This is one of the favourite ways to measure sales teams. We equate high activity to high productivity. The principle evolved into law of large numbers. The more people you see, the greater your chances of success.
This presupposes a large and ever-growing market. It may be the case for a select few organisations and markets. For most of us, the reality is very different.
Activity metrics make sense. They are inseparable from a learning culture. If each activity becomes a learning opportunity, captured, analysed, shared and integrated into team memory, success rates increase.
In small or stagnant markets, we pursue higher closing rates, not more activities.
Activity management is great at overcoming apprehension and passivity.
Intentional learning increases closing rates.
Sustainable sales lie somewhere on the continuum.