5 Key Inside Sales Call Metrics – With Examples & Benchmarks

5 Key Inside Sales Call Metrics – With Examples & Benchmarks

5 Key Inside Sales Call Metrics – With Examples & Benchmarks

Inside sales calling: it’s a results-driven game. In order to boost your chances of generating leads, get opportunities, and closing deals through the phone… you’ll need to set your sales team up with achievable key performance indicators (KPIs). 

Sales KPIs shouldn’t be based on guesswork. Sure, we all dream of closing 20 record-breaking deals each day… but there’s no use blindly setting KPIs without first knowing what you want to achieve. Or, how you can leverage your inside sales team to really achieve it.

If you want to scale your sales team, if you want to hit your revenue targets, if you want to blow the competition out of the water, you need to first set your KPIs based on actionable data insights.

With what seems like an endless amount of inside sales call data types to choose from, it’s hard not to feel the effects of analysis paralysis. That’s where we step in.

At InsideOut, we are highly experienced in inside sales. We know how you can measure sales rep performance to get the most out of your sales team. Whether you’re a sales manager looking to monitor team productivity, or a sales rep aiming to be your team’s top-earner, this blog will enlist five of our key inside sales metrics to help measure your performance.

1. Calls Per Day 

The calls per day metric is essentially the brains of productivity monitoring in the inside sales funnel.

As we all understand, the more calls that an inside sales rep makes, the more opportunities they can generate. By tracking the number of calls made on a daily basis, sales leaders can outline a generic, achievable benchmark for closing deals. This is based on rep capacity in relation to key targets and monthly quotas.

This metric isn’t just used to play a ‘big brother’ role over a sales team. Measuring the number of calls per day also goes a long way in helping reps to understand their own personal benchmarks for success. It quite literally puts lead generation into numbers.

For example, if a rep recognizes that they generate a new lead for every 15 outbound calls made, they can use this data to inform their work schedule to meet their monthly quota. This makes workload management far more controllable. It reduces the need for unrefined, ‘hit and hope’, cold calling strategies.

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At InsideOut, we set the benchmark at 80 calls per day.
At InsideOut, we set the benchmark at 80 calls per day.

2. Call to Connect Rate 

The call-to-connect metric is one of the most useful KPIs a sales team can have. It helps to measure the quality of call conversation amongst sales departments. Your connect rate is the number of high-quality calls and connections a rep has, comapred to the number of calls made in the customer acquisition channel. In simple terms, an increase in the connected rate equals an increase in sales opportunities.

The connect rate centers around the biggest barrier to lead generation: maintaining meaningful, impactful engagement with the prospect. Whether a rep is speaking to a decision-maker or gatekeeper, a healthy conversation that shows encouraging glimpses of sales potential shows progress in the sales cycle. Like calls per day, this metric also provides a snapshot into a rep’s work rate. Although, it’s based on skill-set and ability rather than call volume.

Inside sales reps are generally time-poor. If a connection rate falls short of the benchmark, it may indicate time being wasted chasing unengaged leads. The connect rate helps to build a view of the lead generation funnel and effective prospect targeting.

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At InsideOut, we set the call-to-connect benchmark at 12%

3. Average Call Time 

While the number of calls per day is valuable on its own, inside sales reps shouldn’t focus on blindly hitting a number. Outreach needs to be targeted, meaningful, and genuine to generate sales. Merely hitting the calls-made benchmark doesn’t offer a full picture of sales fertility. Any half-decent inside sales rep can make 100 phone calls a day. Those who spark high-quality, engaged conversation from the get-go will stand out above the noise.

Reps should be encouraged to strike a balance between quantity and quality. Making one hundred 15 second calls isn’t nearly as promising as having ten meaningful, five-minute connections. This is why it’s important to track the average time spent on the phone with a prospective buyer. If prospects don’t hang up within the first 30 seconds, there’s a better chance that they’re interested in the product or service. By using this data, we attain valuable insight into the power of the conversation-flow and outreach approach used.

By monitoring average call time, you’ll also better gauge the interest of the buyer. It will create informed insights for following up, closing deals, and repeat selling.

Overall, monitoring conversation time helps teams to identify weaknesses in their sales messaging and strategy. This makes it easier to pinpoint pain points and take remedial action.

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At InsideOut, we set the benchmark at 120 seconds per call.

4. Call to Lead Conversion Rate 

The call to lead conversion rate is the number of genuine leads identified, in relation to the number of outreaches made.

While an inside sales rep will be expected to make 80+ calls a day, it’s essential that a healthy percentage of these calls convert into an authentic sales opportunity. Or, generating a qualified lead. Ultimately, the goal of the outbound phone salesperson is to get through to a decision-maker. It’s to hold an engaging, meaningful conversation – sparking interest in the product/service and building up the groundwork for a sale.

At InsideOut, we generally set the benchmark for the call to lead conversion at 10%. If this target isn’t being met, it usually means a change in tactic is required. This could be anything from calling at a different time of day… switching the outreach approach entirely to email… or social selling to build up to that initial sales call. It will usually depend on the nature of the  prospect data.

Otherwise, if the lead conversion rate is lower than that, it likely means that the rep is reaching out to the wrong audience. This is where this metric comes in useful. By deep-diving into this data, you’ll be able to determine the relationship between lead identification and qualified opportunity. The results can then be used to customize ICP to better tailor the lead identification process.

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At InsideOut, we set the call-to-lead benchmark at 10%

5. Closing Deal Rate 

The closing deal rate is the number of deals closed across the business, compared to the number of outreach calls made. For example, if 1000 calls were made and 100 deals closed in the sales teams across one day, the closing deal ratio would be 10%.

Alone, the closing deal ratio offers little insight into a rep’s performance in the sales funnel. It’s used more frequently to measure and monitor a business’ sales strategy on a wide-scale basis.

The metric is useful in that it provides a high-level overview of the sales process across the board. It can essentially be condensed down to a rough summary of overall sales performance. It indicates the strength of an outbound sales strategy as a whole.

But remember: it’s totally natural for some sales reps to perform better than others. If there are large conflicts between the metrics above, it may show that the wider strategy itself needs changing. Not the person.

If the closing deal rate is low across the board, it may evidence increased competition, weakened market territory, shifting buyer trends, or other factors that could adversely affect sales.

Falling short of the outlined closing deal rate means an adjustment of the sales approach is required. Analyze key messaging and identify which selling points are firing and which are falling short. It may be that your target is simply not realistic. In this case you should draw on the metrics listed above to edit this KPI.

Time to Pick Up the Phone! 

So there you have it: five key data types to propel your inside call sales success.

It’s important to note that KPIs should be designed to support your team, not alienate them. These metrics should be used to craft a culture of sales performance identity within your team, rooting benchmarking in actionable analytics and tried-and-tested practices.

Remember, you don’t need ALL the data types – just the right ones for your team. What works for you might not necessarily work for those in the office next door. Like everything inside sales, it’s about personalization, patience, and trial and error. While we all strive for rapid revenue growth, there’s no universal formula to sales performance success.

Invest the time to begin collating data and dig deeper into the results to build your understanding from the ground up – you’ll never know what you might find.

Business Intelligence Senior Manager at InsideOut. A specialist in giving decision makers the insights they need to strengthen their teams and tell their story within their data.