Firms invest heavily in performance measures. They track activity (calls made, proposals sent), and they track results (revenue, quota attainment). But between activity and results lies the factor that best determines salesperson success: proficiency. And almost nobody measures it.
This creates a dangerous blind spot. When results are down, managers look at activity levels. When activity is adequate but results still lag, they have nowhere to turn. The salesperson is doing the work but not doing it well — and without proficiency data, the coaching conversation has no foundation. Training investments operate without a feedback loop. Enablement programs cannot demonstrate impact. The organization knows what happened and how much happened, but has no visibility into how well it happened.
Proficiency measurement has historically been impractical at scale. Observing and scoring sales conversations required ride-alongs, call monitoring, and subjective manager evaluations. AI is fundamentally changing this. Competency-based scoring of practice conversations and real selling interactions now makes it possible to measure skill development continuously, objectively, and at scale — creating the missing signal between training investment and revenue impact.
This webcast’s topics include:
- Identifying the gap between activity metrics and outcome metrics.
- How the absence of a proficiency feedback loop makes training ROI elusive.
- A framework for understanding what drives sales results: from capacity and commitment, through skill and behavior to outcomes.
- How AI-powered practice and scoring create a continuous proficiency signal.
- What proficiency data reveal that activity and outcome data cannot.
- Practical considerations for introducing proficiency measurement into existing performance management systems.
Audience walks away with: A diagnostic framework for evaluating where their current measurement system has blind spots, a clear definition of proficiency metrics and how they differ from activity and outcome measures, and an understanding of how AI-generated practice data creates the proficiency signal that has been missing from sales performance management.
