This short video excerpt (part one of a series) reports on a year-long study measuring 332 metrics across 17 companies and argues only four metrics truly matter. The first and primary metric highlighted is 'offers made' (number of pitches, sales calls, emails). The speaker advises tracking total offers while monitoring conversion rates to separate signal from noise and drive revenue growth.
It took us a year to measure 332 metrics across 17 companies to realize that there are only four metrics that mattered. Here's what they are and how to start tracking them this week. This is part one in this series where we cover how to track numbers that actually move the needle. You probably have tons of things that you track, but how do you know the difference between signal and noise? The first number that you need to track is offers made. Now, this may seem obvious, but this is really the golden metric when you're trying to grow your business. You might have heard the expression, nothing happens until something is sold. And that's true. But the reality is, nothing is sold until an offer is made. So how many pitches are you sending out? How many sales calls are you on? This doesn't mean that you're throwing out metrics like conversion rate and engagement rate. I mean, obviously, if you just are making a ton of offers to a bunch of unqualified people and conversion rate plummets, that's not good. So you still want to look at that. But when you focus on the total number of offers made and you still make sure the conversion rate is being maintained, your people will make more offers, you'll send out more emails, and you're just going to make a lot more money. It's going to drive a lot more revenue.
