Increasing your team’s productivity is essential for increasing your company’s revenue. In this article, you’ll learn the ins and outs of sales productivity. That includes tips to increase the time your sales reps have to spend selling.

Sales productivity directly impacts your bottom line. If sales productivity is low, salespeople are not generating enough revenue to cover their costs. In some cases, a low sales productivity rate can even mean that a company is losing money.

The solution is two-pronged. You’ll need to

By tracking sales productivity, your company can make changes to its processes and strategies that can increase the number of deals closed.

Improving productivity can also have a positive impact on morale. Reps are happier because they spend more time doing what they love and less time doing what they don’t — while generating more income in less time.

Selling is more complicated today. There are more touch points involved, and buyers are more sophisticated. Plus, the technology that reps use changes almost daily.

Entropy is always increasing, and so does the chaos involved in managing today’s selling interactions. Differences between sellers are increasingly nuanced. Despite record investments in data and analytics, sellers face more uncertainty than ever.

Online decision-making has blown up the alignment and synchronicity that existed in traditional buy/sell situations. This has put salespeople at a contextual disadvantage. When combined with modern demand generation strategies, salespeople spend more time managing administrative tasks than managing the sales process.

Efficiency and effectiveness are two ways to understand your team’s productivity.

Sales efficiency measures how many opportunities a representative converts into actual sales.

This can help you understand the steps in your buyer’s journey and potential barriers to purchase.

Within these categories, your team can focus on more specific metrics. The number of sales made per hour worked is one of the most popular measurements. This metric can help you see how effective your sales team is at generating revenue during their time spent selling.

Another way to measure sales productivity is by looking at the number of sales made per contact. This metric can help you see how well your sales team converts leads into customers.

Finally, you can also measure sales productivity by looking at the number of sales made per salesperson. This metric can help you see how effective your sales team is as a whole and identify areas where you need to improve.

One way to improve sales productivity is by providing sales training and development programs. These programs can help salespeople learn new skills and strategies that can make them more effective at generating revenue.

Sales automation software can help free up your team’s time. Find software that can assist with administrative tasks. Additionally, sales intelligence tools can help salespeople gather data and information about their prospects so that they can close more deals.

If morale has created a barrier to productivity, you can use incentives to help keep your team motivated. Sales contests and commission structures can motivate salespeople to sell more and close more deals.

There are several sales productivity tools that can help increase efficiency. We’ll dive into popular solutions below to help you discover the best options for your team.

A customer relationship management (CRM) system can help your team track leads, deals, and customers. CRMs can also provide salespeople with information about their customers so that they can sell more effectively.

Here’s an example. CRMs like HubSpot allow you to search a prospect by name. From there, you can find out what company they work for, the company size, and any previous outreach that they have received from your team.

Sales intelligence software gathers data and information that can help facilitate the sales process. That includes tethering industry-specific talking points for contacts before you being outreach.

Sales productivity can be improved with a targeted approach. Here are a few additional ways that you can improve sales productivity across your organization.

The more complex your offering, the greater the variance and complexity in your customer acquisition process. While creating a repeatable process when the process is different every time may seem like an insurmountable problem, in reality, it’s not. The key is to view the process through an “object lens.”

Don’t build out your methodology from A to Z; instead, map the system and find the waypoints. Mapping the system in this manner enables you to find those key inflection points where adjustments occur.

This enables you to make your repeatable process a series of repeatable mini-processes that can be plugged in as needed.

Great selling organizations have crystal-clear service-level agreements that define what every lead definition means, the protocols for managing those leads, and what’s expected from every aspect of the revenue generation team.

A strong SLA enables everyone — especially salespeople — to spend their “thinking time” focused on selling situations, rather than figuring out what to do and when to do it. This creates greater discipline and velocity.

Sales reps either execute their sales cadences like a poorly programmed bot, or they’re forced to spend so much time thinking about what to do they have no time or brainpower to focus on the conversation taking place.

Contextual plays free up a sales rep’s genius to engage with their most important asset: the prospect/customer.

Playbooks are powerful. If you don’t have a defined and documented playbook, you’re at a disadvantage.

However, if your sales reps have to think about or refer to the playbook, your playbook isn’t going to work. Reps shouldn’t have to think about the playbook. The playbook should be integrated and automated within the existing systems.

Sales productivity is an important aspect of your business. By tracking sales productivity, companies can make changes to their sales process and sales strategy to help salespeople be more effective in their jobs and close more deals. Implementing these changes can help you increase sales and revenue for your business.

The key to maximizing the productivity of your sales team is to provide them with the right tools and resources.