Como promover uma liderança baseada em métricas em sua empresa?

Um dos elementos fundamentais para ser um bom líder nas empresas de hoje é ter dados para fazer backup das metas que você definiu para sua equipe.

Bons gerentes entendem quais são os dados e métricas mais importantes em um negócio, e passam essa cultura data driven para seus liderados.

Empresas (ou equipes, se preferir) de marketing e growth precisam saber gerenciar tais dados, e tirar insights deles para liderar e inspirar pessoas na empresa.

Uma coisa é conhecer os números, outra coisa é saber como melhorá-los.

Quanto melhor você entender a matemática por trás das métricas e da receita, mais você poderá aproveitar esses dados para atingir seus objetivos.

A utilização de métricas ajudará seus vendedores e representantes a visualizarem como esses números funcionam juntos, como ajudam nas conversas ou reuniões e vai também ajudá-lo a evitar o microgerenciamento das equipes.

Preparado para trilhar esse caminho? vamos lá então!

Como gerenciar pessoas por meio de métricas?

Muitos gerentes dizem que precisam de “mais reuniões” ou “mais receita” nas empresas, mas não há um alvo ou métrica plausível ali .

“Mais” não é um número. Você deve falar em termos de métricas e números.

Para fazer isso, você tem que entender o “por que” e “como” por trás dos resultados que você está buscando.

Lembre-se, você não pode mudar os resultados – você só pode mudar o que os está causando eles, que são as variáveis.

Os resultados não mudarão se uma métrica não mudar primeiro. Para entender como a sua equipe pode melhorar suas métricas para gerar os resultados desejados, use a estrutura REKS:

  • Resultados → Identifique os resultados que você deseja que sua equipe alcance – aumento nas vendas, visitantes no site, pessoas na newsletter, aumento do pipeline qualificado, etc.
  • Esforços → Observe os esforços (variáveis) sob o controle de sua equipe de vendas que levam a esses resultados – mais ligações, propostas de melhor qualidade, mais contatos com os clientes, etc.
  •  Conhecimento → Revise o que o pessoal de vendas e marketing precisam saber para melhorar esse resultado. Estas são coisas que você pode ensinar a eles ou promover treinamentos internamente.
  • Skills → Certifique-se de que você está treinando ou evidenciando as habilidades que eles realmente precisam nesse momento – como se conectar com stakeholders, como ter grandes conversas de qualificação, como realizar uma sessão sobre adoção de produto com um cliente, etc

As vendas são um jogo de números, mas esses números são impulsionados pela habilidade (skill) dos envolvidos.

Por isso seu foco deve ser gerenciar e melhorar métricas do seu time, e acompanhar elas semanalmente (ou mensalmente, dependendo do ciclo de venda).

Para melhorar uma métrica, você deve primeiro identificá-la e, em seguida, pode melhorar o comportamento, o processo ou as habilidades atrás dos dados.

Como usar métricas para impulsionar a produtividade dos membros de sua equipe

Identifique a métrica certa para melhorar e trabalhar ela

Escolha uma métrica ou KPI (Key Performance Indicator) para focar. Mas antes, seu trabalho como gerente é fazer com que as pessoas melhorem.

Qual é a métrica número um que, se melhorada, irá aproximá-los do seu objetivo ou resultado desejado? Seja paciente, e foque em uma por vez.

Dependendo do tamanho do time, se você for uma PME ou startup, será ideal avaliar pessoa por pessoa, e fazer um coaching 1×1 com eles.

Para ajudá-lo a decidir em qual métrica focar, considere:

  • Focar na métrica “patinho feio”, que causa até desconforto no time
  • O que pode ser feito mais rápido?
  • Onde você pode obter o maior aumento percentual potencial? (Por exemplo, passar de 2% para 4% é um aumento de 100%, enquanto passar de 25% para 30% é apenas um aumento de 20%)

Evite lutar pelo “mediano”

Ao revisar suas métricas “número um”, tenha certeza de que tudo que está sendo focado são “médias” e números medíocres.

Não aplique uma média para o time, mas sim eleve a média que hoje o dados estão mostrando sobre o marketing e vendas!

Uma super dica é focar nos Outliers da equipe, e tentar replicar o que fazem ou entender como tais resultados estão sendo alcançados.

Porém fique atento a possíveis alavancas 2X. Se sua organização está fechando negócios a uma taxa de 25%, você provavelmente não pode chegar a 50%.

Mas talvez você possa dobrar o número de contatos adicionados por mês, que é algo que não é tão difícil quanto o fechamento de clientes.

Identifique quais métricas você pode alterar que causarão o maior impacto e, em seguida, teste suas hipóteses, como um bom growth hacker gostaria de fazer!

Use dados para definir metas claras e evitar o microgerenciamento

Como gerente, experimente primeiro a Calculadora de Métricas para

determinar quais métricas causam mais impacto nos resultados que você está tentando dirigir.

Isso ajudará você a saber se está focando na métrica certa e priorizar o que é mais importante.

Usando a Calculadora de métricas, insira as principais métricas que você está tentando melhorar ou ajustar alguma delas – como receita ou taxa de fechamento – e exibirá o que é necessário para alcançá-lo

Ter os dados para fazer backup de suas conversas com com a equipe eliminará

estabelecimento de metas irrealistas e ajudam a evitar o microgerenciamento.

A partir de hoje, suas conversas com vendedores ou SDRs não deve ser sobre resultados – elas devem ser sobre as métricas estabelecidas pela equipe.

Discuta “o que” você quer e o “como” que isso depende deles. Mas deixe o vendedor ou membro do time decidir como vai fazer isso, com suas próprias soluções.

Exemplo: se o seu vendedor ou SDR precisar ligar para 30 pessoas por semana para obter 10 oportunidades por mês, porque as métricas mostram que eles têm uma taxa de conversão de 10%, então será necessário reservar X horas por semana para fazer isso. Pergunte se ele concorda e se sabe como vai se ajustar para isso.

Os dados configuraram os melhores tipos de treinamento para você. 

Geralmente, o número que mais preocupa é a receita. Mostrando a eles as métricas por trás da receita os ajuda a entender quais alavancas eles podem usar para chegar lá.

Isto torna os números reais para eles. Melhor ainda se você puder usar seus dados junto às habilidades e “porquês” de cada membro da equipe (ou motivações).

Por exemplo, você pode usar os dados para dizer: “Veja, Lucas, se pudermos obter sua taxa de fechamento até 35%, você só precisa executar 52 demonstrações no trimestre para atingir sua cota.”

Ou “Com base em 50 prospecções por dia, se pudermos aumentar sua taxa de fechamento de 20% para 30%, veja o que acontece com sua receita. É assim que você receberá o dinheiro que precisa comprar aquele carro novo.”

Use métricas para motivar a equipe de vendas.

Mostre a cada membro da equipe como eles podem fazer melhor com base em seus talentos e habilidades únicas.

Você não vai se sentir como se estivesse microgerenciamento porque você está usando números específicos para cada indivíduo, e eles podem visualizar os esforços necessários para alcançar esses resultados.

Use o framework REKS para criar um plano de treinamento para melhorar suas métricas!

Determine o resultado que você deseja, os esforços dentro do controle do [área ou posição da pessoa] que irão conduzir isso para o melhor caminho, o conhecimento necessário para exercer esses esforços e as habilidades que eles precisam para obter está feito.

Esses são os ingredientes de uma poderosa conversa de coaching que impulsiona produtividade.

Quando você melhora a métrica, você melhora o resultado. Essa é a chave.

Versão traduzida em Português do material da Winning by Design.

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