Here’s a Command of the Message® Benchmark Checklist that we created for sales leaders. These three easy metrics should give you a quick snapshot of your team’s progress in using Command of the Message® concepts to drive sales revenue.

1. 3 Simple Metrics
To Validate
Command Of The Message®
Results

2. Measuring success is a key component to any
sales transformation initiative.
Here’s an
EASY METRICS CHECKLIST
to help sales leaders gauge how
Command of the Message®
is driving success in their sales
organizations.

3. 3 Metrics
Worth Measuring
1. How Command of the Message®
is creating bottom-line impact for
your sales organization
2. How consistent use of the Value Framework is
transforming sellers into high-performers
3. How value-based sales conversations are feeding your
pipeline with high-quality prospects

4. BenchmarkMetric#1
SHORTER SALES CYCLES
What You
Should Measure:
Average Length of Sales Cycles Over Time
Why It Matters:
• Shorter sales cycles mean more closed deals, faster
• Reduced cycle time drives maximum revenue per seller
Easy Ways
to Benchmark:
• Choose five closed sales opportunities from each
month of the last quarter. Calculate the number of days
in the sales cycle (from the time the prospect entered
the pipeline to the actual close date.)
• Track average sales cycle time month-to-month and
quarter-to-quarter and look for decrease over time
How Sales
Managers Can Help:
• Coach sellers to drive value based sales conversations
• Support consistent use the Mantra in every sales
conversation
• Encourage use of discovery questions to create a sense
of customer urgency and prioritization

5. What You
Should Measure:
Increased Access to C-Suite Buyers
Why It Matters: • Indicates that sellers are getting in front of those who hold
the purse strings
• Bypasses gate keepers
• Avoids wasted time
Easy ways to Benchmark: • % of sellers who actually engage C-Level execs early in the
sales process
• % of sellers who require multiple meetings with
“gatekeepers” before getting in front of the C- Suite
• % of sales database prospects who are hold C-level titles
versus titles lower in the organization
How Sales Managers
Can Help:
• Coach sellers to integrate C-Level language into their sales
conversations
• Coach sellers to demonstrate how your product solves
C-Level problems
BenchmarkMetric#2
INCREASED ACCESS TO THE C-SUITE

6. What You
Should Measure
Effective Collection and Use of Proof Points
Why It Matters:
• Proof points from existing customers are powerful tools
available to your sales team
Easy Ways to
Benchmark:
• % of sales presentations where customer proof points are used
• Defined sales/marketing alignment process to collect and
publish customer proof points consistently
How Sales Managers
Can Help:
• Regularly map out where your most relevant proof points can be
used in the sales conversation
• Work with marketing to provide sellers with easy access to your
strongest tangible customer proof points
• Create a work plan to address gap areas where proof points may
be needed
BenchmarkMetric#3
CONSISTENT USE OF PROOF POINTS

7. We hope this easy metrics checklist will help you gauge how
Command of the Message® is driving success in your sales
organization.
Additional Sales Resources You May Find Helpful:
Our New eBook: 3 Simple Metrics to Validate Command of the Message® Success
Easy-To-Use Template: Proof Point White Space Template
Additional Sales Resources