If you run a sales team, you already know that tracking performance isn’t optional—it’s the only way to spot problems early, reward what works, and keep the team focused. But there’s a big difference between measuring what matters and just staring at dashboards. This guide is for sales managers and ops folks who want to actually use their data, not just collect it.
We’ll walk through how to track and analyze the right sales metrics in Fiber, a CRM that promises to make this easier. I’ll show you what to focus on, what to skip, and how to stop wasting time on “insights” that don’t matter.
Why Most Sales Metrics Aren’t Useful
Let’s be honest: most dashboards are full of numbers nobody uses. Tracking everything is a great way to lose track of what’s actually important. You don’t need 30 metrics—you need a small handful that clearly show you:
- Are we hitting our targets?
- Where are deals getting stuck?
- Who needs coaching, and who deserves a high five?
Before you dig into Fiber, figure out what matters for your team. Focus on metrics that drive action, not just “look interesting.”
Step 1: Pick the Right Sales Metrics (and Ignore the Rest)
Fiber can track just about anything, but that doesn’t mean you should. Here are the metrics worth your time:
1. Pipeline Metrics
- Number of new deals created: Shows if your team is generating enough opportunities.
- Deal stage conversion rates: Where do deals drop off? If 70% die at “proposal sent,” something’s off.
- Average deal size: Are reps chasing tiny deals or whales?
- Sales cycle length: How long from first contact to close? Longer cycles = slower cash.
2. Activity Metrics
- Calls, emails, meetings booked: But don’t obsess—quantity isn’t quality. Look for outliers or big swings.
- Follow-up rate: Are reps actually following up, or dropping leads after one call?
3. Output Metrics
- Closed-won deals: The obvious one. But look at win rate, not just total deals.
- Quota attainment: Who’s hitting their number, and who’s consistently behind?
Pro tip:
Ignore “vanity metrics” like total emails sent, unless you can tie them to outcomes. No one gets paid for sending 500 emails that go nowhere.
Step 2: Set Up Your Metrics in Fiber
Once you’ve decided what to track, get Fiber set up so you’re not just collecting data—you’re actually seeing it in a way that’s useful.
A. Customize Your Pipeline Stages
- Edit Fiber’s default stages to match your real-life sales process. Don’t use generic stages like “Negotiation” if your team doesn’t actually negotiate.
- Make stages clear and mutually exclusive. If reps are confused about what stage a deal’s in, your data’s garbage.
B. Set Up Custom Fields
- Add fields for things you care about: deal size, lead source, industry, or whatever matters for your business.
- Make sure reps actually fill these in. Garbage in, garbage out.
C. Automate Activity Tracking
- Connect your email and calendar to Fiber so calls, emails, and meetings log automatically.
- Set up reminders for follow-ups so nothing falls through the cracks.
- Don’t over-automate—if the process gets in the way of selling, reps will find workarounds.
Step 3: Build (and Actually Use) Dashboards
Now that you’ve got good data coming in, set up dashboards that people will actually look at—and act on.
A. Keep Dashboards Simple
- One dashboard for team performance (pipeline, win rates, cycle length).
- One for individual rep performance (activity, quota, conversion rates).
- Skip the “cool” charts that don’t help you make decisions.
B. Use Filters and Segments
- Break down metrics by product, territory, or lead source to spot patterns.
- Compare new reps to veterans—where do new folks get stuck?
- Look at trends over time, not just snapshots. A bad week isn’t a crisis, but a bad quarter probably is.
Pro tip:
If you have to explain a chart twice, it’s too complicated. Stick to visuals that make the story obvious.
Step 4: Analyze, Don’t Just Observe
Here’s where most teams get stuck—they collect data, look at it, and then… nothing changes.
A. Look for Bottlenecks
- Are deals piling up at a certain stage? Dig in. Maybe your proposal template stinks, or pricing isn’t clear.
- Is one rep’s win rate way above or below the rest? Find out why.
B. Use Metrics for Coaching
- Don’t just tell reps to “do more.” Use Fiber’s reports to see where they’re stuck.
- For example: If someone’s making lots of calls but closing little, maybe their pitch needs work.
C. Tie Metrics to Actions
- Pick one thing to improve each month. Maybe you want to shorten the sales cycle—focus on speeding up follow-ups, not on sending more emails.
- Celebrate wins that matter (like higher win rates), not just activity for activity’s sake.
What to skip:
- Weekly “data reviews” that don’t lead to real changes.
- Publicly shaming reps with bad numbers. Use data to coach, not to embarrass.
Step 5: Iterate and Avoid Data Overload
No system is perfect on day one. The best teams tweak their metrics and dashboards as they go.
A. Regularly Review Your Metrics
- Once a quarter, ask: Are these numbers still helping us? Drop anything that’s just noise.
- If reps keep ignoring a metric, maybe it’s not useful. Or maybe it’s too much work to track—automate it or cut it.
B. Don’t Chase Every Trend
- Resist the urge to add every new “AI-powered insight” or metric Fiber offers. Stick to what drives results.
- If a feature saves you time or helps close deals, great. If it just looks fancy, skip it.
Common Pitfalls (And How to Avoid Them)
1. Tracking too much:
If your dashboard takes 30 minutes to explain, you’re tracking too much. Pare it down until anyone on your team can understand it in 5 minutes.
2. Not trusting your data:
If reps fudge fields or skip steps, your numbers are worthless. Make it as easy as possible to log real activity, and explain why it matters.
3. Mistaking activity for results:
Logging lots of calls looks good, but if deals aren’t closing, it’s a red flag. Measure what leads to sales, not just busyness.
4. Ignoring context:
A single bad month doesn’t mean someone’s failing. Look at trends, not just snapshots.
Wrapping Up: Keep It Simple, Stay Honest
Sales metrics are only useful if they help you take action. Fiber can make tracking easier, but it’s still up to you to pick the right numbers, look for patterns, and actually do something with what you find.
Start simple. Focus on a handful of metrics that clearly show how the team is doing. Don’t drown in data or chase every shiny new feature. Review your metrics now and then, and don’t be afraid to cut what’s not working.
You’ll get more out of Fiber—and your team—if you keep things straightforward and iterate as you go. That’s how real improvement happens.