What's inside
Six numbers, split three ways
Six metrics, each broken out by lead source, by rep and by product line, plus the weekly rhythm that catches a shift before it becomes a bad month.
- The six numbers to track: cost per lead, cost per booked appointment, close rate by rep, close rate by product line, average deal size by product line, and days from lead to signed contract.
- Each one broken out three ways, by lead source, by sales rep and by product line, since the same total reads differently depending on which way you split it.
- Product lines split out by name, impact windows and patio doors against standard vinyl, so one strong line doesn't cover for a weak one.
- A weekly structure: last week's numbers next to a rolling 4-week average, so three consecutive weeks moving the same direction gets caught instead of missed.
- Three reads for what a shift means: cost per lead and close rate dropping together, one rep's close rate sitting below the team, and deal size climbing while total closes don't.
Two pages of instructions for the sheet or CRM you already use, checked every week.