If you manage a sales team and you’re tired of guessing who needs help—and how to actually help them—this one’s for you. There’s a lot of noise around sales analytics, but the goal’s simple: find underperformers early, figure out why, and actually make a difference. Here’s how to cut through the fluff and use Ambition analytics to do just that.
Step 1: Get Your Data House in Order
You can’t fix what you can’t see. Before diving into dashboards, make sure your data is clean, consistent, and relevant.
What matters: - CRM Sync: Make sure your CRM (Salesforce, HubSpot, whatever) is connected. Garbage in, garbage out. - Set the right metrics: Calls made? Meetings booked? Deals closed? Pick metrics that actually map to your sales process—not just what looks good on a chart. - Check for gaps: Missing data, duplicate entries, or “phantom” activity (hello, auto-dialers) will throw off everything. Spend a little time here; it pays off.
What to ignore:
Don’t drown in vanity metrics (like email opens) or over-complicate things with every stat under the sun. Focus on what actually drives revenue.
Step 2: Identify Underperformers with Honest Benchmarks
Now that your numbers make sense, it’s time to spot who’s really lagging.
How to do it in Ambition:
- Use Scorecards: Ambition’s scorecards show rep activity against daily/weekly goals. Look for reps consistently below target—not just one slow week.
- Trends, not snapshots: Pull up progress over time. Is someone flatlining while others improve? That’s a red flag.
- Peer comparisons: Stack-rank reps, but be fair. A new hire shouldn’t be compared to a veteran. Group by role or tenure.
Pro tip:
Set up automated alerts for when someone falls below a certain threshold. Don’t wait for QBRs to intervene.
What works:
Scorecards and consistent, apples-to-apples comparisons.
What doesn’t:
Relying only on end-of-month numbers or public shaming. Nobody gets better because they’re at the bottom of a leaderboard.
Step 3: Dig Into the “Why” — Don’t Just Trust the Dashboard
Spotting a low performer is easy. Figuring out why is the hard part. Ambition gives you the data; your job is to connect the dots.
Use analytics to:
- Break down the funnel: Where is the rep dropping off? Are they making enough calls but not converting meetings?
- Check activity quality: High numbers don’t always mean high effort. Are calls actually completed? Are they meaningful?
- Context matters: Vacation, new territories, or bad lead lists can all tank numbers. Look for sudden changes or outliers.
Pro tip:
Combine Ambition’s data with call recordings, CRM notes, or even a quick Slack chat. Numbers rarely tell the full story.
What works:
Looking for patterns—like always booking meetings but never closing deals.
What doesn’t:
Assuming all low numbers are laziness, or that all high numbers mean everything’s fine.
Step 4: Have a Real Conversation (Not a Data Dump)
Don’t just throw numbers at your underperformers. Use the analytics to start a conversation, not end one.
Approach it like this:
- Lead with curiosity: “I noticed your meetings booked are down. Any idea what’s changed?”
- Share specifics: Show them the scorecard and trends, not just “you need to do better.”
- Listen first: Maybe there’s a personal issue, a bad lead batch, or a process snag. You won’t know unless you ask.
What works:
Treating the data as a starting point for coaching, not a verdict.
What doesn’t:
One-way lectures or “just work harder” pep talks.
Step 5: Build a Coaching Plan Tied to Metrics
Now it’s time to help your rep get back on track—with actual steps, not just “sell more.”
Use Ambition’s tools to:
- Set clear, achievable goals: “Book 10 meetings next week” is better than “improve your pipeline.”
- Track progress together: Use Ambition’s coaching check-ins and goal trackers so you both see the same numbers.
- Provide resources: Maybe it’s more training, shadowing a top rep, or better lead lists.
Pro tip:
Focus on one or two things at a time. Overloading someone with a laundry list rarely sticks.
What works:
Short-term, specific goals and regular feedback.
What doesn’t:
Generic improvement plans or endless “action items” nobody follows up on.
Step 6: Rinse, Repeat, and Adjust
Coaching isn’t a one-and-done deal. Keep checking the data, keep talking, and tweak the plan as needed.
In practice:
- Regular check-ins: Weekly is ideal. Use Ambition’s coaching module for structure, but don’t be afraid to just talk.
- Celebrate wins: Even small improvements deserve a shout-out.
- Spot new issues early: If the numbers dip again, jump in sooner—not later.
Pro tip:
After a few cycles, review what actually worked. Did the rep hit their goals? Did you see improvement in the right metrics?
What works:
Iterating and being flexible.
What doesn’t:
Setting and forgetting, or treating coaching like a punishment.
What to Watch Out For
- Data obsession: Don’t let analytics replace your own judgement. Numbers are a tool, not gospel.
- One-size-fits-all plans: Every rep’s different. What works for one may flop for another.
- Feature overload: Ambition has a lot of bells and whistles. Stick to what solves your problem—don’t get distracted by leaderboards or widgets if they aren’t moving the needle.
Wrap-Up: Keep It Simple, Stay Human
At its best, Ambition analytics helps you spot trouble early and coach reps to real improvement. But don’t overthink it. Get your data right, look for patterns, talk to your team, and keep your coaching practical. Iterate, adjust, and don’t let dashboards do all the talking. The best managers use analytics as a flashlight, not a hammer.