We establish a baseline at the start of the programme and agree in advance which metrics will best reflect progress for your organisation. These typically include a combination of leading indicators, the behaviours and process disciplines that drive results, and lagging indicators, the revenue outcomes that follow.
Leading indicators might include pipeline quality and coverage, qualification scores, opportunity progression rates, and the consistency of key sales behaviours. Lagging indicators include win rates, deal size, and revenue against target.
The reason we track both is that in complex B2B environments, revenue outcomes can be slow to materialise. Leading indicators tell you whether the right changes are happening now, before they show up in closed revenue. This matters because it allows you to course-correct early rather than wait a year to find out something was not working.
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