This plan focuses on creating effective targeted sales materials by measuring key metrics like Sales Conversion Rate, Engagement Rate, and Customer Feedback Score. These metrics help us gauge how the materials influence potential customers' purchasing decisions. For example, by measuring the Engagement Rate, we can see how prospects interact with the materials, ensuring they spend more time engaging with our content.
The plan also emphasizes Regional Sales Growth and Rep Satisfaction Score, which are vital for understanding the impact of materials in different regions and how satisfied sales reps are with the tools provided. This is important as happy and confident sales reps can influence better sales outcomes. For instance, by measuring Regional Sales Growth, we can tailor materials to meet specific regional needs and improve local sales.
Top 5 metrics for Targeted Sales Material Creation
1. Sales Conversion Rate
The percentage of prospects who purchase after receiving the targeted selling materials
What good looks like for this metric: Typical benchmark values range from 2% to 5%
How to improve this metric:- Conduct A/B testing on different material versions
- Train reps on how to effectively use materials
- Use customer feedback to refine materials
- Enhance personalisation in selling content
- Improve call-to-action elements in materials
2. Engagement Rate
Measure how prospects interact with the selling materials, such as time spent on materials and clicks
What good looks like for this metric: A typical engagement rate benchmark is 20% to 30%
How to improve this metric:- Include interactive elements in the materials
- Segment material delivery based on regions
- Optimise content for mobile devices
- Use eye-catching graphics and visuals
- Update materials regularly with fresh content
3. Customer Feedback Score
Score based on customer feedback regarding the usefulness and relevance of materials
What good looks like for this metric: A good benchmark score is 4 out of 5
How to improve this metric:- Solicit regular feedback through surveys
- Implement a structured feedback loop
- Adjust materials based on qualitative feedback
- Establish a customer advisory board
- Ensure cultural relevance of materials
4. Regional Sales Growth
The growth in sales within a specific region after implementing targeted selling materials
What good looks like for this metric: Regional sales growth benchmark is typically 5% to 10%
How to improve this metric:- Customise materials to meet regional needs
- Collaborate with local teams for insights
- Localise language and cultural references
- Monitor regional sales data closely
- Adjust strategies swiftly based on results
5. Rep Satisfaction Score
The score representing satisfaction and confidence of sales reps with the materials provided
What good looks like for this metric: A benchmark score typically ranges from 70 to 80 out of 100
How to improve this metric:- Provide thorough introductions to new materials
- Gather feedback from reps for improvements
- Incorporate rep feedback into material design
- Offer additional training on materials usage
- Celebrate successful usage examples within teams
How to track Targeted Sales Material Creation metrics
It's one thing to have a plan, it's another to stick to it. We hope that the examples above will help you get started with your own strategy, but we also know that it's easy to get lost in the day-to-day effort.
That's why we built Tability: to help you track your progress, keep your team aligned, and make sure you're always moving in the right direction.
Give it a try and see how it can help you bring accountability to your metrics.
