Metrics for TM Outside Sales Teams
A disciplined approach to sales metrics is essential for Treasury Management (TM) teams focused on growth. The most important activity to track is the First Time Appointment (FTA) - it drives the entire sales pipeline. Successful TM Outside Sales teams track FTAs generated from referrals, marketing leads, Centers of Influence (COIs), and digital sales efforts. They also monitor key conversion stages like “Decision Maker Buy-In” and closed deals.
Why does this matter? Because tracking FTAs daily (or at least weekly) allows leaders to connect activity to revenue using simple formulas. For example:
FTAs × Close Ratio × Average Monthly Fees = Recurring Fee Income
FTAs × Close Ratio × Avg. Deposit Balance = New Deposits
Managing the prospect database is equally important. Every contact should be categorized (Suspect, Warm Lead, Qualified, etc.) and have a next-step activity. When supported by a Digital Sales team, Outside Sales can focus on later-stage pipeline activity and closing deals.
In short, what gets measured gets managed. Consistently tracking sales activity and managing leads with intention will help any TM team increase deposits, grow fee income, and build a high-performance sales culture.
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In this month's paid membership section directly from the TMClarity Framework, we go deep on tracking metrics for outside TM sales teams. If you are a paid Launch Pad member, login using the links in the box below.
