A playbook on monitoring and managing multiple types of teams that generate revenue.
Table of Contents
Overview
Want help deploying one of these playbooks? Contact your CSM here.
As a sales leader, you may not need to have as much insight into the day-to-day behavior of all the sales reps at your company. But that doesn’t mean their performance isn’t important to you!
As you lead the managers of these reps, you need to know whether your strategic decisions and coaching are leading to the outcomes you expect to see. With a few views in Atrium, built specifically for you, that connection can be made clearer.
A second-level manager will have different needs depending on who rolls up to them, and what their organization’s sales motion looks like. This playbook is designed for managers that need to keep tabs on multiple teams (primarily SDRs and AEs).
Roles
Depending on the layout of your organization, titles for sales leaders can vary quite a bit. In general, this playbook will be useful for you if you need eyesight into multiple revenue-generating teams. That might include roles like:
- Chief Revenue Officer - SMB through Enterprise
- Chief Executive Officer - SMB through Enterprise
- Vice President of Sales/Senior Vice President of Sales - SMB through Enterprise
- Director of Sales - SMB through Enterprise
Suggested Metrics
| Role & Segment(s) |
🟢 Basic |
⬥⬥ Advanced |
| CRO / C-Suite | Bookings, Wins, Opportunities Owned, Pipeline Owned, New Opportunities Owned, New Pipeline Owned | Weighted Pipeline by Historical Win Rates, Forward Pipeline by Close Date |
| VP / SVP / Director of Sales | Bookings, Wins, Win Rate, Average Selling Price, Opportunities Owned, New Opportunities Owned, Pipeline Owned, New Pipeline Owned, Meetings on Calendar, Accounts / Opps Touched | Weighted Pipeline by Historical Win Rates, Forward Pipeline by Close Date, Deal Cycle, Stage Conversion Rates, Time in Stage, Win Rate from Stage |
Common Themes to Manage
When managing your revenue-generating managers, there are a few common items that may pop out. We call them out here with some suggestions on how to address them.
Unexpectedly missing goal
Issue: Some/all of the teams that roll up to you are pacing to miss their quotas, and you don’t realize it until late in the quarter.
Solution(s): Even with regular attention to forecasting, it can be hard to track pacing towards longer-term goals like quarterly or annual quota. Plus, it’s hard to coach on a metric like ‘Bookings’, which is an output.
It can be more effective to coach on activity and efficiency inputs, like multi-threading, stage advancements, and meetings with leads. By tracking teams’ performance against these upstream indicators, you have a better chance at catching an underperforming team before they miss quota. For more information, check out our Revenue and Pipeline Formulas!
Reporting progress back to a Board of Directors or investors
Issue: In addition to output metrics like revenue, you may want to use other metrics to paint a fuller picture of your business for a Board of Directors or investors.
This is especially true if your revenue numbers don’t tell the whole story: For example, maybe you’ve recently changed your sales motion, or hired a bunch of ramping reps to your revenue-generating teams, and it’s too soon to see the impact of those decisions on downstream metrics like bookings.
Solution(s): Tracking trends in other metrics (whether they’re activity metrics like customer touch points or efficiency metrics like conversion rates) can help you communicate business progress. For example, sharing that you’ve tripled your SDR team’s email conversion rate over the last 6 months paints a compelling picture of the future of your business.
One team’s performance goes down unexpectedly
Issue: As a leader, it’s not always clear what you should do if a team’s performance starts to deteriorate. After all, you don’t have insight into the day-to-day workings of the team, so it’s not obvious if the degradation is broad across the team, or if it’s just a few people who need extra coaching from the team lead.
Solution: You can use resources in Atrium to keep an eye on the performance of individual reps that roll up under you, without having to spend lots of time analyzing walls of charts. Atrium’s alert functionality will proactively let you know when teams are showing signs of performance degradation and enable you to quickly answer subsequent questions like, “What does performance look like across individuals on the team?”, and “How does this trend over time?” without having to bug your SalesOps team for extra reports.
Suggested Views
These are a few suggested views to help you monitor and manage your sales managers. The best practice is to group them together in a folder.
If you’d like to get amazing at innovating your own Atrium views, these guides on Dashboards, Alert Feeds, Opp Health Views, and Goals are a great place to start.
Key Team-Level Indicators Dashboard
Read more about Dashboards in Atrium here.
View Type: Dashboard
View Description: Aggregate team total indicators for AE, SDR, and CS Teams
Roles & Segments: SDR Team (Outbound and Inbound, SMB through Enterprise) AE Team (SMB through Enterprise), CS/AM Team (SMB through Enterprise)
Subject(s): Team-wide totals and averages for SDR, AE, and CS/AM teams
Suggested Metrics: Accounts Touched, New Accounts Touched, Contacts Touched, New Contacts Touched, Email Engagement Rate, Meetings on Calendar, New Opportunities Owned, Stage Reached - Opp Owned By, Pipeline by Close Date, Wins, Bookings, Pipeline at Stage Reached - Opp Owned By
|
📊 Metric, Filters, Splits |
👫 Subject(s) |
📅 Time Interval |
📅 Time Grouping |
📸 Screenshot |
|
SDR Team Total |
Trailing 6 months |
By week |
||
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SDR Team Total |
Trailing 6 months |
By week |
||
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SDR Team Total |
Trailing 6 months |
By week |
||
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SDR Team Total |
Trailing 6 months |
By week |
||
|
SDR Team Total |
Trailing 6 months |
By week |
||
|
SDR Team Total |
Trailing 12 months |
By month |
||
|
Meetings on Calendar (split by Meeting Type) |
AE Team Total |
Trailing 6 months |
By week |
|
|
Meetings on Calendar (split by Meeting Type) |
AE Team Total |
Trailing 12 months |
By month |
|
|
Meetings on Calendar (split by Auto-Renew Status) |
CX Team Total |
Trailing 6 months |
By week |
|
|
Meetings on Calendar (split by Auto-Renew Status) |
CX Team Total |
Trailing 12 months |
By month |
|
|
New Opportunities Owned (filtered by Bucketed Opp Type: New Business; split by Organizational Persona) |
AE Team Total |
Trailing 6 months |
By week |
|
|
New Opportunities Owned (filtered by Bucketed Opp Type: New Business; split by Organizational Persona) |
AE Team Total |
Trailing 12 months |
By month |
|
|
Stage Reached - Opportunity Owned By; Reached: Any Stage |
AE Team Total |
Trailing 6 months |
By week |
|
|
Stage Reached - Opportunity Owned By; Reached: Any Stage |
AE Team Total |
Trailing 12 months |
By month |
|
|
Stage Reached - Opportunity Owned By; Reached: Discovery (split by Visited Selected Stage?) |
AE Team Total |
Trailing 6 months |
By week |
|
|
Stage Reached - Opportunity Owned By; Reached: Discovery (split by Visited Selected Stage?) |
AE Team Total |
Trailing 12 months |
By month |
|
|
Stage Reached - Opportunity Owned By; Reached: Account Setup (split by Visited Selected Stage?) |
AE Team Total |
Trailing 6 months |
By week |
|
|
Stage Reached - Opportunity Owned By; Reached: Account Setup (split by Visited Selected Stage?) |
AE Team Total |
Trailing 12 months |
By month |
|
|
Stage Reached - Opportunity Owned By; Reached: Proposal Sent (split by Visited Selected Stage?) |
AE Team Total |
Trailing 6 months |
By week |
|
|
Stage Reached - Opportunity Owned By; Reached: Proposal Sent (split by Visited Selected Stage?) |
AE Team Total |
Trailing 12 months |
By month |
|
|
Stage Reached - Opportunity Owned By; Reached: Contract Sent (split by Visited Selected Stage?) |
AE Team Total |
Trailing 6 months |
By week |
|
|
Stage Reached - Opportunity Owned By; Reached: Contract Sent (split by Visited Selected Stage?) |
AE Team Total |
Trailing 12 months |
By month |
|
|
New Opportunities Owned (split by Organizational Persona) |
AE Team Average |
Trailing 12 months |
By month |
|
|
Stage Reached - Opportunity Owned By; Reached: Discovery (split by Visited Selected Stage?) |
AE Team Average |
Trailing 12 months |
By month |
|
|
Pipeline at Stage Reached - Opportunity Owned By; Reached: Discovery |
AE Team Total |
Trailing 12 months |
By month |
|
|
Pipeline Reached - Opportunity Owned By (Reached Discovery) |
AE Team Total |
Trailing 12 months |
By quarter |
|
|
Pipeline Reached - Opportunity Owned By (Reached Account Setup) |
AE Team Total |
Trailing 12 months |
By month |
|
|
Pipeline by Close Date (split by Bucketed Opp Stage) |
AE Team Total |
Forward 12 months |
By quarter |
|
|
Wins (split by Individual Opp Stage) |
Company Team Total |
Trailing 12 months |
By month |
|
|
Bookings (split by Individual Opp Stage) |
Company Team Total |
Trailing 12 months |
By month |
Broadcast Audience: Second-Level Manager, SDR Team Lead, AE Team Lead, CX Team Lead (Screenshot)
Broadcast Cadence: Sunday mornings so that everyone starts their week with a good understanding of each team’s performance. Are their strategic decisions leading to the activity outcomes they want to see? Do they need to pivot their focus this week?
Other Distribution: Linked in the meeting agenda doc for leadership-level syncs; Linked in the agenda doc for 1:1s between team leads and their Second-Level Manager.
Example Screenshot(s): LINK
Go-To-Market Team Weekly Dashboard
Read more about Dashboards in Atrium here.
View Type: Dashboard
View Description: Aggregate team total performance indicators for the entire revenue-generating team, split into two time intervals: trailed out to show monthly performance over 12 months; trailed out to show weekly performance over 90 days.
Roles & Segments: Entire revenue-generating GTM team (Might include AE Team, CX Team, and/or SDR team), SMB through Enterprise
Subject(s): Team-wide totals for GTM team
Suggested Metrics: Wins, Bookings, Opportunities Owned, Pipeline Owned, Opportunities Created, New Opportunities Owned, New Pipeline Owned, Stage Reached - Opp Owned By, Meetings on Calendar
|
📊 Metric, Filters, Splits |
👫 Subject(s) |
📅 Time Interval |
📅 Time Grouping |
📸 Screenshot |
|
Wins (filtered by Individual Opp Type: New Business and Expansion; split by Individual Opp Type) |
GTM Team Total |
This year |
By month |
|
|
Bookings (filtered by Individual Opp Type: New Business and Expansion; split by Individual Opp Type) |
GTM Team Total |
This year |
By month |
|
|
Wins (filtered by Individual Opp Type: New Business and Expansion; split by Individual Opp Type) |
GTM Team Total |
Trailing 12 months |
By month |
|
|
Bookings (filtered by Individual Opp Type: New Business and Expansion; split by Individual Opp Type) |
GTM Team Total |
Trailing 12 months |
By month |
|
|
Opportunities Owned (split by Bucketed Opp Stage) |
GTM Team Total |
Trailing 12 months |
By month |
|
|
Pipeline Owned (split by Bucketed Opp Stage) |
GTM Team Total |
Trailing 12 months |
By month |
|
|
Stage Reached - Opp Owned By; Reached: Any Stage; For: New Business Sales (screenshot) |
GTM Team Total |
Trailing 12 months |
By month |
|
|
Stage Reached - Opp Owned By; Reached: Account Setup |
GTM Team Total |
Trailing 12 months |
By month |
|
|
Stage Reached - Opp Owned By; Reached: Proposal |
GTM Team Total |
Trailing 12 months |
By month |
|
|
Meetings on Calendar (split by Meeting Type) |
GTM Team Total |
Trailing 12 months |
By month |
|
|
Meetings on Calendar (filtered by Meeting Type: Initial Meeting; split by Organizational Persona) |
GTM Team Total |
Trailing 12 months |
By month |
|
|
SDR Team Total |
Trailing 12 months |
By month |
||
|
New Opportunities Owned (split by Campaign Type) |
AE Team Total |
Trailing 12 months |
By month |
|
|
New Pipeline Owned (split by Campaign Type) |
AE Team Total |
Trailing 12 months |
By month |
|
|
Opportunities Owned (split by Opportunity Status) |
GTM Team Total |
Trailing 90 days |
By week |
|
|
Pipeline Owned (split by Bucketed Opp Stage) |
GTM Team Total |
Trailing 90 days |
By week |
|
|
Stage Reached - Opp Owned By; Reached: Any Stage; For: New Business Sales (screenshot) (split by Organizational Persona) |
GTM Team Total |
Trailing 90 days |
By week |
|
|
Stage Reached - Opp Owned by; Reached: Account Setup; For: New Business Sales (split by Organizational Persona) |
GTM Team Total |
Trailing 90 days |
By week |
|
|
Stage Reached - Opp Owned by; Reached: Proposal; For: New Business Sales (split by Organizational Persona) |
GTM Team Total |
Trailing 90 days |
By week |
|
|
Meetings on Calendar (Split by: Meeting Type) |
GTM Team Total |
Trailing 90 days |
By week |
|
|
Meetings on Calendar (filtered by Meeting Type: Initial Meeting; split by Organizational Persona) |
GTM Team Total |
Trailing 90 days |
By week |
|
|
SDR Team Total |
Trailing 90 days |
By week |
||
|
New Opportunities Owned (split by Campaign Type) |
GTM Team Total |
Trailing 90 days |
By week |
|
|
New Pipeline Owned (split by Campaign Type) |
GTM Team Total |
Trailing 90 days |
By week |
Broadcast Audience: Leadership & Team Leads for revenue-generating teams (e.g. CRO, Other Second-Level Managers, SDR Team Lead, AE Team Lead, CX Team Lead) (Screenshot)
Broadcast Cadence: Sunday mornings so that everyone starts their week with a good understanding of each team’s performance. Are their strategic decisions leading to the activity outcomes they want to see? Do they need to pivot their focus this week?
Other Distribution: Linked in the meeting agenda doc for leadership-level syncs; Linked in the agenda doc for 1:1s between team leads and their Second-Level Manager.
Example Screenshot(s): LINK
Key AE Team-Level Alerts
Read more about Alert Feeds in Atrium here.
View Type: Alert Feed
View Description: Important team-level alerts for AE team. Relevant for a first-level and second-level manager.
Roles & Segments: AE Team, SMB through Enterprise
Subject(s): AE team-level alerting (screenshot)
Suggested Metrics: Average Selling Price, Bookings, Meetings on Calendar, New Opportunities Owned, New Pipeline Owned, Opportunities Owned, Pipeline at Stage Reached - Opp Owned By, Pipeline at Stage Reached - Opp Sourced By, Pipeline Change, Pipeline Owned, Weighted Pipeline by Historical Win Rates, Win Rate - New Business
Alert Categories: Personal Alerts, Peer Alerts (+ Ramping), Goal Alerts (+ Ramping)
Alert Type(s): Positive, Warning, and Neutral Alerts
Broadcast Audience: AE Management and Second-Level Sales Managers (screenshot)
Broadcast Cadence: Sunday morning so the entire sales management team starts their week with a clear understanding of what the sales teams need to focus on.
Example Screenshot(s): Screenshot
Key SDR Team-Level Alerts
Read more about Alert Feeds in Atrium here.
View Type: Alert Feed
View Description: Important team-level alerts for SDR team. Relevant for a first-level and second-level manager.
Roles & Segments: SDR Team, Inbound and Outbound, SMB through Enterprise
Subject(s): SDR team-level alerting (screenshot)
Suggested Metrics: Accounts Touched, Activity Points, Calls, Emails Sent, New Accounts Touched, New Contacts Touched, Opportunities Created, Pipeline at Stage Reached - Opp Sourced By, Pipeline Created, Stage Reached - Opp Sourced By
Alert Categories: Personal Alerts, Peer Alerts (+ Ramping), Goal Alerts (+ Ramping)
Alert Type(s): Positive, Warning, and Neutral Alerts
Broadcast Audience: SDR Management and Second-Level Sales Managers, via email and Slack (screenshot)
Broadcast Cadence: Sunday morning so the entire sales management team starts their week with a clear understanding of what the sales teams need to focus on.
Example Screenshot(s): Screenshot
Key CX Team-Level Alerts
Read more about Alert Feeds in Atrium here.
View Type: Alert Feed
View Description: Important team-level alerts for CX team. Relevant for a first-level and second-level manager.
Roles & Segments: Customer Experience Team, SMB through Enterprise
Subject(s): Customer Experience team(s) (screenshot)
Suggested Metrics: Accounts Touched, Activity Points, Average Selling Price, Bookings, Contacts Touched, Meetings on Calendar, New Opportunities Owned, New Pipeline Owned, Opportunities Owned, Pipeline Owned, Untouched Opps - Existing Business, Win Rate
Alert Categories: Personal Alerts, Peer Alerts (+ Ramping), Goal Alerts (+ Ramping)
Alert Type(s): Positive, Warning, and Neutral Alerts
Broadcast Audience: CX Management and Second-Level Sales Managers, via email and Slack (screenshot)
Broadcast Cadence: Sunday morning so the entire sales management team starts their week with a clear understanding of what the sales teams need to focus on.
Example Screenshot(s): LINK
Key Alerts: All Revenue Teams
Read more about Alert Feeds in Atrium here.
View Type: Alert Feed
View Description: Key Strategy Insights for all revenue contribution teams
Roles & Segments: Entire revenue-generating GTM team (Might include AE Team, CX Team, and/or SDR team), SMB through Enterprise
Subject(s): Individual reps on revenue-generating teams (might include AE Team members, CX Team members, and/or SDR team members) (screenshot)
Suggested Metrics: Accounts Touched, Average Sales Cycle, Average Selling Price, Average Selling Price - Existing Business, Bookings, Contacts Touched, Emails Sent, Gong - Talk Ratio, Meetings on Calendar, New Opportunities Owned, Opportunities Created, Pipeline at Stage Reached - Opp Owned By, Pipeline at Stage Reached - Opp Sourced By, Stuck Opportunities, Untouched Opps - New Business, Weighted Pipeline by Historical Win Rates, Win Rate - New Business
Alert Categories: Strategy Insights, Ramping Strategy Insights (read more about Atrium’s Strategy Insights here!)
Alert Type(s): Positive, Warning, and Neutral Alerts
Broadcast Audience: Second-Level+ Sales Leader, via email (screenshot)
Broadcast Cadence: Monday at noon so the sales leader goes into the week with key insights about their top performers.
Example Screenshot(s): LINK
View Example Screenshots
Key Team-Level Indicators Dashboard
(Full dashboard recording here)
Go-To-Market Team Weekly Dashboard
(Full dashboard recording here)
Key AE Team-Level Alerts
Key SDR Team-Level Alerts
Key CX Team-Level Alerts
Key Alerts: All Revenue Teams
