Time-sensitive metrics in SaaS CRM

Liudmila Kiseleva

Time stamps in SaaS CRM have hidden super-power. They help identify time-sensitive areas and close gaps between sales and marketing team data management – faster.

Let’s take a look at the two most important time-sensitive metrics in a SaaS CRM: time between sales cycle stages, and Time to Reaction.

Watch the video below where I discuss time-sensitive metrics in SaaS CRMs.

2nd class leads: does your sales cycle have this problem?

2nd class leads

Do you have 2nd class leads problem in your SaaS business? Let’s employ time-based metrics to find out. 

The 2nd class leads problem usually happens when you have a specific group of leads (a cohort) that your sales team treats completely differently from other leads.

With the timestamp metrics, the 2nd class leads are easily identified by looking at the specific timestamps within your CRM data.

The first thing to look at is the difference between the time contact or prospect is created and a salesperson being assigned to them.

We often see that the sales team may consider marketing-generated leads as less important than leads from other channels (shows, outbound prospecting, etc) and therefore they delay action on these leads.

As a result, the marketing team doesn’t have timely signals on real campaign performance and stays underinformed.

This leads to inefficient marketing budget spending and increases tension between teams.

Time to reaction

time to reaction metric saas

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:

  1. How do leads from different sources are going through the sale cycle stages, and
  2. 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.

About the author
Liudmila Kiseleva

Liudmila is one of the best-in-class digital marketers and a data-driven, very hands-on agency owner. With top-level education and experience, Liudmila is a true expert when it comes to digital marketing strategies and execution.

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