Module guide, CRM
Sales target tracking: target, pace and funnel
- Author
- PureField
- Published
- Updated
Sales target tracking is the ongoing measurement of how close a sales team is to its goal during a period. Checking only the year-end figure reveals drift late. Following target, pace and funnel together shows where the team slows down while there is still time to act.
Set a target the team can measure
A sales target is measurable when it is written as a count the team can see in its records, such as deals won or quotes accepted. Start from the last four periods. Their average shows whether the new number is realistic, and the growth expectation is added on top.
- Measurable: write the target as a number of sales or won deals.
- Realistic: compare the target with the average of the last four periods.
- Time bound: set the end date and the checkpoint dates in advance.
- Team and individual: link each personal target to the team total.
Choose the metrics that drive the target before the period starts. Quote count, opportunity value and won deals are the metrics most sales teams track together.
Calculate pace to see the gap
Pace shows how much should be sold by today, given how much of the period has passed. Divide the annual target into monthly and weekly shares. When sales are seasonal, weight the shares using last year's distribution instead of splitting them evenly. The example below uses illustrative numbers.
- Annual target: 120 units
- Monthly share: 120 ÷ 12 = 10 units
- Expected by month six: 6 × 10 = 60 units
- Actual: 48 units
- Pace: 48 ÷ 60 = 80 percent, which is 12 units behind
This calculation answers one question in the weekly review: what daily average is needed for the rest of the period? Once that number is clear, the team knows which opportunities to prioritize.
Use the funnel to find where deals stall
The sales funnel shows the counts of leads, opportunities, quotes and won deals side by side. Working backward from the target, each stage's required conversion rate can be calculated, which links the funnel to the goal. When the target is missed, the funnel shows the stage where the gap starts.
The opportunity pipeline tracks the stage and value of every deal. If the conversion rate drops at one stage, the problem most likely sits there. For example, when the number of opportunities is sufficient but the count falls after the quote stage, the issue lies in the quote process rather than lead quality.
Every team member needs the same meaning for each stage. If one salesperson counts a record as a quote while another still counts it as an opportunity, the funnel loses its meaning.
Spreadsheet or PureField: how the two compare
Spreadsheets suit small teams that want to start quickly. In that setup the target, pace and funnel are built with formulas by hand, and data is re-entered on every update. In PureField, target, opportunity and quote data are read from the same records. Choose the method based on team size and on how many people enter data.
| Topic | Excel or Google Sheets | PureField |
|---|---|---|
| Target | Number typed into a cell | Target management on the Sales Goals screen |
| Opportunity and quote data | Copied from a separate file | Opportunity pipeline and quotes on the same records |
| Pace and funnel | Built with formulas and maintained by hand | Rule-based pace and funnel insight |
| Team view | A separate sheet for each salesperson | CRM Statistics and Sales Team screens |
Measure team performance against the target
Team performance becomes meaningful when individual numbers are linked to the team target. The CRM Statistics screen shows the funnel and performance by period. The Sales Team view brings team members, their permissions and a performance summary together in one place.
- In a performance review, start with target attainment, then discuss conversion by stage.
- Read several metrics together, such as quote count alongside won deals, rather than one number alone.
- Consider how target pressure may affect the team, and keep the target realistic.
Mistakes that distort the picture
Three mistakes appear most often in target tracking. The first is a target that was never checked against past results. The second is a target changed in the middle of the year, which breaks comparison with earlier periods and makes the pace calculation meaningless. The third is a funnel where each person defines a stage differently.
- Record each target change in writing with its reason.
- Keep the definition of every funnel stage on one page for the whole team.
- Read the target, pace and funnel together rather than one metric alone.
Steps to start this week
Setting up tracking takes one week when the order is followed. Define the target first, then pace, then the funnel. Each step depends on the one before it.
- Write the annual target as a unit count and divide it into monthly shares.
- Agree on the definition of each funnel stage with the team, once.
- Show the pace gap on one page in the weekly meeting, and use the same page each week so the trend is visible.
Evidence
- Sales Goals screen
- Target management and rule-based pace and funnel insight are presented on this screen. The insights are calculated by rules.
- CRM Statistics
- The funnel and performance dashboard shows stage counts by period.
- Opportunity pipeline
- Stage and value tracking of opportunities is read from the same record set as the target.
- Sales Team
- Team members, their permissions and performance view are managed on one screen.
Book a demo to set up target, pace and funnel tracking for your sales team, and send any pricing question through the contact form. Book a demo
Frequently asked questions
How is a sales target set?
A target is based on past sales counts and the number of won deals from earlier periods. It should be measurable, realistic and time bound. Individual targets are linked to the team target so that the numbers add up.
How often should a sales target be checked?
A weekly pace check combined with a monthly review of the target and funnel is a common rhythm. Frequent checks reveal drift early, while the monthly review shows whether the target itself still fits the market.
What is sales pace and how is it calculated?
Pace is the expected sales count by the current day, compared with what has actually been sold. The annual target is divided into monthly and weekly shares, the expected amount up to today is found, and it is compared with the actual result.
Why track the sales funnel alongside the target?
The target shows the result, while the funnel shows the stage where that result is formed. When the target is missed, the funnel points to whether the gap sits at the lead, opportunity or quote stage.
How do you track sales targets in a CRM?
Targets, the opportunity pipeline and quote records are kept in the same CRM. The Sales Goals screen builds pace and funnel views from this data, and the CRM Statistics screen shows performance by period.