Coaching for Improvement - Win Rate
One of the metrics you can track in Atrium to better understand your team’s success and effectiveness in their sales motion is their Win Rate (definition, card link). This metric is the percentage of all sales-accepted opportunities that are closed won, which shows how effective your reps are at closing business. From here, you can work backwards to understand how many opps a rep needs to be carrying in order to hit their quota.
In the case that a rep’s Win Rate decreases compared with your team average, you would want to dig in to understand what is causing them to lose a higher percentage of deals than their peers. If this is a temporary deviation, this could have been caused by a rep cleaning up their pipeline and closing out a higher number of opps than usual. However, if this persists at a lower rate than the rest of the team, you would want to take a closer look at what is happening.
So how do you help this rep get back on track and fall closer in line with their teammates?
- Understand their Opportunity load
The first thing to look at when Win Rate is struggling is to look at how many and what kinds of opps your rep is carrying.
First off - is your rep carrying an ideal opportunity count in order to generate a healthy pipeline? If their opp count is higher than most of their peers, you would then want to take a look at how viable those opps are. One thing that could be affecting this rep’s win rate is if they are moving unqualified opps to SAO and thus bringing opps into their pipeline that shouldn’t have entered it in the first place. These will ultimately be closed lost and contribute to a lower win rate.
Second - do they have a high volume of stuck opportunities? This card will tell you when opps are getting stuck in one stage and not advancing down the pipeline regardless of their interaction with their opportunities, showing where there might be roadblocks for the rep.
Making sure your team has a healthy load of qualified opportunities helps ensure your team is spending their time on prospects that can lead to closed bookings instead of spinning their wheels with deals that they are inevitably going to lose.
- Evaluate how effectively they are moving deals down the pipeline
Win Rate is a direct reflection of the quality and quantity of a rep’s pipeline, therefore in addition to understanding the quantity of opps, you need to look at how effectively they are working them. This includes looking at their quality metrics like Follow-Up Meeting Ratio and Opportunities Advanced. These metrics look at how well your reps are engaging with their opportunities and how well they are moving them through the pipeline.
For example - follow-up meeting ratio shows how effective your reps are at getting second, third, etc. meetings with their prospects. If your rep is struggling with their win rate AND follow-up meeting ratio, it shows that they probably need coaching in how to demonstrate value and properly set up next steps to secure a follow-up meeting. For more on coaching to follow-up meeting ratio, see the coaching note on that metric here.
If a rep is not effective at moving opportunities to the next stage and building compelling cases for their prospects, this will cause these metrics to drop, reflecting the rep’s struggle to progress opps down their pipeline and engage in consistent conversations. This is a good opportunity to coach your rep in creating compelling sales value and making sure their messaging is relevant to their customers.
- Look at the frequency of their engagement
Having frequent engagement with opportunities is another big driver for win rate - the more engaged an opp is, the more likely it is to advance down the pipeline. Looking at a rep’s Untouched Opportunities and Days Between Touches helps to show how actively engaged these opportunities are.
For example - if a rep’s days between touches are increasing, it shows that they aren’t effectively engaging with their opportunities regularly enough to make a compelling case or generate urgency to drive opportunities through their pipeline. Similarly, untouched opportunities shows where a rep hasn’t interacted with opportunities in at least 30 days. With that magnitude of a gap in outreach, these opportunities are not likely to close, as the rep has not been engaging with them, and they are more likely to be lost.
- Watch out for single-threading
In addition to assessing how well opps are moving down the pipeline and how frequently reps are interacting with their prospects, you want to make sure that your reps are doing a good job of getting depth in their accounts. Most deals will require more than one point of contact seeing the demo and making the decision. If a rep’s win rate is down, make sure they are getting good coverage on their accounts by looking at their number of Contacts per Account and engaging the right stakeholders in the conversation.
As with all performance conversations, remember to document the conversation! Make sure you and your AE are both clear on what the issue is and what steps you’re taking to address it so that you can revisit during future 1:1s to understand what progress is being made towards improvement.