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      Sales Velocity Dashboard

      Learn how to use the Sales Velocity Dashboard to measure the impact of your ABM program on key sales metrics and your sales pipeline.

      Overview

      The Sales Velocity dashboard has been designed to give you a clear understanding of how ABM campaigns influence your core sales metrics. By aggregating and showing data across all ABM-influenced pipeline stages, this feature helps you measure and report on the impact of your ABM efforts. The Sales Velocity dashboard can help you:

      • Use one key metric (Sales Velocity) to measure ABM success
      • Win more ABM budget by demonstrating tangible ABM Impact to sales and leadership
      • See how ABM impacts key pipeline metrics like sales velocity, average deal size, win rate, and sales cycle duration across ABM-influenced segments.

      Getting Started

      The Sales Velocity Dashboard consolidates data from your CRM and N.Rich campaigns, categorizing sales opportunities into four segments:

      • Not Influenced: Deals not influenced by ABM campaigns.
      • ABM Pre-Influenced: Deals influenced by ABM before they were created.
      • ABM Post-Influenced: Deals influenced by ABM after they were created.
      • ABM Pre- and Post-Influenced: Deals impacted by ABM both before and after the deals were created.

      This segmentation enables you to pinpoint the exact stages where ABM efforts impact deals, showcasing improvements in deal size, win rates, and time to close. 

      Prerequisites:

      You must have a lite, growth or enterprise N.Rich license.


      Setup Instructions:

      To activate the Sales Velocity Dashboard, you must:

      1. Request feature activation through your Customer Success Manager
      2. Have an active HubSpot CRM integration (Salesforce CRM support coming soon)
      3. Enable the Pull opportunity and events data from HubSpot (In N.Rich CRM Settings)

      Definitions

      Sales Velocity
      Sales Velocity is a metric that measures the speed at which deals progress through a sales pipeline to generate revenue. It is calculated using four key factors: the number of opportunities, average deal value, win rate, and the length of the sales cycle. The formula for sales velocity is:

      Sales Velocity = (Number of Opportunities × Deal Value × Win Rate) ÷ Length of Sales Cycle)


      ABM-Influenced segments

      Opportunities and accounts are considered to be influenced if they have at least 1 ad engagement that happened before and/or after the opportunity is opened.


      Average Deal Size (in $): The average value of deals per category.

      Average Win Rate: The percentage of opportunities that converted into closed-won deals.

      Average Sales Cycle (in days): The average duration it takes to close deals.

      Understanding Dashboard Metrics

      Once you have the Sales Velocity dashboard enabled in your N.Rich platform,  you will  be able to:

      • See sales velocity metric across ABM-influenced stages
        In the Sales Velocity overview, you will be able to see your Sales Velocity Metric for four segments to help you understand which segment is helping your business drive revenue fastest. For mature and successful ABM programs, ABM-influenced segments should have considerably higher Sales Velocity, demonstrating ABM impact and making the case for always-on ABM advertising.
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      • See Sales Velocity breakdown for key sales metrics and ABM-influenced stages
        In the Sales velocity breakdown, you will be able to see your core sales metrics (average deal size, average win rate and average sales cycle) and how they differ across ABM-Influenced segments. This will help you understand the impact that marketing touchpoints have based on when they happened in the buyer journey and how they improve individual core sales metrics.
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      • See how many of your pipeline opportunities are being influenced by ABM and when
        The not-influenced and ABM-influenced segments are made up of a number of opportunities in different stages. This table helps you understand how many of your opportunities have been influenced (and when) and how many are not so that you can assess your opportunity pipeline coverage with ABM ads and optimize both campaign performance and sales processes.
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      • Use the date filter to narrow down the time frame you want to look at. When used, the date filter will filter the data based on:
        • Opportunities that were closed during the selected time frame (for won and lost opportunities) and 
        • Opportunities that are or were still open during the selected time frame and by the end of it.

      Best Practices

      • Using Sales Velocity Dashboard - by seeing the number of open opportunities not influenced, users can identify where ABM efforts are most effective and areas needing improvement. This segmentation allows for the optimization of both campaigns and sales processes.

      FAQs

      Where can I see more information about which individual opportunities have been influenced and by which campaign?
      You can switch to the Opportunity Analytics Dashboard for a detailed drill down into the opportunities that have been ABM-influenced.