{"slug":"strategy/business-strategy/74-sales-metrics","title":"74 — Sales Metrics","section":"strategy","sectionLabel":"Strategy","status":"unclassified","type":"document","path":"strategy/business-strategy/74-sales-metrics.mdx","bytes":4852,"description":null,"updated":null,"source":"integratewise/Integratewise-docs-wiki","content":"\nStatus: CANONICAL · Commercial OS\nOwner: Founder (sales) → AE #1's manager\nLast verified: 2026-07-21\nDefinitions defer to [72 Revenue Metrics](72-revenue-metrics.md) where shared.\n\n---\n\n## Purpose\n\nThe sales measurement system: stage instrumentation, the weekly pipeline discipline, and the honest funnel math that tells us whether the motion is repeatable — the question that gates hiring and fundraising ([36 §4](../07-sales/36-sales-methodology.md), [50 §2](../09-gtm/50-gtm-strategy.md)).\n\n**Target audience:** Founder-seller; AE #1; investors (diligence view).\n\n---\n\n## 1. Stage Instrumentation (CRM mirrors [36 §2] exactly)\n\nEvery stage transition logs its exit-criteria facts — a deal moves when facts exist, not when optimism does:\n\n| Transition                          | Target           | Red flag                                                                                      |\n| ----------------------------------- | ---------------- | --------------------------------------------------------------------------------------------- |\n| S0 → S1 (ICP ≥ 9 → discovery held)  | ≥ 60% of pursued | Low: targeting problem ([33](../06-customers/33-ideal-customer-profile.md))                   |\n| S1 → S2 (discovery → demo attended) | ≥ 60%            | Low: discovery outputs weak ([38 KPIs](../07-sales/38-discovery-guide.md))                    |\n| S2 → S3 (demo → POV signed)         | ≥ 40–50%         | Low: demo or POV-offer problem ([39](../07-sales/39-demo-guide.md))                           |\n| S3 → S4 (POV → commit)              | ≥ 60%            | Low: success criteria or activation problem — check with [75](75-customer-success-metrics.md) |\n| S4 → Won (commit → signature)       | ≥ 80%            | Low: procurement friction ([43](../07-sales/43-procurement-faq.md)) or economic-buyer gap     |\n| **S1 → Won (end-to-end)**           | **≥ 20%**        | The repeatability headline                                                                    |\n\n**Velocity:** S1→Won ≤ 90 days · POV never > 30 days without written reason ([37 Play 4](../07-sales/37-sales-playbook.md)) · S4 ≤ 3 weeks · any deal at 2× stage-typical duration gets a downgrade-or-revive decision.\n\n## 2. The Weekly Pipeline Review (Monday, 30 min — the founder's sales hygiene [37](../07-sales/37-sales-playbook.md))\n\nFixed agenda: (1) coverage vs. ≥ 3x target · (2) stage-aging exceptions with decisions · (3) MEDDICC gaps on S3+ deals (two red letters at S3 = no Commit entry [36 §3](../07-sales/36-sales-methodology.md)) · (4) single-threaded S2+ deals flagged ([34 choreography](../06-customers/34-buyer-personas.md)) · (5) this week's three most-important deal actions, named.\n\n**Hygiene rules:** every deal carries ICP score, personas engaged, competitor + card used, source (content/outbound/network/event — feeds [73]/[63] attribution) · loss reasons coded (category-misread / competitor-[name] / no-decision / price / security / timing) within a week of loss · win/loss notes feed the Friday ritual and monthly readout ([71 §3](71-internal-enablement.md)).\n\n## 3. The Funnel Math (the model the metrics must prove)\n\nWorking backward from [77 plan](77-annual-gtm-plan.md) 2027 targets (~25 new customers in the year):\n\n```\n25 wins ÷ 20% S1→Won  = 125 discoveries  ≈ 2.4/week\n125 discoveries ÷ 60% booking  ≈ 210 qualified conversations\n   ← sourced: content 60% ([73]) + outbound/network/events 40%\nCapacity check: 2.4 discoveries + ~1.6 demos + POV load ≈ founder's 15 selling hrs/wk — tight but real.\n   The math says: protect selling hours ruthlessly ([50 §5]) and hire AE #1 on plan, not on hope.\n```\n\nThis block is the repeatability dashboard: when actuals hold these ratios for two consecutive quarters, the motion is provably repeatable — AE #1 hires against it ([36 §4](../07-sales/36-sales-methodology.md)).\n\n## 4. Founder-Sales Specific Metrics (pre-AE)\n\nSelling-hours actual vs. 15/wk plan (monthly audit — the leakage metric) · recap-email same-day rate 100% · discovery 8-outputs completion 100% ([38](../07-sales/38-discovery-guide.md)) · demo checklist compliance 100% ([39 §3](../07-sales/39-demo-guide.md)) · POV weekly-review completion 100%. These process metrics _are_ the early sales metrics: at n<20 deals, conversion percentages are noise; process compliance is signal.\n\n**KPIs (the scoreboard):** S1→Won ≥ 20% · POV win ≥ 60% · cycle ≤ 90 days · coverage ≥ 3x · multi-threaded ≥ 80% · loss-reason coding 100% · repeatability ratios held 2 consecutive quarters (the gate).\n\n---\n\n**Related:** [72 Revenue](72-revenue-metrics.md) · [36 Methodology](../07-sales/36-sales-methodology.md) · [37 Playbook](../07-sales/37-sales-playbook.md) · [77 Annual Plan](77-annual-gtm-plan.md)\n"}