The 7 Metrics Every Direct Sales Leader Should Track

TL;DR: Watch the video overview of this blog here

You can’t improve what you don’t measure.

In direct sales, growth doesn’t just depend on recruiting more reps — it depends on knowing exactly where your funnel is strong and where it’s leaking.

Tracking the right metrics can help you:

• Spot problems before they impact your field numbers.

• Coach reps more effectively.

• Increase the percentage of recruits who make it to the field.

Let’s look at the 7 metrics that you should be tracking.

What it measures: How many new reps you bring in each month.

Why it matters: Recruitment is the starting point for everything else — but it only matters if recruits actually stick.

What it measures: The percentage of new recruits who finish onboarding.

Why it matters: A low completion rate means reps are disengaging early — often because onboarding is overwhelming or unclear.

What it measures: How many reps hit their first sales goal (e.g., booking an appointment) within a set time frame.

Why it matters: Early wins keep reps motivated and committed.

What it measures: How quickly managers respond to new rep questions.

Why it matters: Slow answers stall progress. This is where AI onboarding can dramatically improve speed and consistency.

What it measures: Training activity, completions, and participation in team activities.

Why it matters: High engagement predicts higher retention and performance.

What it measures: The percentage of recruits who make it into the field selling.

Why it matters: This is the “true success” number — the one you want climbing steadily.

What it measures: How many reps remain active after 90 days.

Why it matters: Onboarding success isn’t the finish line — long-term retention is what drives sustainable growth.

With ConveYour, you can:

• See these metrics in real time.

• Drill down by team, manager, or recruit cohort.

• Use AI to answer rep questions early, so you can act before you lose a rep.

Tracking these seven metrics consistently gives you the insights to:

• Improve onboarding.

• Coach managers and reps more effectively.

• Grow your active field faster.

Keep in mind that you don’t have to get them all in place immediately, as that would be a heavy lift. It’s best to evaluate your system and pick one or two places to start measuring. After this is in place, isolate other areas to make improvements.

Not a ConveYour Client?

➡ See how ConveYour tracks these metrics in real time — book a 15-minute demo.

Already a ConveYour Client?

➡ Log in now to view your team’s latest metrics dashboard. And check out the link in the description to get access to our free tool that will evaluate your processes — contact us at [email protected].

Next in the series:

Why Most Direct Sales Reps Never Make It to the Field (and How to Change That)