Presales KPIs & Metrics
Presales KPIs & Metrics
"Apa yang tidak diukur, tidak bisa diperbaiki. Tapi ukur yang benar — bukan sekadar yang mudah dihitung."
Kapan & Untuk Siapa
| Keterangan | |
|---|---|
| Kapan digunakan | Ongoing — untuk tracking performance presales secara berkala (weekly, monthly, quarterly) |
| Siapa yang pakai | Presales Lead (tracking & reporting), Sales Director (review), Individual Presales Consultant (self-assessment) |
| Prasyarat | BizOps CRM digunakan secara konsisten, data Opportunity terisi dengan benar |
Tujuan & Outcome
| Tujuan | Outcome |
|---|---|
| Mengukur efektivitas tim presales secara data-driven | Dashboard metrics yang actionable |
| Mengidentifikasi area improvement | Focused improvement actions |
| Memberikan visibility ke leadership tentang presales performance | Regular reporting yang informative |
| Menjadi basis untuk resource planning dan target setting | Data-informed decision making |
Definisi Istilah
| Istilah | Definisi |
|---|---|
| Technical Win Rate | Persentase deal dimana presales berhasil memenangkan technical evaluation (terlepas dari final outcome) |
| Win Rate | Persentase deal yang dimenangkan dari total deal yang di-pursue |
| Deal Cycle | Waktu dari pertama kali opportunity masuk sampai closed (won atau lost) |
| Pipeline Coverage | Rasio antara total pipeline value dan target revenue |
| No-Decision Rate | Persentase deal yang tidak menghasilkan keputusan (klien tidak jadi buy dari siapapun) |
| Activity Metrics | Metrik yang mengukur volume aktivitas (berapa demo, proposal, dsb) |
| Outcome Metrics | Metrik yang mengukur hasil dari aktivitas tersebut |
| Efficiency Metrics | Metrik yang mengukur rasio input vs output |
Konten Utama
1. Presales Metrics Framework
Metrik presales dibagi dalam 3 kategori:
Prinsip: Activity metrics adalah leading indicators (prediksi masa depan), sedangkan outcome metrics adalah lagging indicators (hasil masa lalu). Keduanya penting.
2. Core KPIs
Tier 1: Primary KPIs (Wajib Track)
| KPI | Formula | Target | Frekuensi Review |
|---|---|---|---|
| Win Rate | Deals Won / Total Deals Pursued × 100% | ≥ 35% | Monthly |
| Technical Win Rate | Deals Technical Won / Deals with Technical Evaluation × 100% | ≥ 50% | Monthly |
| Proposal-to-Win Rate | Deals Won / Proposals Submitted × 100% | ≥ 40% | Monthly |
| Average Deal Cycle | Sum of all deal cycles / Number of deals | ≤ 60 hari | Monthly |
| Pipeline Value | Sum of all active opportunity values | ≥ 3× quarterly target | Weekly |
| Revenue Contribution | Total value of deals won (presales-supported) | Sesuai target | Monthly |
Tier 2: Efficiency KPIs
| KPI | Formula | Target | Frekuensi Review |
|---|---|---|---|
| Cost per Win | Total presales cost / Number of deals won | Tren menurun | Quarterly |
| Demo-to-Proposal Rate | Proposals sent / Demos conducted × 100% | ≥ 60% | Monthly |
| PoC Success Rate | PoCs with positive outcome / Total PoCs × 100% | ≥ 80% | Quarterly |
| Proposal Turnaround Time | Average hari dari request ke submission | ≤ 7 hari kerja | Monthly |
| Revenue per Presales FTE | Total revenue won / Number of presales FTEs | Tren naik | Quarterly |
Tier 3: Quality KPIs
| KPI | Formula | Target | Frekuensi Review |
|---|---|---|---|
| Handoff Quality Score | Average score dari PM delivery | ≥ 4.0 / 5.0 | Per handoff |
| No-Decision Rate | Deals no-decision / Total deals × 100% | ≤ 20% | Quarterly |
| Rework Rate | Proposals yang perlu major revision / Total proposals × 100% | ≤ 10% | Monthly |
| Estimation Accuracy | Actual effort / Estimated effort × 100% | 85-115% | Per project (post-delivery) |
| Client Satisfaction (Presales NPS) | NPS score dari feedback klien post-presales | ≥ 50 | Quarterly |
3. Activity Metrics Dashboard
| Metrik | Definisi | Tracking di BizOps |
|---|---|---|
| # Discoveries completed | Jumlah discovery yang selesai | Opportunity Notes tag: "Discovery Complete" |
| # FTQ assessments | Jumlah FTQ yang dilakukan | Opportunity Notes tag: "FTQ Done" |
| # Demos delivered | Jumlah demo yang dilakukan | Opportunity Notes tag: "Demo Done" |
| # Proposals submitted | Jumlah proposal yang dikirim | Opportunity stage: "Proposal Sent" |
| # PoCs executed | Jumlah PoC yang dijalankan | Opportunity Notes tag: "PoC Complete" |
| # RFP responses | Jumlah RFP yang direspons | Opportunity Notes tag: "RFP Submitted" |
| # Handoffs completed | Jumlah handoff ke delivery | Opportunity stage: "Won" + handoff note |
4. Target Setting Methodology
Approach: Top-Down meets Bottom-Up
- Top-Down: Revenue target → required pipeline → required activities
- Bottom-Up: Historical conversion rates → achievable targets
- Reconcile: Adjust berdasarkan growth plans dan market conditions
Contoh Calculation:
Revenue Target (Quarter): Rp 3,000M
Historical Win Rate: 35%
Average Deal Size: Rp 500M
Required Pipeline: 3,000M / 35% = Rp 8,571M
Required Deals in Pipeline: 8,571M / 500M = ~17 opportunities
Required Proposals: 17 / 60% (proposal-to-win) = ~28 proposals
Required Demos: 28 / 60% (demo-to-proposal) = ~47 demos
Required Discoveries: 47 / 80% (discovery-to-demo) = ~59 discoveries
Per Presales Consultant (jika 3 FTE):
- ~20 discoveries per quarter (~7/bulan)
- ~16 demos per quarter (~5/bulan)
- ~9 proposals per quarter (~3/bulan)
- ~6 deals won per quarter (~2/bulan)
5. Reporting Cadence
| Report | Frekuensi | Audience | Content |
|---|---|---|---|
| Weekly Pipeline Review | Mingguan | Presales + Sales team | Pipeline status, deal progress, blockers |
| Monthly Presales Scorecard | Bulanan | Sales Director + leadership | All Tier 1 KPIs, trends, highlights |
| Quarterly Business Review (QBR) | Per kuartal | Management + Board | Full metrics review, win/loss insights, improvement plans |
| Annual Performance Review | Tahunan | Individual + manager | Individual KPIs, development plan |
6. Individual vs Team Metrics
| Level | Metrics Focus | Purpose |
|---|---|---|
| Individual | Demo count, proposal quality, win rate per person, handoff score | Personal development & performance |
| Team | Overall win rate, pipeline, revenue, cycle time | Team effectiveness & resource planning |
| Process | Conversion rates per stage, bottleneck identification | Process improvement |
Individual Balanced Scorecard:
| Dimensi | KPI | Bobot |
|---|---|---|
| Output | Revenue contribution, # deals won | 40% |
| Activity | # demos, # proposals, # discoveries | 20% |
| Quality | Handoff score, rework rate, client feedback | 25% |
| Growth | Knowledge sharing, skill development, certifications | 15% |
7. Dashboard Visualization
Recommended Dashboard Layout:
8. BizOps CRM — Data Source untuk Metrics
Semua metrics bersumber dari data BizOps CRM:
| Metric | Data Source di BizOps |
|---|---|
| Win Rate | Opportunity stage: "Won" vs total |
| Pipeline Value | Sum of Opportunity.opportunity_amount where stage is active |
| Deal Cycle | Opportunity.creation → Opportunity.modified (stage = Won/Lost) |
| Demo Count | Opportunity Notes containing "Demo" |
| Proposal Count | Opportunity with stage ≥ "Proposal Sent" |
| Revenue Won | Sum of Opportunity.opportunity_amount where stage = "Won" |
| No-Decision | Opportunity with stage = "Lost" and loss_reason = "No Decision" |
Penting: Kualitas metrics tergantung pada konsistensi data entry di CRM. Pastikan setiap Opportunity diupdate secara real-time.
Template & Aset
📘 Know (Untuk dipelajari)
- Presales Metrics Best Practices (SE Collective, PreSales Collective)
- Sales Funnel Analytics methodology
- Balanced Scorecard framework (Kaplan & Norton)
📊 Show (Untuk digunakan)
- Presales Dashboard Template — Template dashboard untuk weekly/monthly tracking
- Individual Scorecard Template — Template balanced scorecard per person
- Target Setting Calculator — Spreadsheet untuk top-down/bottom-up target calculation
- QBR Slide Template — Template presentasi quarterly business review
📤 Share (Untuk reporting)
- Monthly Presales Scorecard (ke leadership)
- Quarterly Business Review deck (ke management)
- Individual performance reports (ke masing-masing consultant)
Skenario Umum
Skenario 1: Win Rate Menurun — Root Cause Analysis
Situasi: Win rate turun dari 38% ke 25% dalam 2 bulan terakhir.
Analisis:
- Cek conversion funnel: dimana drop terbesar?
- Cek deal profile: apakah ada perubahan mix (deal size, industry, tipe)?
- Cek competitive landscape: apakah ada kompetitor baru?
- Cek quality metrics: apakah proposal quality turun? Rework naik?
- Cek activity metrics: apakah volume turun? Overloaded?
Temuan: Drop terbesar di tahap proposal-to-win. Banyak deal lost karena pricing. Competitive pressure meningkat.
Action: (a) Review pricing strategy, (b) Strengthen value engineering, (c) Improve proposal win themes, (d) Conduct win/loss analysis pada 5 deal terakhir yang lost.
Skenario 2: Deal Cycle Terlalu Panjang
Situasi: Average deal cycle naik dari 52 hari ke 78 hari.
Analisis:
- Identifikasi tahap yang paling lama: Discovery? Proposal? Negotiation?
- Cek apakah ada bottleneck internal (SA availability, approval delay)
- Cek apakah klien yang lebih besar masuk pipeline (naturally longer cycle)
Temuan: Bottleneck di proposal approval — average 5 hari kerja untuk approval, seharusnya 1-2 hari.
Action: (a) Streamline approval process, (b) Parallel review instead of sequential, (c) Pre-approved pricing templates untuk deal standar.
Skenario 3: Setting Target untuk Tahun Baru
Situasi: Perlu set target presales untuk tahun depan. Revenue target naik 30% dari tahun ini.
Calculation:
- Review year-to-date actuals: win rate 35%, avg deal Rp 450M, cycle 55 hari
- Revenue target: Rp 12B (naik dari Rp 9.2B)
- Required pipeline: 12B / 35% = Rp 34.3B
- Required quarterly: Rp 8.6B pipeline, Rp 3B revenue
- Assessment: current team of 3 can handle ~60 deals/year, need 80
- Recommendation: hire 1 additional presales consultant OR improve win rate to 45%
Action: Present 2 scenarios ke management: (a) Hire, (b) Invest in win rate improvement (training, tools, process).
Skenario 4: Individual Performance Review
Situasi: Presales consultant A punya win rate 45% (above target) tapi handoff score 2.8/5 (below target).
Analisis: Winning deals tapi not transferring knowledge well to delivery.
Action: (a) Review handoff brief quality, (b) Shadow experienced consultant during handoff, (c) Create personal development plan focused on documentation and communication, (d) Set 90-day improvement target: handoff score ≥ 3.5.
Checklist
Monthly Metrics Review Checklist
- All opportunity data in BizOps CRM up-to-date
- Win rate calculated and compared to target
- Pipeline value reviewed (coverage vs target)
- Deal cycle time analyzed for bottlenecks
- Activity metrics (demos, proposals, PoCs) tallied
- Quality metrics (handoff scores, rework rate) reviewed
- Conversion rates per stage calculated
- Dashboard updated with current month data
- Scorecard shared with team and leadership
- Action items from previous month reviewed for progress
Tanggung Jawab (RACI)
| Aktivitas | Presales Consultant | Presales Lead | Sales Director | Managing Director |
|---|---|---|---|---|
| Update CRM data (per deal) | R | C | I | I |
| Calculate monthly metrics | I | R | I | I |
| Prepare monthly scorecard | I | R | A | I |
| Weekly pipeline review | R | R | C | I |
| Quarterly business review | C | R | A | C |
| Set annual targets | C | R | A | C |
| Individual performance review | C | R | A | I |
| Process improvement actions | C | R | A | I |
| Dashboard maintenance | I | R | I | I |
Legenda: R = Responsible, A = Accountable, C = Consulted, I = Informed
Referensi
- Internal: Win/Loss Analysis, Presales-to-Delivery Handoff, semua halaman presales process
- Framework: Balanced Scorecard (Kaplan & Norton), Sales Funnel Analytics
- Community: PreSales Collective, SE Collective metrics benchmarks
- Tools: BizOps CRM (data source), Dashboard tools (Google Sheets / BI tool)
Last updated 3 months ago
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