A playbook that identifies the key metrics indicative of a successful pilot and sales motion.

Overview

For sales leaders and frontline managers at high-growth companies, analyzing and responding to KPI trends in real time is part of refining and replicating a successful sales motion.

Without frequently revisiting the movement of opps between stages, the success of pilots, and the relationship between AE activity and revenue generated, those responsible for building a fruitful and sustainable sales motion are doing their reps and themselves a disservice.

The 🔬🧪 Sales Motion Analysis Playbook outlines the dashboard and alerting formats and distributions crucial to helping sales leaders and reps stay in the know, aligned on, and proactively acting upon what’s working and what’s not.

More Atrium playbooks here

Want help deploying one of these playbooks? Contact your CSM here.

Roles

Inside Sales - SMB through Enterprise
Outside Sales - SMB through Enterprise
Inbound Sales Development - SMB through Enterprise
Outbound Sales Development - SMB through Enterprise

Suggested Metrics

Role & Segment(s)	🟢 Basic	⬥⬥ Advanced
Inside Sales, Outside Sales	Time in Stage, Opp Conversion: Conversion Rate from Stage, Win Rate, Average Selling Price,	Stage Reached Opp Owned By, Opp Conversion: Win Rate from Stage

Suggested Views

These are a few suggested views to help monitor, manage, and improve Sales Motion Analysis for your reps and teams. 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 Stage Conversion & Time In Stage Dash

Read more about Dashboards in Atrium here.

View Type: Dashboard

View Description: A dashboard tracking the conversion rates and time in stage for key stages, and their change over time.

Roles& Segments: All members of the AE team, SMB through Enterprise

Subject(s): AE Team Average (All)

📊 Metric, Filters, Splits	👫 Subject(s)	📅 Time Interval	📅 Time Grouping	📸 Screenshot
Opp Conversion: Conversion Rate from Stage (from Stage 1 for New Business Sales)	AE Team Average (All)	Trailing 12 Months	Month	Screenshot
Time in Stage (from Stage 1 for New Business Sales)	AE Team Average (All)	Trailing 12 Months	Month	Screenshot
Opp Conversion: Conversion Rate from Stage (from Stage 2 for New Business Sales)	AE Team Average (All)	Trailing 12 Months	Month	Screenshot
Time in Stage (from Stage 2 for New Business Sales)	AE Team Average (All)	Trailing 12 Months	Month	Screenshot
Opp Conversion: Conversion Rate from Stage (from Stage 3 for New Business Sales)	AE Team Average (All)	Trailing 12 Months	Month	Screenshot
Time in Stage (from Stage 3 for New Business Sales)	AE Team Average (All)	Trailing 12 Months	Month	Screenshot
Opp Conversion: Conversion Rate from Stage (from Stage 4 for New Business Sales)	AE Team Average (All)	Trailing 12 Months	Month	Screenshot
Time in Stage (from Stage 4 for New Business Sales)	AE Team Average (All)	Trailing 12 Months	Month	Screenshot
Opp Conversion: Conversion Rate from Stage (from Stage 5 for New Business Sales)	AE Team Average (All)	Trailing 12 Months	Month	Screenshot
Time in Stage (from Stage 5 for New Business Sales)	AE Team Average (All)	Trailing 12 Months	Month	Screenshot
Opp Conversion: Conversion Rate from Stage (from Stage 6 for New Business Sales)	AE Team Average (All)	Trailing 12 Months	Month	Screenshot
Time in Stage (from Stage 6 for New Business Sales)	AE Team Average (All)	Trailing 12 Months	Month	Screenshot

Broadcast Audience: VP Sales, AE Team Manager, AE Team list serv (Screenshot)

Broadcast Cadence: Weekly on Sunday afternoons

Example Screenshot(s): Screenshot

🛬🛫 Pilot Performance Dashboard

Read more about Dashboards in Atrium here.

View Type: Dashboard

View Description: A dashboard showing insights around the pilot motion.

Roles & Segments: All members of the AE team, SMB through Enterprise

Subject(s): AE Team Total (+ Managers), AE Team Average (Ramped), All members of the AE team

📊 Metric, Filters, Splits	👫 Subject(s)	📅 Time Interval	📅 Time Grouping	📸 Screenshot
Stage Reached Opp Owned By (Stage = Pilot, split by tier)	AE Team Total (+ Managers)	Trailing 12 Months	Month	Screenshot
Stage Reached Opp Owned By (Stage = Pilot)	All AEs on team	Trailing 12 Months	Month	Screenshot
Stage Reached Opp Owned By (Stage = Pilot, Split by Tier)	All AEs on team	Trailing 90 Days	None	Screenshot
Opp Conversion: Win Rate from Stage (Stage = Pilot)	AE Team Average (Ramped)	Trailing 12 Months	Quarter	Screenshot
Opp Conversion: Win Rate from Stage (Stage = Pilot)	All AEs on team	Trailing 12 Months	Quarter	Screenshot
Opp Conversion: Win Rate from Stage (Stage = Pilot)	All AEs on team	Trailing 90 Days	None	Screenshot
Win Rate (Filter = new business)	All AEs on Team	Trailing 90 Days	None	Screenshot
Average Selling Price (Filter = new business)	All AEs on Team	Trailing 90 Days	None	Screenshot
Stage Reached Opp Owned By (Stage = Pilot, split by opp size)	AE Team Total (+ Managers)	Trailing 12 Months	Month	Screenshot
Stage Reached Opp Owned By (Stage = Proposal Sent)	AE Team Total (+ Managers)	Trailing 12 Months	Month	Screenshot
Time in Stage (Stage = Proposal, Opp Stage (Bucketed)=Closed Won)	All AEs on Team	Trailing 90 Days	None	Screenshot

Broadcast Audience: VP Sales, AE Team Manager, AE Team list serv (Screenshot)

Broadcast Cadence: Weekly on Sunday afternoons

Example Screenshot(s): Screenshot

💡 ❗️All Strategy Insights 🦊

Read more about Alert Feeds in Atrium here.

View Type: Alert Feed

View Description: Strategy insights analyze reps’ behaviors by looking at groups of metrics that are moving together. An alert feed composed of just those insights is a powerful way of understanding the nuances of various reps’ sales motions. Roles & Segments: All AEs, SMB through Enterprise + All SDRs, SMB through Enterprise

Subject(s): All members of AE & SDR teams