Ten ideas to help measure the impact of linkedIn of sales performance
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Transcript of Ten ideas to help measure the impact of linkedIn of sales performance
LinkedIn has changed the way we sell business to business
The face of Business
to Business sales
prospecting has
changed beyond
recognition in
recent years because
of LinkedIn
In recent years, research from both Google and SiriusDecisions
has indicated that buyers will often be 60 - 70% of the way
through a buying process before they engage with sales reps
Using LinkedIn to research and gain education about their pending purchase.
&Using LinkedIn to identify and check out potential suppliers in advance of inviting them into a purchasing process
And we also know that Buyers are
The problem is a sales rep can end up spending a lot of time of LinkedIn
without getting a tangible sales return from it!
So how does a sales manager
measure progress or impact of a
sales rep’s LinkedIn efforts?
More time or less
time on LinkedIn?
Here are ten metrics that
will help indicate whether or
not your sales reps are
making impact via LinkedIn.
1. New connections
(From target verticals)
1. Measure the number of new LinkedIn connections a rep gets over a period of time
Remember you can measure your
– 1st degree contact reach
– 2nd degree contact reach
– 3rd degree contact reach
This can give an indication
of the impact (or not) of a
rep’s social brand.
2. New Invitations Received(From target verticals)
3. Profile Views
… As in the number / percentage of views that a rep’s profile
gets .. Again from target verticals.
4. High & Wide
Measure the number of stakeholders a rep is connected with in a target company or existing client. It follows the more connections a rep has (Wide), and the more senior they are (High) - the more option they have to gather intelligence or get an introduction, etc.
• .
5. Reaction to Thought Leadership
Measure the number of
• Views
• Likes
• Endorsements
• Comments
• Invitations
• Direct engagements
6. Number of times a rep was
viewed via
LinkedIn search
This metric will let you know if SEO and rep’s chosen area of expertise are consistent with the search terms used by buyers from your target verticals.
7. Follow Through on your Call to Action
As in– do people register for tips and
resources on your website by following a hyperlink from a
LinkedIn profile page (assumes you have a call to action!)
8. Conversations taken offline
Measure the movement a rep’s Linked activity
has caused directly. Such as
• Direct telephone calls
• Appointments or meetings
9. Lead Time
• Consider measuring the time / speed taken to
turn a sales target into a new customer.
• This metric can also be broken down into
stages that mirror the milestones in your sales
process / pipeline.
• Compare Results Before and After Significant
LinkedIn Activity or Events: If you plan to
develop and execute a specific LinkedIn
campaign, be sure to take a snapshot of your
progress before and after your campaign so
you can report on its effectiveness.
10. New Sales
– that started from a new
connection or conversation on
• Interrogate all these indicators one at a time
• Then interrogate the indicators collectively
• Then adjust behaviours accordingly