What is X-Ray?
How confident are you that adhering to 'Industry sales metric benchmarks' is best for your sales team and not hurting your team's performance? What about which Reps you should focus your coaching efforts on, and what precisely should they be coached on?
This is where X-Ray comes in!
X-Ray helps sales leaders use their sales data to identify correlations between sales metrics and outcomes and optimize their team's target sales metrics based on metric values proven to drive sales. It also helps highlight the key differences between top and bottom performers, making it easy to identify who to coach and what to coach them on.
The enablement of Enhanced Analytics is necessary for the functionality of X-Ray Reports.
How to use X-Ray
The 'User Name' and 'Team Name' filters on the top of the page limit the users displayed within the reports..
The 'Start Date' and 'End Date' filters (which default to showing the past 30 days) limit the period in which leaderboard data is generated so that the only data displayed is specific to sales conversations held when a deal was won within the defined period.
The 'Opportunity Type' filter limits the data displayed based on specific opportunity types rather than all opportunities.
Tracked Sales Outcomes
Two primary Sales Outcomes are tracked within each leaderboard, 'Won Revenue' and 'Opportunities Won.'
Won Revenue is pulled from the 'Opportunity Amount' field within the Salesforce standard Opportunity object for Closed Won opportunities where the user/reps name is listed as the Opportunity owner. By default, each report sorts by this value
Opportunities Won is based on the number of unique Closed Won opportunities within the Salesforce standard Opportunity object where the user/reps name is listed as the Opportunity owner.
The Three Types of X-Ray Reports
There are three different X-Ray Reports, all with different metrics compared against the Won Revenue and Opportunities Won sales outcomes.
The top leaderboard titled 'Activity Ranking From Salesforce Opportunities' displays metrics related to sales activities and actions, such as the number of inbound and outbound calls, Video meetings, accounts touched, and SMS activity. This is particularly useful in identifying which sales activities reps should prioritize their time on.
The middle leaderboard titled 'Coaching Ranking Sort From Salesforce Opportunities' displays metrics related to coaching activities, such as the number of their calls that were annotated, calls they listened to, and calls of theirs that were listened to. This is useful in determining which reps are getting coached and identifying the impact of coaching.
The bottom leaderboard titled 'Etiquette Ranking From Salesforce Opportunities' displays conversation etiquette metrics in relation to the sales outcomes, such as Talk Rate, Talk Ratio, Vocabulary diversity, Active listening, and interruption rate. This is very helpful in identifying Rep behaviors that influence sales outcomes and optimizing your sales metric benchmarks based on actual success instead of generic industry standard metrics.
Reading X-Ray Reports and Looking for Patterns
The color gradient is related to the values within each individual metric column, in which darker colors are assigned to the higher values, and lighter colors are assigned to the lowest values. E.g., The highest values within the “won revenue” column will be in a darker blue, lower values will show in lighter shades of blue, and the lowest values in white.
- Don't only look for clusters of darker-colored cells; keep an eye out for clusters of lighter-colored cells, as they provide insights into metrics in which lower values are better than higher values.
- Remember that correlation doesn't always translate into causality! Sometimes patterns emerge by chance. Make sure you use your best judgment and adjust X-Ray report date ranges to see if patterns hold over larger/shorter and different timeframes. Example 2 below has an example of this.
Examples of X-Ray Metric Patterns
In Example 1, we see an excerpt from the 'Etiquette Ranking From Salesforce Opportunities' leaderboard sorted by the Opportunities Won Column.
These results show that Reps with the highest number of opportunities won, in general:
- Had a smaller vocabulary (smaller number of unique words per minute)
- Had a slower talk rate
- Talked more (had a higher talk ratio)
- Had longer monologues (longer talk streaks)
- Interrupted more
- Had a higher % of active listening
In Example 2, we see an excerpt from the 'Activity Ranking From Salesforce Opportunities' leaderboard sorted by the Won Revenue Column.
These results show that Reps with the highest amount of Won Revenue, in general:
- Talked on the phone less overall, with fewer phone calls over 2 minutes.
- Had more video meetings, spent more time on video calls
- Did not make as many outbound calls
An example of potential correlation without causality is highlighted in yellow, which could suggest that Reps that receive more SMS messages do not perform as well as Reps that receive fewer SMS messages. This is where additional research may be needed to understand what is happening, as one could argue that the more SMS messages a Rep receive, the more distracted they become. So asking Reps about how they handle incoming SMS messages here could be very insightful as to what is happening. The problem may not be the number of inbound SMS received but rather their process when they receive inbound SMS messages.
Metric Columns Definitions
Activity rankings metrics:
calls over two minutes: calls that have a duration greater than 2 minutes (120 seconds)
inbound calls: total number of inbound calls
outbound calls: total number of outbound calls
minutes on phone: total number of minutes an agent spent on audio calls (phone)
video meetings: total number of video calls (zoom)
minutes on video: total number of minutes an agent spent on video calls (phone)
sms received: total number of SMS received
sms sent: total number of SMS sent
daily accounts touched: average number of accounts touched (either through meetings, calls, SMS, or email)
daily contact touched: average number of contacts touched (either through meetings, calls, SMS, or email)
flagged calls: total number of calls that are flagged
annotations given: total number of annotations given by an rep
annotation received: total number of annotations received by an rep
calls reviewed by other: total number of times a supervisor or peer listened to an rep’s call in real-time
calls reviewed: total number of times a rep listened to another rep’s call in real-time
moments notifications: total number of moments™ alerts triggered by a rep
minutes busy: total number of minutes a rep has a status of “Busy”
minutes available: total number of minutes a rep has a status of “Available”
Vocabulary: the average number of unique words used per minute
Starting sentiment: average starting sentiment (scale from -1 to 1, where -1 is very negative, 0 is neutral, and 1 is very positive)
Ending sentiment: average ending sentiment (scale from -1 to 1, where -1 is very negative, 0 is neutral, and 1 is very positive)
Average sentiment: average overall sentiment (scale from -1 to 1, where -1 is very negative, 0 is neutral, and 1 is very positive)
Talk rate: average talk speed
Talk ratio: average time an agent spent talking in a call (e.g., a 0.52 talk ratio means that in a call, an agent spends 52% talking)
Longest streak (a.k.a. monologue): average time a rep spent talking without a 2 seconds pause
Interruption ratio: average time a rep interrupts in a call (e.g., a 0.013 interruption rate means that in a call, an agent spends 1.3% interrupting)
Percentage of listening active: average percentage a rep spent actively listening or engaging in the speaker’s dialogue in a call