that guarantee success.

In sales, input metrics lay the groundwork for this paradigm shift. They emphasize doing rather than achieving, controllable variables rather than random outcomes.

The message is loud and clear. Quit stressing about appointments scheduled being the only metric of success. Instead, develop a system where quality activities reign supreme.

When SDRs concentrate on things they can influence, success will naturally follow. It will result in robust pipelines and improved performance.