The Sales Activity Metrics Reboot — 60-Min Training

Direct Answer

SECTION 1 — Cold Open & Frame (5 min)

Manager script: *"Raise a hand if your dashboard has more than 12 metrics on it. Keep it up if you can tell me which one moves revenue 30 days from today. That gap — that's why we're here."*

• Why now: Pavilion's 2025 GTM Benchmark shows the median B2B SaaS team tracks 23 sales KPIs but coaches on fewer than 3. Reps optimize for what's reviewed, not what's measured.
• The Andy Grove rule: In *High Output Management*, Grove distinguishes lead measures (controllable, predictive) from lag measures (uncontrollable, reporting-only). Activity metrics only help as lead measures — when they stop predicting, kill them.
• Dial-for-dial-sake: Mike Weinberg's *New Sales. Simplified.* — "activity is sacred, but only the right activity." 200 dials to wrong-ICP is worse than 40 to a curated list.
• Today's outcome: Walk out with one leading indicator per role, two metrics retired, a hygiene SLA signed.

Facilitator note: Put a sign on the wall: *"What gets measured gets gamed."* Goodhart's Law. Reference it every time someone proposes a new KPI today.

SECTION 2 — Leading vs Lagging & The 3-Tier Stack (15 min)

Walk the room through Jason Jordan's framework:

1. Tier 1 — Activity (Manageable): Things a rep fully controls in a day. Dials, sequences enrolled, demos delivered. You manage these directly.
2. Tier 2 — Objectives (Influenceable): Things a rep influences but doesn't fully own. Pipeline created, opps advanced past Stage 2, multi-threaded deals. You manage these through activity — the bridge.
3. Tier 3 — Results (Lagging): Revenue, win rate, attainment. You cannot manage these directly. Yelling at a rep about win rate is yelling at a thermometer.

The 80/20 coaching rule: Spend 80% of 1:1 time on Tier 2, 15% on Tier 1, 5% celebrating Tier 3. Most managers invert this and wonder why coaching feels punitive.

• Quick poll: "Name a Tier 1 metric you reviewed this week. Did you tie it to a Tier 2 outcome?" Silence = problem.
• Lencioni's overlay: From *The Advantage* — teams need one rallying KPI per quarter. Not five. Pick the Tier 2 metric most upstream of revenue.

SECTION 3 — When Activity Metrics Backfire (10 min)

Manager script: *"Four real scenarios. For each, tell me: is the activity metric helping or damaging the business?"*

• Scenario A: SDR has a 60-dial floor. She hits it daily by calling the same warm contacts. → Gaming. Replace with "contacts touched per ICP segment."
• Scenario B: AE comp tied to "demos delivered." He books demos with anyone who breathes. → Gaming. Tie to "demos with budget-confirmed buyer."
• Scenario C: Team measures "emails sent." Open rates collapse, domain reputation tanks. → Gaming + collateral damage. Switch to "replies received."
• Scenario D: Rookie SDR makes 80 dials/day, books 4 meetings/week. → Healthy. Activity predicts outcome. Keep, coach quality up.

The Goodhart test — ask three questions before keeping any activity metric:

1. Does it still predict Tier 2 movement? (Run the correlation quarterly. If r < 0.3, kill it.)
2. Can a rep hit it without doing real work? (If yes, redesign or retire.)
3. Does enforcing it damage something else? (Email reputation, brand, morale, CRM trust.)

Weinberg rule of thumb: *"If you wouldn't be proud to show the activity to a prospect, don't count it."*

SECTION 4 — Data Hygiene Basics (10 min)

Activity metrics are only as honest as the CRM behind them.

• The 2-question rep SLA (every rep signs at end of training):
• *"Does every open opp have a next step with a date within 14 days?"*
• *"Is every closed-lost opp tagged with a real reason code (not 'no decision')?"*
• The manager's Friday 15-minute audit: Pull the report. Any opp violating either SLA → rep loses forecast credit until fixed. No exceptions.
• Disposition discipline: SDRs use a max of 6 call dispositions. More than 6 and nobody picks the right one. Pavilion's ops benchmark: teams with ≤6 dispositions have 2.3x cleaner conversion data.
• Stamp, don't ask: Use required fields and validation rules, not Slack reminders. Humans forget; rules don't.

Manager script: *"Hygiene isn't discipline — it's respect. When you leave 'next step: TBD' in there, you're stealing forecast accuracy from the rest of us."*

SECTION 5 — Pick Your One Leading Indicator (15 min)

Break into role pods — SDR, AE, manager — and run this decision tree:

• SDR pod default: "Qualified conversations per day" (live call or reply with a target-account contact where pain or trigger surfaced). Beats raw dials.
• AE pod default: "Multi-threaded opps" (3+ contacts engaged in last 14 days). Strongest predictor of close in MEDDIC-tracked teams.
• Manager pod default: "Coaching reps observed per week" — minimum 1 live call review per rep, scored on a rubric. The manager's Tier 1.

Each pod reports back (2 min each): the metric, why it passed all 3 gates, the target number, and the two metrics they're retiring. Cap the dashboard at 7 metrics per role. Add one, remove one.

SECTION 6 — Close & Commitments (5 min)

Final manager script: *"Three commitments before you leave. One: name your single leading indicator. Two: name the two metrics you're killing this week. Three: name the day next week you're auditing hygiene. Out loud, one rep at a time."*

• Post-training artifact: Email a 1-page summary within 24 hours — new leading indicator per role, retired metrics, hygiene SLA, audit cadence.
• 30-day check: Pull the correlation report. Did the new leading indicator predict pipeline? If not, the team picks again. Iterate the metric, never the principle.
• Lencioni close: *"Healthy organizations don't just have smart strategies. They have alignment so deep a stranger could walk in and tell you what matters."*

FAQ

Q: How is this different from MEDDIC? A: MEDDIC is a qualification framework — it lives in Tier 2 (objectives). The 3-tier stack is the *operating system* that tells you how to coach MEDDIC adoption. Complements, not competitors.

Q: What's the right number of dials per day for an SDR? A: Wrong question. The right number is whatever produces N qualified conversations per day in your ICP. For most B2B SaaS SDRs at $25K-$100K ACV that's 40-80 dials to hit 4-6 quality conversations. Beyond that is gaming.

Q: We measure "demos held" — keep or kill? A: Keep, but gate it: demos with confirmed budget owner present. Without the gate you're rewarding calendar-stuffing.

Q: What if leadership demands we track everything? A: Track everything in the warehouse, coach on three. Reporting metrics (board view, lagging) and coaching metrics (1:1, leading) are different audiences.

Q: How do we prevent comp from corrupting activity metrics? A: Don't pay on Tier 1. Pay on Tier 3 (revenue). Coach on Tier 2. Manage Tier 1. Mixing tiers in the comp plan is the single biggest cause of gaming.

Q: When do we revisit the leading indicator? A: Every 90 days, run a correlation check. If predictive power decays (r < 0.3), pick a new one. Metrics are tools, not heirlooms.

Sources

1. Jordan, Jason & Vazzana, Michelle. *Cracking the Sales Management Code: The Secrets to Measuring and Managing Sales Performance.* McGraw-Hill.
2. Grove, Andrew S. *High Output Management* — lead vs. Lag measures.
3. Lencioni, Patrick. *The Advantage: Why Organizational Health Trumps Everything Else in Business.*
4. Weinberg, Mike. *New Sales. Simplified.: The Essential Handbook for Prospecting and New Business Development.*
5. Pavilion. *2025 GTM Benchmark Report* — KPI tracking vs. Coaching focus.
6. Goodhart, Charles. *"Problems of Monetary Management: The U.K. Experience"* (1975) — origin of Goodhart's Law.
7. McChesney, Covey, Huling. *The 4 Disciplines of Execution.*
8. Roberge, Mark. *The Sales Acceleration Formula.*