7 digital marketing metrics your enterprise sales team needs to close more deals

Coral Wood • 11 December 2024

Got a large sales team selling digital marketing solutions with even larger KPIs? Managing a sales team at scale is tricky. But managing a sales team that are great at selling, but not so good at communicating digital marketing services, can mean hitting those KPIs can be a bit tough.

So if you’re looking to advise your sales team on the metrics that matter most to their SMB customers, get ready to take notes!

1. Local search visibility score

This one is a no brainer – making sure they’re easy to find locally on search engines is a must for all SMBs, but unfortunately, is often overlooked. So when looking at local search visibility, your sales team should be combining insights from a few different checks:

  • Google Business Profile presence and optimisation
  • Local listings accuracy across Google Maps, Bing Maps and Yelp
  • Local pack and grid performance
  • Voice search optimisation
  • Local structured data implementation 

Why it matters to your sales team:

Local search visibility scores instantly demonstrate gaps in their client’s local presence, where their competitors are outperforming them, and gives clear, actionable items for improvement.

An easy, but essential, win for your sales team!

2. Website performance score

Do your SMB clients know how their site is performing? Or even why it’s important? Simply saying “we’ll improve your site performance” isn’t going to cut it with SMBs who are busy and lacking in digital marketing knowledge.

Instead, break down what it means to their bottom line and talk them through your findings:

  • Core Web Vitals check
  • Layout stability
  • First content displayed
  • Major content displayed
  • Mobile-friendly optimisation
  • Image optimisation

Why it matters to your sales team:

Sometimes the biggest blocker for SMBs being found online is their site’s performance. So sharing insights into their website performance score will help your sales team highlight technical issues and demonstrate a clear connection between speed and revenue. Plus, your sales team can use Google-back metrics to build trust with their prospect customers!

3. Content quality

Ah, the achilles heel of small businesses! All too often we see SMBs sites littered with spelling and grammatical errors, poor heading structure, and more. But that’s good news for your sales team, who can use this cluster of metrics to help seal the deal.

  • Amount of content check
  • Reading ease score
  • Grammar and spelling checks
  • Content keyword analysis
  • Headings structure
  • Alterative text implementation
  • Plagiarism detection

Why it matters to your sales team:

Content is king, but also a clear indicator of what your team can do to improve an SMBs site. These metrics offer an opportunity to evidence the improvements your fulfilment team make, identifies quick wins for better engagements, and also lines you up for ongoing content services.

4. SEO health score

You don’t need us to tell you how important SEO is. But telling an SMB owner might be a bit trickier. Yet, this metric is so crucial to their online presence that it’s a no-brainer for your sales team, so breaking down this metric into a few core checks could help them communicate its importance and negotiate a sale:

  • Backlinks analysis
  • Domain age evaluation
  • Google ranking opportunities
  • Organic referrals
  • Server behaviour check
  • SSL implemnation 
  • Titles and description optimisation 

Why it matters to your sales team:

From rankings to competitive gaps in search presence, your sales agents can use their findings to create an SEO improvement roadmap which will secure them an initial sale and some ongoing work too.

5. Social media presence

Social media isn’t just powerful for SMBs, it’s essential! From marketing in local groups to communicating news, incentives, and offers, it’s a vital tool for SMBs. But are they utilising it? Your sales team should check if the SMB has:

  • Facebook (including adverting readiness)
  • Instagram
  • LinkedIn
  • LinkedIn
  • X (formerly Twitter)
  • YouTube
  • TikTok
  • Social sharing optimisation

Why it matters to your sales team:

Showing the social media gaps and advertising opportunities they’re missing, and what their competitors are using is a clear motivator for SMBs to engage with your sales agents.

6. Digital advertising readiness

Deciding to run ads is easy, but we know that running effective ads isn’t as simple as uploading content and hitting run. So here are the checks your sales team will need to look at to create a clear overview of their customer’s digital advertising readiness:

  • Google Ads readiness
  • Display Ads presence
  • Facebook and Google retargeting implementation
  • Paid keywords analysis
  • Current paid search detection

Why it matters to your sales team:

Identify untapped advertising opportunities, show ROI on current ad spend (and where the opportunities are), and quick win opportunities that make your additional solutions a no-brainer for your prospect customers.

7. Core functionality

What core functionality is missing from your prospect’s site? From the basics like contact details to advanced functionality like analytics and payment processing, understanding what’s missing from their SMB prospect’s site will help your sales agent position themselves as a knowledgeable and trusted advisor. Core functionality checks include:

  • Analytics implementation
  • Contact details verification
  • Booking details verification
  • Booking widget presence
  • Live chat availability 
  • Video content 
  • Blog presence 
  • Payment processing capabilities

Why it matters to your sales team:

From missing conversion opportunities to customer experience gaps and modernisation needs, there’s a lot of trust to be built when talking about core functionality alone.

Recap: 7 digital marketing metrics for enterprise sales teams

To create data-driven proposals, show clear ROI potential, demonstrate competitive gaps, and convert digital marketing solution sales, your sales team should focus on demonstrating the value of at least one of these metrics:

  • Local search visibility score
  • Website performance score
  • Content quality
  • SEO health score
  • Social media presence
  • Digital advertising readiness
  • Core functionality

Remember, these metrics tell a story about your prospect’s digital presence and business potential. Your sales agents can use these to create a narrative about growth opportunities and the clear path to achieving them through your services – and of course, convert those all important sales.

For your sales agents, the key is focusing on the business outcomes these metrics represent rather than getting lost in technical details.

Happy selling!

 The Insites Team

Ready to Transform Your Sales Team’s Performance?

Book Your Free Sales Scaling Consultation

During this 30-minute session, we’ll:

  • Analyse your current sales process
  • Identify key opportunities for improvement]
  • Show how leading digital marketing providers use Insites to close more deals

👉 Book your free discovery call and discover how Insites can help your 20+ person sales team convert more leads into lasting client relationships.

Join the ranks of industry leaders who trust Insites to power their digital marketing sales. Our platform is specifically designed for large-scale operations selling digital solutions to SMBs.

LAST UPDATED

11 December 2024

SHARE THIS

A cartoon of a woman looking through binoculars on a pink background.
by Izzy Fletcher 1 April 2025
Today's students are becoming AI fluent at unprecedented rates. Soon, they'll be the SMB owners your sales team is pitching to with different digital expectations. Learn how Google's education initiatives are accelerating this shift and what it means for enterprise marketing providers. Discover practical strategies to prepare your sales team for the rise of AI-literate clients who expect instant insights, sophisticated solutions, and AI-powered digital marketing approaches. Read our latest insights on navigating this transformation and positioning your services for the next generation of business owners.
A hand is holding a magnifying glass over a laptop screen that says top secret.
by Izzy Fletcher 31 March 2025
Discover how leading digital marketing agencies use self-service audit widgets to generate qualified SMB leads while providing immediate value. Learn how to implement this strategy with a proven flywheel approach and industry-specific tips.RetryClaude can make mistakes. Please double-check the responses.
A yellow arrow is pointing up on a pink and black background.
by Izzy Fletcher 27 March 2025
Discover how your sales team can demonstrate clear ROI to budget-conscious SMBs. Learn 3 key strategies that help digital marketing agencies convert more prospects even when budgets are tight.
by Izzy Fletcher 19 March 2025
Google's new review QR code feature creates perfect sales opportunities for digital marketing agencies. Learn about Google's expanded data sources, and how Insites' Local Grid can help your sales team close more deals with SMB clients seeking local SEO services.
A woman wearing headphones is sitting in front of a laptop computer.
by Izzy Fletcher 14 March 2025
AI search engines drive 123% more traffic to SMBs in 2025. Learn industry-specific AI referral patterns from ChatGPT, Perplexity and Gemini to help your sales team convert more digital marketing clients.
A man is sitting in front of a laptop computer with a light bulb coming out of his head.
by Izzy Fletcher 12 March 2025
Transform digital marketing metrics into compelling stories that convert SMB prospects. This guide reveals proven storytelling frameworks, data-to-narrative techniques, and training methods that help sales teams close more deals. Learn how successful digital marketing agencies use storytelling to simplify complex concepts, create emotional connections, and position SMB owners as heroes in their own success stories. Ideal for sales leaders looking to boost conversion rates and stand out in a crowded marketplace.
A hand is pointing at a red pin on a map.
by Izzy Fletcher 11 March 2025
Discover the 10 digital marketing trends transforming hospitality in 2025. Learn how large sales teams can help SMB hotels and restaurants capitalise on AI, mobile optimisation, and data-driven personalisation to drive bookings and stay competitive in a rapidly evolving digital landscape.
A computer screen with a funnel and a graph on it.
by Izzy Fletcher 5 March 2025
Discover how digital marketing agencies can help healthcare professionals showcase their AI innovations online. Learn to leverage Insites' traffic light scoring and Local Grid features to create compelling proposals, demonstrate competitive gaps, and win more healthcare clients.
by Izzy Fletcher 25 February 2025
Google's new visual search tools are game-changers for e-commerce and hospitality businesses. Help your sales team turn these updates into closed deals and competitive advantages.
A woman wearing headphones is sitting in front of a laptop computer.
by Izzy Fletcher 20 February 2025
Google just released generative AI for creating people in ads, and it's a game-changer for digital marketing agencies. This post breaks down how this feature helps your sales team close more deals, removes creative barriers for SMBs, and transforms the ad creation process. Learn specific ways to leverage this update to upsell ad services to your clients and position your agency as cutting-edge AI experts.
Show More