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© 2019 Toast, Inc. All Rights Reserved.
Aligned on categories and metrics
What we did
How we made it
work
Categories Metrics
• Definitions and training are key
• We made this mandatory through salesforce
logic
• We added review/approve steps for managers
to ensure quality
• We complemented sales efforts with external
data sources
• Aligned both sales and product marketing
OKRs to key metrics; first class metrics at
company level
• Focused first on competitive win rate to
drive it up
• Then turned focus to turning ghosted and
no decisions into decisions
W/L Types: Won, Lost to Competitor, Lost to
Upgraded Existing, No Decision, Ghosted
Loss Reasons: coded top 10 by type, don’t allow
“other”
Feature Influence, Top Competitor, Segment
Wins, Losses, No Decisions and Ghosted per
ramped rep
Competitive Win Rate: % of decisions won
Opportunity to Deal Conversion Rate