Calls are important but not the only thing to focus on

Are calls the most important metric in your sales organization?

I can't pay vendors with calls.
I can't pay employees with calls.
I've never reported calls to a board.
I've never seen a valuation based on calls.
I've never given someone a promotion for calls.

Do calls matter?

Of course.

You have to make calls to make sales

But it's only one of many leading indicators of production.

Send me all your people crushing sales goals but missing their call minimums...

And I'll send you all the people crushing call goals but missing their production minimums...

We'll see where the cards land.

Measure calls.

But don't lose sight of what really matters.