The Metrics That Matter - Curtis Schroeder - Innovative Revenue Leader - Episode #37
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The Metrics That Matter - Curtis Schroeder - Innovative Revenue Leader - Episode #37

How should revenue leaders evaluate sales performance? In this episode of Innovative Revenue Leader, Seth Marrs sits down with Curtis Schroeder, Head of Research and Insight at Varicent, to examine one of the most debated topics in sales leadership: measuring seller performance. Together, they explore why commonly used metrics such as quota attainment, win rates, and pipeline creation often fail to provide a complete picture of seller effectiveness.

Curtis shares insights from his research on sales performance measurement, the importance of evaluating performance in context, and why revenue per rep can provide a more meaningful view of contribution. The conversation also explores AI’s growing role in coaching, performance visibility, and skill development, as well as the importance of curiosity in building a successful sales career. 

Takeaways:
  • Quota attainment often reflects both seller performance and quota-setting accuracy, making it an imperfect measure of individual effectiveness.
  • Win rate can reward sellers for pursuing easier opportunities rather than creating greater customer value.
  • Pipeline creation is important, but it measures what sellers say they are going to do rather than what they have actually accomplished.
  • Revenue per rep provides a direct connection between seller contribution and business outcomes.
  • New sellers should be evaluated based on their trajectory and development over time, not a single point-in-time performance snapshot.
  • AI is making it easier to connect sales skills, coaching insights, and performance outcomes in ways that were previously difficult to measure.
  • Curiosity can be a powerful career strategy for understanding performance, improving skills, and helping others succeed.

Quote of the Show:
  • “It’s about the trajectory, not a point in time.” - Curtis Schroeder

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