Composite AE score — dollar per day. Compare reps without cherry-picking metrics.
| Rep Name | Win Rate (%) | Avg ACV ($) | Avg Cycle (days) | $ per Day | Rank |
|---|---|---|---|---|---|
| $168 | #3 | ||||
| $144 | #4 | ||||
| $181 | #1 | ||||
| $135 | #5 | ||||
| $168 | #2 |
Most sales metrics are one-dimensional. Win rate ignores deal size. ACV ignores how long it took to close. Meetings booked ignores quality. Quota attainment is affected by territory luck as much as rep skill. The Rep Efficiency Score collapses win rate, ACV, and cycle time into a single comparable number: revenue per day. It adjusts for both deal mix and speed, making it possible to compare AEs across segments without cherry-picking the metric that flatters a particular rep.
A rep who closes big deals slowly may be less efficient than one who closes smaller deals quickly. The number surfaces that trade-off explicitly. As a coaching metric, efficiency score is more useful than quota attainment because territory is removed from the equation — a rep in a rich territory can hit quota while being inefficient; a rep in a lean territory can miss quota while being excellent. Use the score to rank reps, calculate the revenue impact if bottom quartile reps matched the team average, and identify which lever to coach to. Win rate responds to discovery quality and qualification rigor. ACV responds to expansion selling and negotiation skill. Cycle time responds to mutual action plans, champion engagement, and executive alignment. Top quartile AEs are typically 2–3x more efficient than bottom quartile. If the gap is greater than 5x, you have a hiring or ramp problem, not a coaching problem.
Rep Efficiency Score: (Win Rate × ACV) ÷ Average Sales Cycle Days = revenue generated per active day. This normalizes for deal size and speed, making it comparable across reps in different segments.
The daily revenue output of a rep, calculated as win rate × ACV ÷ cycle length in days. It tells you how fast revenue flows through each rep's pipeline independent of volume.
Win rate has the highest individual leverage because it multiplies across every deal. But the most underrated lever is cycle time — compressing a 90-day cycle to 70 days improves efficiency by 28% with no change in win rate or ACV.
First identify which lever is dragging: if win rate is low, focus on discovery and qualification. If ACV is low, work on expansion selling and negotiation. If cycle is long, review mutual action plans and champion engagement. Tackle one lever at a time.
Discuss this in #deal-reviews with 194+ revenue operators in the community.