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3 Ways to Improve Sales Team Accountability with a Sales Engagement Platform

Keeping sales teams motivated, productive, and accountable is hard, especially at a time when face-to-face visibility is at an all-time low. More often than not, sales reps lack clear visibility into the sales funnel and the key metrics they need to achieve to hit their goals. In this blog post, we’ll explore how a Sales Engagement Platform can help managers hold their teams accountable and more effectively hit their goals by streamlining data capture, strengthening reporting, and improving collaboration.

What is a Sales Engagement Platform?

Sales engagement platforms have emerged as the most effective way to optimize the selling process, providing a single interface that helps teams plan, execute, track, measure, and optimize interactions with customers across multiple touches and channels. Explore our Definitive Guide to Sales Engagement Platforms for a deeper dive.

1. Capture Sales Data Consistently

According to Salesforce’s State of Sales 2020 Report, reps spend two-thirds of their time performing non-selling activities like manually logging their activities, updating customer notes, and performing administrative duties. That’s time that reps could spend selling if they weren’t burdened with these repetitive tasks. To pile on, 2020 has only increased the amount of data necessary to track. Nearly two-thirds of sales reps report logging more sales data in 2020 than they did in 2019, a trend that will likely continue to grow in the years to come.

The ability to log sales activity data automatically to the CRM without any manual work from reps or administrators is a huge benefit of a Sales Engagement Platform. While managers often find themselves coercing reps into keeping their CRM up to date, automating activity capture eliminates this dynamic entirely. Sales reps will spend more time building relationships and managers can rest easy knowing that important sales data is captured consistently.

Here are just some of the sales data that you should be accurately capturing across your sales teams to hold them accountable:

  • Emails sent, received, opened, clicked, and replied

  • Calls and the outcome

  • Meetings booked, along with the type of meeting and the outcome

  • Relevant notes at the account or opportunity level

  • Current opportunity stage

  • New or updated Salesforce records

Leaders aiming to increase accountability must take the time to ensure that important sales data is logged in the CRM consistently and accurately. This information is the foundation for reliable forecasting and reporting, so data hygiene is mission-critical!

2. Balance high-level reports and specific insights

Balance high-level reporting with deep insights

One of the most common challenges sales leaders face today is a lack of visibility into the sales funnel and a misunderstanding of how each rep’s activities contribute to its health. This turns forecasting into guesswork and often causes leaders to over-promise and under-deliver. Capturing data consistently is your first step towards visibility.

The next step is configuring that valuable data into dashboards that you and your reps can use to understand account priorities, track execution, and identify what’s working and what needs to be tweaked.

Here are a few dashboard views that you might configure:

  • Top Accounts from this Month – Show top active new business accounts with open opportunities sorted by contact engagement over the last 30 days. This provides insight into which accounts are most active and engaged so you can focus on your hottest opportunities first.

  • Stalled Opportunities from this Quarter – Show open opportunities closing this quarter without any activity in the last 14 days. These opportunities are considered “stalled” since there hasn’t been progress and they are expected to close.

  • Activities by Rep from this Week – A report showing each rep’s overall activities this week. Segment actions by their type and channel. This helps managers understand sales rep workload and productivity.

  • Flow Steps Completed on Time – Breakdown and % of Groove Flow Steps completed on time, split out by rep. Helps managers address breakdowns and inefficiencies in processes.

Sales Engagement Platforms provide these high-level insights at a glance so sales managers can view a report card of overall team performance, account engagement, and funnel health.

And while they provide a bird’s eye view of the funnel, they also track specific insights at the account and contact levels. Managers can break down all calls, emails, tasks, and activities to identify which accounts are engaged, which emails are high-performing, which weekday gets the best pick-up rate, and more.

Pulling back the curtain on your CRM and bringing this data to the forefront gives managers visibility into team performance in real-time. Nobody likes pestering sales reps to update their CRM or waiting until EOQ only to be surprised by a missed goal. Instead, effective leaders rely on a sales engagement platform to surface data insights so they can identify challenges in real-time, right the ship, and get back on track to hitting the number.

3. Open up Online Collaboration

Improving sales accountability doesn’t have to be a “top-down” approach. Alternative approaches that leverage collaboration with reps and managers can often effectively drive sales accountability from the bottom up. In a pre-COVID world, the majority of these collaborative spaces existed in the IRL office environment – at the water cooler, in meeting rooms, and over lunch. But in this new reality of remote working, reps are clamoring for an online setting to collaborate on current opportunities, share wins, review losses, and strategize for the next play.

Outside reps are feeling it the most. They’re nearly 20% less likely than inside reps to have confidence in their ability to close deals in the current remote selling environment, according to Salesforce.

Sales engagement platforms bring in-office collaborative spaces online, overlaying actionable sales data in an accessible way that would be nearly impossible in a lunch meeting between bites of chicken salad. Teams can leverage these collaborative spaces in real-time for pipeline reviews, AE and SDR account list collaboration, account-based marketing programs, and more. These spaces (like the one pictured below) become even more powerful if they are able to bring in real-time CRM data.

sales team account collaboration

Establishing an online collaborative space creates open lines of communication between reps themselves, and with their managers, increasing the likelihood of solving an issue before it becomes a larger problem. If a prospective account has gone dark unexpectedly, managers should be looped in as soon as possible so they can re-engage them with a high-value offer.

Key Takeaways:

  1. Sales data must be tracked consistently. Without accurate data, reports and forecasts are a guessing game.

  2. Customizable dashboards are essential. Configure views for both high-level funnel health, and specific account and activity insights.

  3. Encourage accountability from the bottom-up. Establish online collaborative spaces to create a self-sustaining accountability engine.

Are you interested in how a Sales Engagement Platform can help you improve your sales teams’ accountability, activity tracking, data logging, forecasting, and reporting accuracy? Groove is ranked #1 in Customer Satisfaction among all Sales Engagement Platforms based on verified customer reviews from G2. Book a demo to learn how Groove can play an essential role in maintaining sales accountability within your organization.

Groove is top-rated sales engagement platform on G2

G2 Sales Engagement Software Report

Learn why Groove is leading the pack, and how the top providers are ranked across several criteria, including user satisfaction and G2’s proprietary Relationship Index/Momentum Grid®.

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