Time to reaction
Another time-sensitive metric that can help you fine-tune sales and marketing teams’ interaction is Time to Reaction. This is the length of time between salespeople’s actions upon a lead.
This metric is very easy to identify and, usually, it gives a lot of insight into 2 main areas:
- How do leads from different sources are going through the sale cycle stages, and
- How individual salespeople’s performance is different when compared to the time needed to move a lead from one sales cycle stage to the next.
The perfect practical example of using the Time to Reaction metric will be to assess the speed with which you assign the salespeople to a lead.
It can be done automatically, it can be done manually, but you will have the timestamp between the time when the prospect was created in your system, till the time the salesperson was assigned to them, and then till the time when the salesperson actually reached out to them.
Fine-tuning CRM workflows and sales scripts based on this data can help you speed up the sales process and, again, give more timely signals to the marketing team on channels and campaigns performance.
Using time-sensitive metrics in addition to your key SaaS metrics is a great way to group your leads into cohorts and analyze them by source, and by salesperson, looking at how exactly your sales team processes these leads and what causes you a slow down in your sales cycle.