Mark Osborne explains why sales teams should track activity metrics they can control, like calls and meetings, rather than just outcomes. These activities drive conversions even when customer decisions remain unpredictable.
One of the best practices that I always hear people talk about is you can't just have sort of like the one outcome and everyone sort of marches towards that, but you need sort of metrics and KPIs related to the volume of activities. And you need some activities that you can control because you can't necessarily control your customers saying yes, but you know that if you do A, B, and C, that leads to yeses. So, and you can control the volume of A, B, and C. Yeah.
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