If you run or coach a B2B go-to-market (GTM) team, you know the drill: quotas, dashboards, and a parade of sales tools that promise the moon. Most of them don’t make a dent in actual rep performance. If you’re tired of sifting through “insights” that never turn into better results, this guide’s for you.
We're going to break down how to use Hellorobin—a tool that claims to measure and improve rep performance—without getting lost in the weeds. You'll learn what works, what doesn’t, and what’s just noise.
Why Most Rep Performance Tracking Misses the Mark
Before diving into another platform, let’s be honest about what usually goes wrong:
- Too much data, not enough action: Endless activity metrics that don’t tie to outcomes.
- Rep “scorecards” nobody trusts: Reps game the numbers, managers don’t believe them.
- More admin, less selling: Tools that create busywork instead of surfacing real coaching moments.
The point isn’t to track everything—it’s to find the handful of things that, if improved, actually move the needle.
Step 1: Get Clear on What You Want to Measure (And Why)
Don’t let any software tell you what matters. Start with your own sales process. Ask:
- What are the real leading indicators of deals moving forward? (Not just calls made, but meaningful conversations, follow-ups, next steps set.)
- Where do reps get stuck most often? (Is it qualifying? Closing? Going dark after demos?)
- What’s the one behavior, if improved, that would have the biggest impact for most reps?
Pro tip: If you can’t explain to a new rep why you’re tracking a metric, you probably don’t need it.
Step 2: Set Up Hellorobin the Right Way
Hellorobin’s big pitch is that it helps you measure rep performance and coach better. But it’s only as useful as your setup.
The Basics
- Integrate your CRM (Salesforce, HubSpot, etc.). If this step is a pain, don’t push through—double-check that you have the right permissions. No clean CRM data? Fix that first.
- Sync your sales calendars and email. This lets Hellorobin pull actual rep activity—meetings, follow-ups, responses—instead of just what reps log manually.
Customize What You Track
Don’t just accept the default “activity” metrics. In Hellorobin, set up custom fields or tags for the activities that actually matter in your process. Examples:
- Discovery calls held (not just scheduled)
- Demos where next steps were set
- Proposals sent and responded to
What to ignore: Vanity metrics like “emails sent” or “calls dialed” unless you’re running an SDR sweatshop. Focus on what leads to real conversations and pipeline movement.
Step 3: Use the Data to Spot Real Bottlenecks
Once Hellorobin is synced and tracking the right things, don’t get lost in the dashboard. Look for:
- Drop-offs: Where are reps consistently losing prospects? (e.g., lots of first meetings, few proposals)
- Consistency: Who’s doing the right activities every week, not just at end-of-month?
- Outlier performance: Is there a rep crushing one stage? Dig into how—then document and share.
A word of caution: Correlation isn’t causation. Just because your top rep sends more follow-ups doesn’t mean that’s why they win. Always sanity-check your findings.
Step 4: Coach, Don’t Just Report
Here’s where most teams blow it—they use Hellorobin (or any tool) as a surveillance camera, not a coaching lever.
- Use 1:1s to review specific behaviors, not just scoreboard numbers. (“Let’s look at how you run discovery—what’s working, what’s not?”)
- Set micro-goals: Instead of “make more calls,” try “book 2 more second meetings this week.”
- Share real examples: Find calls, emails, or techniques from high performers and make them part of onboarding.
What to ignore: Endless “pipeline reviews” that just repeat what’s in the CRM. Use your time together to practice, troubleshoot, and role-play.
Step 5: Iterate—Don’t Overcomplicate
No tool will ever perfectly measure everything. And your process will change as your team grows or your market shifts.
- Review your metrics every quarter. Are they still driving the right behaviors? Anything stale or being gamed?
- Listen to rep feedback. If everyone’s complaining about a tracked metric, you might be overfitting the tool to your process, not the other way around.
- Kill metrics that don’t matter. Don’t be precious. If it’s not useful, drop it.
Pro tip: The simpler your dashboard, the more likely your team is to actually use it.
What Hellorobin Does Well (and Where It Falls Short)
What works:
- Integrates easily with popular CRMs and email/calendar systems.
- Decent at surfacing rep-level and team-level trends—if you set it up thoughtfully.
- Makes it easier to spot consistency gaps and coaching opportunities.
What doesn’t:
- “AI insights” are only as good as your data quality. Garbage in, garbage out.
- Default metrics are generic. You have to customize for your sales motion.
- Over-reliance can turn managers into spreadsheet jockeys. Don’t forget to actually listen to calls and talk to customers.
Ignore the hype: Hellorobin won’t magically create high performers. At its best, it makes it a bit easier to see what’s working—and what’s not—so you can have better coaching conversations.
Keep It Simple, Keep Improving
Measuring and improving rep performance isn’t about tracking everything or buying the latest software. It’s about getting clear on what matters, using tools like Hellorobin to surface actionable insights, and treating everything else as noise. Start simple, listen to your team, and tweak as you go. That’s how you actually move the needle—and keep your sanity.