Most sales teams say they’re “data-driven,” but let’s be honest—most dashboards end up as screensavers. Tracking team performance metrics in B2B sales isn’t about collecting every number; it’s about knowing which ones actually matter and making them easy to act on. If you’re a sales manager or ops lead trying to get more out of your team—and out of your tools—this guide is for you.
We’ll dig into practical ways to use Withlantern to track what matters for B2B sales success. No fluff, no endless reports—just what you need to actually move the needle.
Why Track Team Performance Metrics? (And Why Most People Get It Wrong)
Before you dive into any platform, get clear on why you’re tracking metrics in the first place. Here’s what works:
- Spotting problems early: Are deals stalling? Is someone struggling with their pipeline? Metrics can show you before it’s a fire.
- Coaching with facts, not vibes: You get actual data to back up feedback—not just “I have a feeling you’re behind.”
- Making better bets: Double down on what’s working and cut what isn’t.
What doesn’t work? Chasing vanity metrics. If your dashboard is full of numbers but you can’t answer, “So what should we do next?”, you’re wasting everyone’s time.
Step 1: Pick the Right Metrics (Don’t Track Everything)
Withlantern lets you track almost anything, but that doesn’t mean you should. Focus on metrics that actually tie to sales outcomes. Here are the ones worth your time for B2B teams:
Pipeline Metrics - New opportunities created: Are reps filling the top of the funnel? - Pipeline value: What’s the dollar amount of all current opportunities? - Deal stage velocity: How quickly do deals move from one stage to the next?
Activity Metrics - Meetings booked: Is your team getting on calls with the right people? - Emails/Calls sent: Activity is useful, but don’t get too obsessed. Quality > quantity.
Conversion Metrics - Opportunity-to-close rate: What percent of deals actually win? - Stage-to-stage conversion: Where do deals drop off?
Forecasting Metrics - Forecast accuracy: Are your team’s predictions anywhere close to reality? - Slipped deals: How often do deals get pushed out month after month?
Pro tip: Ignore “dials made” or “emails sent” unless you see a direct link to results. Busywork looks good on a chart, but it won’t pay the bills.
Step 2: Set Up Your Metrics in Withlantern
Withlantern is built for B2B sales teams, so it’s pretty straightforward to get your core metrics in place. Here’s how to avoid the usual setup headaches:
1. Connect Your Data Sources
- CRM integration: Start by syncing Withlantern with your CRM (Salesforce, HubSpot, etc.). Don’t upload spreadsheets manually unless you love pain.
- Calendar/Email: For activity tracking, hook up your team’s calendars and email. Withlantern pulls in meetings and comms automatically.
Heads up: Check that data is actually flowing. Garbage in, garbage out.
2. Create Dashboards That Make Sense
- Team dashboards: Set up a high-level dashboard for team performance. Stick to 5-7 metrics max—any more and people stop paying attention.
- Individual dashboards: Give each rep a view of their own numbers, compared to targets and the team average.
Don’t: Build a dashboard you never look at. Make it the homepage when your team logs in.
3. Set Targets (But Make Them Realistic)
- Benchmarks: Use your own historical data, not wishful thinking. If you’ve never closed more than 20% of opps, don’t set 50% as the new goal.
- Automatic alerts: Withlantern can flag when someone’s falling behind or a deal’s going stale—use this, but don’t let it become noise.
Step 3: Actually Use the Data (Not Just Admire It)
It’s easy to set up dashboards. The hard part? Making metrics a habit, not a quarterly check-in. Here’s what works:
1. Weekly Team Reviews
- Make a habit of reviewing the team dashboard together.
- Focus on trends, not just numbers. “We booked 20% fewer meetings this week—why?”
- Highlight wins, but also dig into where deals are getting stuck.
2. One-on-Ones
- Use individual dashboards to guide coaching. Don’t just ask reps how they “feel” about their pipeline—show them.
- Look for patterns: Is someone consistently losing at the same stage? Are they crushing activity but not closing deals?
3. Course-Correct—Quickly
- When you spot a problem (e.g., pipeline’s drying up), don’t wait until the end of the quarter. Withlantern’s real-time alerts mean you can adjust targets, shift resources, or change tactics fast.
Pro tip: If your team tunes out during metric reviews, you’re probably tracking too much or the wrong stuff.
Step 4: Avoid Common Pitfalls
Let’s be blunt—most teams mess this up. Here’s what not to do:
Don’t Track Metrics You Won’t Use
If nobody changes their behavior based on a metric, drop it. The goal is action, not pretty charts.
Don’t Weaponize Metrics
Metrics should help, not punish. If reps feel like you’re just looking for reasons to ding them, they’ll game the numbers or hide problems.
Don’t Ignore Context
Numbers don’t tell the whole story. Sometimes a market shift or a product issue tanks the pipeline. Use judgment, not just dashboards.
Don’t Forget the Customer
It’s easy to get obsessed with internal numbers. If your team is hitting their “calls made” target but annoying prospects, you’re losing in the long run.
Step 5: Iterate and Improve (Keep It Simple)
Your first setup in Withlantern won’t be perfect. That’s fine. The teams that get the most out of performance metrics are the ones who:
- Review and prune their dashboards every quarter.
- Drop metrics that don’t lead to action.
- Adjust targets based on real-world results, not annual “stretch goals.”
Pro tip: If you can’t explain a metric’s value in one sentence, you probably don’t need it.
Wrapping Up: Keep Metrics Useful, Not Overwhelming
Tracking team performance metrics in B2B sales isn’t about building the world’s fanciest dashboard. It’s about giving your team just enough visibility to spot problems, make better decisions, and win more deals.
Withlantern gives you plenty of tools—just remember to keep things focused. Start simple, review often, and don’t be afraid to cut what doesn’t help. The real magic isn’t in the metrics themselves; it’s in what your team does with them.
Now, go clean up your dashboards—and watch your sales process get a lot less chaotic.