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:

• No Influence: Deals not influenced by ABM campaigns.
• Only ABM Pre-Influenced: Deals influenced by ABM before they were created.
• Only ABM Post-Influenced: Deals influenced by ABM after they were created.
• Full-Cycle ABM Influence: 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 subscription license.

Setup Instructions:

To use the Sales Velocity Dashboard, you must:

1. Have an active HubSpot CRM integration (Salesforce CRM support coming soon)
2. Enable the Pull opportunity and events data from HubSpot (In N.Rich CRM Settings)

Definitions

Realized Sales Velocity

Sales Velocity is a key metric in B2B that quantifies how quickly revenue is generated from sales opportunities. The traditional Sales Velocity formula combines four inputs – number of opportunities, average deal size, win rate, and sales cycle length – to yield a rate of revenue per time period, essentially telling you how fast a particular segment can generate revenue for your business.

N.Rich uses Realized Monthly Sales Velocity in its Sales Velocity Dashboard. While traditional sales velocity is often used for sales forecasting and pipeline health, our approach captures the real impact marketing had on actual bookings. This approach aligns with how revenue teams evaluate past performance, particularly for retrospective reporting and segment comparisons. What’s distinctive in your use case is applying it from a marketing lens, not sales: using the metric to assess how different ABM campaigns or segmentation strategies influenced revenue efficiency.

The formula used to calculate realized monthly sales velocity is:

Definitions

1. ABM-Influenced segments

Opportunities and accounts are considered to be influenced if they have at least 1 ad engagement (across Article Ads, Video Ads, Image Ads and Cross Channel Ads) that happened before and/or after the opportunity is opened.

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

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

4. 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.

When I am selecting particular time frame to see analytics, which opportunities am I looking at?

The dashboard uses the time range selection to narrow down opportunities with close dates that fall within the time range selected. This would include opportunities that were close won and closed lost during the time range selected. This would also include opportunities that were still open during the time range selected.

My Sales Velocity Metrics look off; what gives?

Based on how you are using your CRM and opportunity records, the dashboard metrics may vary. If you are using your CRM in a way that is custom to your business processes, reach out to your customer success manager. Metrics may be off due to various reasons. Examples are:

• Missing opportunity data and- Non-standard use of opportunity data fields  - As custom fields used for key parameters like amount and date.

• Artificial or Inflated Opportunities – Sales teams create fake or exaggerated opportunities to meet quotas, it can distort sales cycle times and pipeline velocity.

• Mixed Deal Types - Mini-transactions coupled with normal transactions may pollute the data, leading to inflated win rates and lower ACVs.

• Stalled or Forgotten Deals – Opportunities that remain open indefinitely without updates can make average sales cycle lengths appear longer than they actually are.

• Backdated or Incorrect Close Dates – Manipulating close dates to fit reporting periods can create misleading sales velocity metrics.

• Duplicate or Overlapping Opportunities – Multiple entries for the same deal can inflate pipeline size and distort conversion rates.

• Misclassified Opportunities – If opportunities are marked as "won" too early or without real purchase intent, it can artificially improve velocity metrics.

• CRM Data Hygiene Issues – Inconsistent or incomplete data entry, missing timestamps, or incorrect opportunity values can lead to miscalculations.

• Changes in Sales Process – If the sales team shifts its qualification criteria or methodology, historical sales velocity comparisons may become unreliable.