Outbound Metrics*

The adage, if you can’t measure it, you can’t manage it is mercilessly true in call centers. The following are key metrics typically used for outbound telemarketing. These include metrics for productivity, list effectiveness and special measures for sales lead programs. Obtain this information regularly and then thoughtfully use it each day, week and month to keep your operation running at a high level of performance.

Primary Productivity Indicators
These metrics should be constantly monitored to assess performance. It is not uncommon to check these hourly and daily.

• Dials / Hour
• Leads or Sales / Hour (- bad sales)
• $$ / Sale (- bad sales)
• $$ in Sales/Hour
• Conversion Ratio (- bad sales)
• % Good (vs. Bad) Leads or Sales

Secondary Productivity Indicators
These metrics should be compiled constantly and monitored periodically (less often than primary indicators - perhaps daily and/or weekly). They many shed light on major variations in primary indicators, so they should also be reviewed whenever there is a concern with the primaries. For this reason, they are usually supplied along with primary indicators.

• Not Interesteds / Hour
• Pending / Hour
• Bad Numbers / Hour

List Effectiveness Indicators
The most important component of any outbound telephone sales or lead campaign is the list or database. These indicators are typically tracked for each distinct list or list segment.

• Close Ratio - Sales/Contacts
   or Sales/Leads (not available until later) for lead programs
• Lead Ratio - Leads/Contacts for lead programs
• Revenue ($$)/Sale
• $$ in Sales/Hour
• Contactibility - Contacts/Dials
• % Unreachable
• % Bad Numbers

Lead Quality Indicators
For lead generation or qualification programs, one cannot track actual sales until weeks or months later. However a manager can monitor lead quality/potential each day by tracking lead qualification criteria including:

• Purchase Quantity
• Purchase Timeframe
• Role in Decision Making
• Budgeted Project (business-to-business programs only)

Most companies classify leads, based on the level it achieves within each of the criteria above. Some classify each lead as hot, warm or cold. Others score leads numerically. For more details, see the knowledge base article, Sales Lead Management.

Close the Loop on Lead Programs
Remember to close the loop on telephone lead programs. Give each lead that is generated or qualified a unique identifier number. Then make sure that the sales force reports back on whether leads purchase or not and the value of the purchase. Go back and track sales/leads by telephone sales rep, list and sales rep. You may gain a lot of useful information.

*These are general recommendations. Specific strategies and tactics should be based on a review of your needs, market and operation. For outside support, contact Lieber & Associates.