Executive Engagement Rate
Percentage of active opportunities with at least one director-level or above contact engaged
What is Executive Engagement Rate?
Executive engagement rate is the percentage of active sales opportunities where a senior executive at the customer has been engaged. It shows how well deals are connected to decision makers.
Deals with executive involvement tend to be larger and more likely to close, so this rate is a useful indicator of deal quality.
How this KPI is measured
- Function
- Sales
- Sub-function
- Account-Based Selling
- Industry
- All Industries
- Type
- Leading
- Impact
- Operational
- Unit
- %
- Measurement frequency
- Monthly / Quarterly
- Formula
- (Opportunities with executive contact engaged / Total active opportunities) × 100
How to calculate it
Divide the number of opportunities with an engaged executive contact by the total number of active opportunities, and multiply by 100.
For example, if 24 of 60 active opportunities have executive contact, the rate is (24 / 60) x 100 = 40%.
Define executive by seniority level, and count contact only when there has been a genuine interaction.
Where it is used
Improving deal quality
Identify deals lacking senior sponsorship.
Coaching reps
Encourage reps to reach higher in accounts.
Assessing forecast risk
Treat deals without an executive contact with more caution.
How to improve it
Tips and common mistakes
- Executive contact does not guarantee a win. Check the impact on win rate.
- Executives value brevity and business outcomes.
- Do not skip the people who will actually use the product.
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