Sales Efficiency 101: Because Nobody Likes Wasting Time

Ah, sales—the art of convincing someone they need what you're selling, even if they didn't know it five minutes ago.

But let's be honest: Sales can be brutal. According to Forbes, only 35.2% of a salesperson’s time is actually spent selling—the rest is eaten up by administrative tasks, research, and endless meetings that could have been emails. If that stat doesn't make you question your entire existence, nothing will.

Enter sales efficiency, the holy grail of getting the most revenue out of the least effort. It’s not about working harder; it’s about working smarter. And if you're still manually entering data into a CRM for hours every week, this article is your intervention.

What is sales efficiency?

Sales efficiency measures how effectively a sales team converts resources (like time, effort, and budget) into revenue. In simple terms, it’s about maximizing output while minimizing input. In really simple terms, it’s about selling as much as possible with the least amount of wasted effort.

Think of it as a car’s fuel efficiency: The more miles you get per gallon, the better. In sales, the goal is to generate more revenue per unit of effort (calls, emails, meetings, etc.). The more efficient your sales process, the better your bottom line (AKA net profit!), and the happier your sales team will be.

Sales efficiency vs. sales effectiveness

• Sales efficiency is about doing things fast and with minimal waste.
• Sales effectiveness is about doing things right to close deals.

Ideally, you want both. Selling the wrong product to the wrong customer quickly isn’t helpful, and neither is spending weeks perfecting a deal that never closes. The sweet spot? Selling the right product to the right customer quickly and successfully.

5 key sales efficiency statistics and why they matter

Understanding the latest trends in sales efficiency is essential for refining strategies and improving performance. We’ve taken these stats from HubSpot’s 2024 Sales Trends Report and shed some light on how sales teams can optimize their efforts for better results:

Informed buyers (96%)

Nearly all sales professionals report that prospects research products or services before engaging with a salesperson.

💡 Why this matters: Sales teams must adapt by ensuring their digital presence (websites, content, and social proof) is strong. If buyers are already informed, your sales pitch should focus on adding value, not just providing basic information. This prevents wasted time explaining things a prospect already knows.

Preference for self-service (71%)

More than two-thirds of buyers prefer to gather information independently rather than interact directly with a sales representative.

💡 Why this matters: Companies should invest in self-service content like FAQs, chatbots, and interactive demos. This allows sales teams to focus on high-intent buyers rather than spending time nurturing those who aren’t ready to engage.

Average sales metrics

The average sales win rate is 21%, and the typical close rate is 29%. The median deal size is $4,000, with 47% of deals falling between $1,000 and $5,000.

💡 Why this matters: Understanding these benchmarks helps sales teams set realistic goals and improve forecasting accuracy. If your team’s numbers are significantly lower, it may be a sign of inefficiencies in prospecting, lead qualification, or follow-ups.

Upselling and cross-selling (91% & 87%)

Most sales professionals actively engage in upselling (91%) and cross-selling (87%), contributing to 21% of company revenue each.

💡 Why this matters: Upselling and cross-selling are major drivers of revenue with minimal additional effort. Efficient sales teams leverage these techniques to increase deal value rather than constantly chasing new customers, which is often more time-consuming and costly.

AI adoption in sales (82%)

Sales professionals using AI tools for prospect outreach see higher response rates. Additionally, 74% of teams using AI-powered CRMs report increased productivity.

💡 Why this matters: AI streamlines repetitive tasks, like lead scoring and follow-up emails, allowing sales reps to focus on closing deals. Embracing AI tools reduces wasted time and improves sales efficiency by automating the most time-consuming parts of the process. (So if AI ain’t your thing, now is the time to start honing those skills.)

Key metrics for measuring sales efficiency (+ booming examples)

Get ready for a couple of hypothetical situations and some quick math!

Sales efficiency ratio

The sales efficiency ratio measures how much revenue your team generates for every dollar spent on sales. A ratio above 1 means you’re generating more revenue than you’re spending, which is a sign of a healthy sales process. A ratio below 1 means you’re spending more than you’re earning, signaling inefficiencies that need to be addressed. This metric is particularly useful for tracking the return on investment (ROI) of your sales efforts over time.

The case of efficient Emma

Emma is the sales manager at a SaaS company. Last quarter, her team spent $200,000 on salaries, tools, and marketing, bringing in $500,000 in revenue. Her Sales Efficiency Ratio is 2.5 ($500,000 ÷ $200,000), meaning the team generates $2.50 for every $1 spent. This is a strong indicator that her sales process is working efficiently. (GG Emm, good going!)

Now, if her efficiency ratio dropped below 1, it would signal that the team is spending more money than they’re making—a red flag that requires immediate optimization.

Customer acquisition cost (CAC) & customer lifetime value (CLV)

Customer Acquisition Cost (CAC) tells you how much it costs to acquire a new customer, factoring in marketing, sales salaries, and other related expenses. Lowering CAC without sacrificing lead quality improves efficiency. On the other hand, Customer Lifetime Value (CLV) represents the total revenue a customer is expected to generate throughout their relationship with your business. A high CLV compared to CAC means your customers are highly valuable, making your sales efforts more worthwhile.

The missteps of costly Carl (CAC)

Carl works for a B2B company selling cybersecurity solutions. After crunching the numbers, he realizes that his team spends an average of $10,000 on marketing and sales efforts to acquire each new customer. However, each deal only brings in $8,000 in revenue.

This means his Customer Acquisition Cost (CAC) is higher than the revenue per customer, making his sales strategy unsustainable. Uh oh. Carl needs to either lower his CAC (by improving lead targeting and automating processes) or increase his Customer Lifetime Value (CLV) to make these deals profitable.

A worthy revelation, though!

The smart strategy of long-term Lucy (CLV)

Lucy sells a subscription-based software service. The average customer stays subscribed for five years, paying $1,200 per year. That means her Customer Lifetime Value (CLV) is $6,000.

If her company’s CAC is only $1,500, she knows she’s running a profitable operation - every new customer is worth far more than what it costs to acquire them. By focusing on retention strategies and upselling premium features, Lucy further increases CLV, boosting long-term sales efficiency.

Win rate

Your win rate is the percentage of deals closed successfully out of the total opportunities pursued. Logically, a higher win rate suggests that your sales team is targeting the right prospects and delivering effective pitches. If your win rate is low, it may indicate poor lead qualification, ineffective sales techniques, or misalignment with customer needs.

The struggles of no-deal Nathan

Nathan is a sales rep at a logistics company. Over the past three months, he had 50 sales opportunities but only closed 5 deals, giving him a win rate of 10% (5 ÷ 50 × 100).

A low win rate like this could indicate:

• Poor lead qualification (wasting time on unlikely buyers).
• A weak sales pitch.
• Pricing issues or strong competition.

To WIN, Nathan needs to focus on high-quality leads, refine his sales approach, and analyze objections that keep him from closing more deals.

Sales cycle length

Sales cycle length measures the average time it takes from the first contact with a prospect to closing the deal. Shorter sales cycles typically indicate a more efficient process, while longer cycles may suggest inefficiencies, delays, or too much back-and-forth. Reducing unnecessary steps in your sales process can significantly shorten the cycle length and improve efficiency.

The speedy success of fast-closing Fiona

Fiona sells enterprise software, and her sales cycle used to take 90 days. After streamlining her process (automating follow-ups, refining demo presentations, and prioritizing decision-makers), she shortened it to 45 days.

A shorter sales cycle = greater efficiency because deals close faster, reducing the risk of losing prospects due to delays. Fiona’s team now has time to handle more leads, bringing in higher revenue without increasing workload.

Common pitfalls that kill sales efficiency

They’re common, and they slink in like a thief in the night. Being aware of these little buggers will help your sales process go that much smoother.

• Chasing the wrong leads – Not every lead is worth pursuing! A lack of lead qualification results in wasted time and effort. Prioritizing high-intent leads is essential to making sure your sales team is chasing the right opportunities.
• Lack of standardized processes – If every salesperson is doing things their own way, inefficiencies are bound to creep in. A standardized sales process ensures consistency, reduces confusion, and helps reps close deals faster.
• Overloading reps with admin work – Sales reps should be selling, not drowning in data entry and reporting. Automating administrative tasks frees up time for actual selling. And cut the numerous meetings too!
• Ignoring follow-ups – Many deals are lost because sales reps fail to follow up properly. Studies show that persistence in follow-ups significantly increases conversion rates.
• Failure to leverage data – Sales teams that don’t analyze performance metrics miss out on valuable insights. Tracking key sales efficiency metrics helps identify and fix weak points.
• Not aligning with marketing – When sales and marketing aren’t on the same page, leads slip through the cracks. Strong collaboration ensures a steady flow of high-quality prospects.
• Underutilizing sales technology – CRM tools, automation software, and AI can drastically improve efficiency, but many teams don’t use these tools to their full potential.
• Not personalizing outreach – Generic sales pitches don’t resonate with modern buyers. Those days are over (or, they should be). Personalized messaging based on customer data leads to better engagement and conversions.

Strategies to improve sales efficiency

Taking the pitfalls to the next level with some strategies on how to improve your efficiency, these hit the nail on the head when it comes to upping the sales game.

Automate repetitive tasks

One of the most effective ways to boost sales efficiency is through automation. Many sales teams waste hours on repetitive administrative tasks like data entry, follow-ups, and manual reporting. Using CRM tools such as HubSpot, Salesforce, or Pipedrive can automate these tasks, allowing salespeople to focus on selling rather than managing spreadsheets.

Prioritize high-value leads

Not all leads are created equal, and pursuing every single prospect can be a waste of time and resources. Implementing a lead scoring system helps sales teams focus on the most promising opportunities, improving conversion rates and reducing wasted effort.

Shorten the sales cycle

Instead of chasing cold leads, sales teams should work closely with marketing to generate and nurture warm leads. Content marketing, such as blogs, whitepapers, and webinars, can educate prospects before they even enter the sales pipeline. Additionally, retargeting ads can help keep warm leads engaged, nudging them further down the funnel.

Streamline the sales process

A streamlined sales process is another key to efficiency. If your team spends too much time on unnecessary steps, it’s costing you deals. Reducing redundant meetings, standardizing sales scripts, and offering easy scheduling options for calls and demos can eliminate friction and speed up the process. Ensuring that sales reps have quick access to essential resources, such as case studies and product demos, can also help improve efficiency.

Leverage technology for smarter selling

Beyond CRM automation, AI-powered sales tools can provide insights, predict customer behavior, and personalize outreach, making the sales process smoother and more effective. Investing in the right tech stack can save time and maximize efficiency.

How Qwilr can boost your sales efficiency

To be oh so frank: Pretty much everything that Qwilr offers improves efficiency and sales performance

Qwilr’s sales proposal software helps sales teams close deals faster through interactive proposals, automated workflows, and seamless CRM integrations. Here’s how it can improve your efficiency:

• Interactive & engaging sales proposals - Web-based proposals go beyond static PDFs with videos and interactive pricing. Enhanced engagement increases the likelihood of deal closures.
• Instant e-signatures & payment integration- Clients can sign contracts and pay directly within the proposal. Reduces delays, making the closing process seamless.
• CRM & automation integrations - Syncs with Salesforce, HubSpot, and other CRMs. Eliminates manual data entry and streamlines workflows.
• Real-time proposal tracking & analytics - Sales teams get instant notifications when prospects view proposals. Insights into engagement help tailor follow-ups more effectively.
• Scalable, customizable templates - Pre-made templates ensure brand consistency and speed up proposal creation. Saves time while maintaining a professional look.
• Multi-user collaboration & approval workflows - Allows multiple team members to edit and approve proposals. Ensures consistency and eliminates bottlenecks in the approval process.

By dumping administrative overhead and making sales interactions more dynamic, Qwilr empowers teams to work smarter, not harder.

Stop working harder, start selling smarter with Qwilr

Sales efficiency isn’t about burning yourself out making 100 calls a day, it’s about getting the most revenue out of the least effort. By tracking the right metrics, leveraging automation, and optimizing your processes, you can close more deals, hit your targets faster, and (finally) stop working late nights.

Because let’s be honest - those Netflix shows aren’t going to binge-watch themselves.

Sign up for a free 14-day trial and experience the world of sales wonder with Qwilr. It really can’t hurt.