If you’re running sales or ops and want clear answers about what your reps are actually doing—and what’s working—this is for you. You’re probably juggling spreadsheets, dashboards, and a thousand opinions about KPIs. Here’s how to cut through the noise and actually track and analyze your sales team’s performance metrics using Qobra. No hype, no fluff—just practical steps, honest pitfalls, and advice you can use right now.
Step 1: Decide What Metrics Actually Matter
Before you touch Qobra, get real about what you want to measure. Not every metric is worth your time.
Common sales performance metrics: - Closed deals — Obvious, but if you only track this, you’ll miss early warning signs. - Pipeline coverage — How much qualified pipeline do you really have? - Sales activities (calls, emails, demos) — Can be useful, but don’t get lost in vanity metrics. - Conversion rates — From lead to opportunity, and opportunity to closed. - Average deal size and sales cycle — Helps spot trends and bottlenecks. - Quota attainment — Who’s hitting it, who’s not, and why.
Honest take:
Don’t track what you won’t use. If you never talk about call volume in your sales meetings, skip it. Focus on a handful of metrics that drive real conversations and decisions.
Step 2: Set Up Your Metrics in Qobra
Alright, now for the hands-on part. Qobra is built to help you track commissions and performance, but it’s flexible enough to cover most sales metrics if you set it up right.
2.1. Connect Data Sources
- CRM integration: Connect your CRM (Salesforce, HubSpot, etc.) so Qobra pulls real data. Don’t skip this—manual entry is a pain and always goes stale.
- Spreadsheet upload: If your data lives in Excel or Google Sheets, you can upload it. It works, but you’ll have to keep it updated yourself.
Pro tip:
Automate whenever possible. Manual updates are a recipe for errors and bad data.
2.2. Define Your Metrics
- Use Qobra’s metric builder: Create custom metrics based on fields from your CRM. For example, “Deals closed this month,” or “New pipeline created.”
- Set up filters: Want to track only mid-market deals? Or a certain region? Use Qobra’s filters so your metrics aren’t muddied by irrelevant data.
What to skip:
Don’t get sucked into tracking everything Qobra lets you track. Start simple—add more only if you’re missing something in your reviews.
2.3. Assign Metrics to Teams or Individuals
- Map metrics to reps or groups: Make sure it’s clear which metrics apply to which people.
- Set targets: This is where you input quotas or goals. Don’t fudge these—be realistic, or you’ll get garbage-in, garbage-out results.
Step 3: Build Dashboards That Are Actually Useful
Dashboards are only as good as the questions they answer. If your team ignores them, it’s a sign they’re too complicated (or irrelevant).
3.1. Pick the Right Visuals
- Scorecards for quick glances at key metrics.
- Bar/line charts for trends over time (e.g., pipeline growth, deal velocity).
- Leaderboards for friendly competition—just don’t make it toxic.
- Funnel charts for conversion rates between stages.
Don’t:
Overload your dashboard with every widget available. Prioritize clarity over “wow” factor.
3.2. Share With The Right People
- Sales reps: Need to see their own numbers and how they stack up.
- Managers: Need the big picture—and to spot who needs help, not just who’s crushing it.
- Execs: Stick to high-level trends. They don’t care about call counts.
Pro tip:
Schedule regular dashboard reviews. If nobody looks at the dashboard, it’s not the dashboard’s fault—it means the metrics don’t drive action.
Step 4: Analyze and Act on the Data
Tracking is useless if you never do anything with the numbers.
4.1. Spot Trends and Outliers
- Who’s consistently ahead (or behind) quota?
- Are deals getting stuck at a certain stage?
- Is pipeline growing, shrinking, or just flat?
Look for patterns, not just one-off blips.
4.2. Have Real Conversations
Use the data as a starting point for 1:1s and team meetings. Don’t just wag your finger about missed quotas—dig into the “why.” Maybe a rep’s close rate is down because the lead quality tanked, not because they got lazy.
4.3. Adjust Tactics, Not Just Targets
- If your sales cycle is creeping up: Maybe the qualification process needs tightening.
- If activity is high but results are low: Time to look at how (not just how much) your reps are selling.
- If the same reps struggle month after month: Is it a skill gap, or are they getting the worst leads?
What to ignore:
Don’t chase every blip in the data. Trends matter more than any single week’s numbers.
Step 5: Avoid Common Pitfalls
Qobra makes tracking easier, but it can’t fix broken processes by itself.
Watch out for: - Garbage in, garbage out: If your CRM data is a mess, your metrics will be too. - Overcomplication: The more metrics you add, the harder it is to see what matters. - Analysis paralysis: Don’t let dashboards become an excuse for inaction. - Ignoring context: Numbers don’t tell the whole story—listen to your team.
Pro tip:
Ask your reps what data helps them most. If they say, “None of this makes sense,” believe them, and simplify.
Step 6: Iterate and Improve
No setup is perfect out of the gate. Review your metrics and dashboards every quarter (or even monthly at first).
- Drop metrics nobody uses.
- Add new ones if you spot a gap.
- Update targets as your business changes.
You want a system that grows with you—not something that calcifies after launch.
Keep It Simple, Review Often
Tracking and analyzing sales metrics in Qobra isn’t rocket science—but it does take discipline. Start with a handful of metrics that matter, automate your data as much as possible, and use dashboards to drive real conversations (not just show off pretty charts).
If something isn’t working, don’t be afraid to change it. The goal isn’t to have the fanciest setup—it’s to get clear answers that help your team sell better, quarter after quarter.