How to Calculate Demo Complete Rate

How to Calculate Demo Complete Rate
June 28, 2019
Demo complete rate measures the number of demos completed as a percentage of demos scheduled. 

This blog post was originally published by Rekener, now a Brainshark company.

Demo complete rate measures the number of demos completed as a percentage of demos scheduled. It's a top-of-the funnel metric which is commonly measured for BDRs and SDRs to make sure that they are setting quality demos.

As an example Demo Complete Rate, if a sales rep schedules 25 demos, and 18 of them are completed, the Demo Complete Rate would be 18 / 25 = 72%.

To measure Demo Complete Rate with Salesforce data, you need to make sure you are tracking demos set, and on those demos, tracking whether or not they were completed.  This is commonly done using the Event object, where you would have an Event Type for Demo.  And on the Event you would also have a field to track whether the demo was completed.  To measure the Demo Complete Rate in Salesforce, you would then take Demos marked as completed for a particular period, and divide by the number of demos that were scheduled in that same period.

To measure Demo Complete Rate with HubSpot CRM data, you need to make sure you are tracking demos set, and on those demos, tracking whether or not they were completed.  This is commonly done using the Engagement object, where you would have an Engagement Type for Demo.  And on the Engagement you also have a field to track whether the demo was completed.  To measure the Demo Complete Rate in HubSpot, you would then take Demos marked as completed for a particular period, and divide by the number of demos that were scheduled in that same period.

Sales Rep Scorecards can automate Demo Complete Rate calculations. In Sales Rep Scorecards, it's easy to benchmark reps against each other for any metric, including Demo Complete Rate.  This makes it easy to identify reps who need help setting better quality demos.  You can easily track Demo Complete Rates over time to make sure that reps are making progress and that a higher percentage of their demos are completing as they gain skill.

Looking for more sales metrics know-how? Our comprehensive Sales Metrics Glossary will show you how to calculate 30 critical KPIs using CRM data.