The short answer? After working with hundreds of media sales teams across the country no, most do not.
As someone who spends a lot of time in the field meeting with local market leaders and sales managers, one of the first questions I ask when I arrive in a new market is:
“What metrics are you using to ensure your Sales Team is set up for success?”
The responses I get vary wildly:
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- “We track budget performance.”
- “We ask them to go on five CNAs every week.”
- “They should be working on 25 prospects at a time.”
- “We want five proposals submitted weekly.”
On the surface, these sound like solid activity metrics. But when you dig deeper, it becomes clear:
These are not KPIs. They’re to-do lists.
True Key Performance Indicators should tie directly to outcomes: measurable, actionable, and aligned with revenue goals. It’s time we replace vague goals and inconsistent expectations with a set of non-negotiable behaviors that define what success really looks like for Account Executives.
The 4 Non-Negotiable Behaviors of Successful AEs
To build a high-performance sales team, sales leadership must make these four expectations clear and unwavering:
1. Have at Least 10 Meetings a Week That Move Business Forward
Face time with clients matters, but not all meetings are created equal. The goal here isn’t to just “show up” or maintain warm relationships. We’re talking about strategic, progress-driving engagements such as:
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- Exploratory meetings
- Proposal reviews
- Negotiations
- Creative strategy sessions
Dropping off concert tickets or grabbing lunch is great, but if it’s not directly tied to revenue movement, it doesn’t count. Set the expectation: 10 business-moving meetings per week, minimum.
2. Meet Your Weekly Ask Goal
Sales is a numbers game, but it’s not just about closed dollars. Focus instead on what’s within your AE’s control: how much business they’re asking for.
Here’s an example:
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- AE Annual Budget: $1,000,000
- Weeks Worked: 50
- Closing Ratio: 20%
- Total Asks Needed: $5,000,000
- Weekly Ask Goal: $100,000
Track this on a rolling 4–8 week basis for stability. Short-term dips won’t derail momentum, and patterns will be easier to identify.
3. Meet Your New Business Ask Goal
Attrition happens. Clients move on. Budgets shift. Your AE’s ability to backfill that business with new revenue is mission-critical.
Set realistic goals for new business asks, taking into account:
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- Market attrition rates
- Realistic close rates (which are often lower for new clients)
This is where honest forecasting and AE accountability intersect.
4. Always Be Working 5 Big Fish
Not all opportunities are equal. The best AEs are always targeting high-value accounts, what we call Big Fish. Here’s how to define one:
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- Spending Potential: At least 3x more than a typical key account.
- Access to Decision Makers: No gatekeepers. Real influence.
- Movement in 90 Days: If progress isn’t happening in three months, it’s time to reassess.
Big Fish take time and effort. But if your AE doesn’t have five of them on deck, they’re fishing in the wrong pond.
Final Thoughts
If your KPIs don’t actually measure performance or drive revenue outcomes, then it’s time to reassess. Sales success isn’t about checking boxes—it’s about consistently performing the right activities and aligning them with business results.
With these four non-negotiable behaviors in place, your sales team won’t just look busy; they’ll be effective.
Want help defining and tracking these KPIs inside your organization? That’s what we’re here for.
