Call volume is the most tracked and most misleading metric. It increases effortlessly by hanging up faster. Here is a set of metrics resistant to manipulation.
Daily
- Conversations over two minutes: the only honest measure of work performed.
- Cumulative talk time per sales rep.
- Meetings booked and meetings confirmed.
Weekly
- Pick-up rate by list and time slot.
- Average number of attempts before a conversation.
- Conversation-to-meeting conversion rate.
- Meetings held vs meetings booked.
Monthly
- Cost per meeting obtained, including licenses and data files.
- Contribution of the phone channel to closed revenue.
- Average lifespan of an outgoing number before being flagged.
Metrics to avoid
| Metric | Perverse effect |
|---|---|
| Call volume alone | Encourages hanging up quickly |
| Average call duration | Encourages stretching out dead conversations |
| All-channel response rate | Hides discrepancies between lists |
The ritual that works
Fifteen minutes every morning: yesterday's dashboard, two call snippets reviewed together, one adjustment decided for the day. Monthly reviews never change behavior.
