Sales professionals know that success hinges on hitting targets, achieving growth, and making a measurable impact on revenue. Yet when it comes to putting together a CV, one key ingredient that can set a candidate apart is often overlooked: performance figures. A sales CV without quantifiable achievements lacks the proof recruiters and hiring managers need to assess past effectiveness and potential future value. But when adding these figures, it's equally important to provide context. Sometimes, numbers alone don't tell the whole story. Market conditions, internal restructuring, or other factors might explain why some targets weren't reached. Including this context helps create a clear, honest, and compelling narrative that can strengthen a candidate's credibility.

Here's a closer look at why performance metrics are essential in a sales CV, how to present them effectively, and how to handle situations when the numbers fall short.

 

Why Performance Figures Matter

In results-driven professions such as sales, numbers are more than just data points—they are proof of capability. Hiring managers require evidence of a candidate's success, and performance metrics serve as predictors of future performance. Specific figures, such as revenue generated, percentage growth achieved, or deals closed, provide concrete data that can be compared and evaluated. Performance figures in a CV communicate three key elements:

• Reliability: Consistently meeting or exceeding targets shows a dependable, results-driven work ethic.

• Impact: Metrics highlight the candidate's contribution to the company's revenue.

• Potential: Good performance in past roles suggests similar results may be achieved in future positions.

Not including these numbers in a sales CV can raise red flags for recruiters. Without quantifiable evidence, hiring managers may question a candidate's experience, particularly in a competitive field like sales, where outcomes are often tied directly to compensation and career growth.

"Including performance data on a sales-focused CV is important as it is tangible and gives credibility. Referencing quota attainment and landmark deals will help benchmark candidates against others and help them stand out. Treat sending a CV to a recruiter or prospective employer like you would prospecting a client. If you had compelling data that backs up why your company/product is better than the rest, you'd include it!"

– Sam Reader, Oakstone Senior Consultant.

The Types of Performance Figures to Include

For sales professionals, there are a variety of metrics that can demonstrate value:

"Including performance figures on a sales CV is essential, as it provides concrete proof of your past success. Metrics like revenue growth, quota achievement, and new clients acquired showcase your ability to deliver results—helping hiring managers quickly gauge your effectiveness."

– Luke Garman, Senior Consultant.

• Revenue Achieved: Include the amount generated within a particular timeframe or as a percentage of overall company revenue.

• Quota Attainment: State the percentage of targets met or exceeded, e.g., "120% of sales target achieved quarterly."

• Customer Retention Rate: If the role involves account management, showcasing retention rates can reflect the ability to build strong client relationships.

• New Business or Market Growth: Metrics related to expanding the customer base or penetrating new markets demonstrate growth-focused capabilities.

• Deal Size and Close Rate: These metrics illustrate sales efficiency and capacity for handling large or complex deals.

Including these specific figures creates a picture of performance and differentiates individuals from others, who may have held similar roles without measurable outcomes.

 

Providing Context for Underperformance

In sales, it's unlikely that every quarter or fiscal year will be outstanding, but if there were valid reasons for not meeting targets, candidates should be bold in explaining these circumstances in their CVs. Transparent explanations of underperformance can boost a candidate's credibility. Here's how to do it effectively:

 

Market Conditions

External economic or industry-specific conditions can heavily influence sales. During recessions, pandemic impacts, or disruptions like supply chain challenges, targets can become harder to reach. In such cases, it's helpful to include a brief explanation on the CV:

• Example: "Achieved 70% of sales target in 2023, despite industry-wide recession and reduced market demand."

This demonstrates awareness of external factors and suggests resilience under challenging circumstances.

 

Internal Company Changes

Internal shifts such as restructuring, budget cuts, or product changes can disrupt sales plans. When company factors influence sales performance, this context is valuable for recruiters to understand:

• Example: "Navigated two major restructurings and pivoted focus due to product recall, achieving 80% of quarterly targets."

This level of transparency shows adaptability and an ability to manage challenging situations within an organisation.

 

Changes in Product or Service Offering

When a company rolls out a new product, enters a new market, or changes its sales model, the resulting transition period can affect performance. Providing context around these kinds of changes helps paint a fuller picture:

• Example: "During the initial rollout of a new software product, achieved 65% of target sales as the product matured and marketing efforts ramped up."

By framing these challenges on a CV, candidates demonstrate awareness and adaptability while giving potential employers a sense of the unique situations they've handled.

 

How to Present Performance Figures and Context

Knowing how to structure performance figures and explanations effectively can ensure a CV stands out without overwhelming the reader. Here's a recommended approach:

Use a Bullet-Point Structure for Clarity

Recruiters often scan CVs quickly, so organising performance metrics in bullet points under each role helps highlight them. Keep it concise and ensure each point focuses on a specific achievement or explanation.

Example:

      - "Exceeded sales targets by 25% in FY 2022, generating $2 million in revenue."

      - "Achieved 90% of Q4 target despite a 30% reduction in team size and budget cuts."

Avoid Excuses, Focus on Adaptability

While it's helpful to clarify circumstances, focus on the actions you took to mitigate challenges or adapt. This approach conveys resilience rather than deflecting responsibility.

   - Example: "Due to supply chain shortages, adjusted sales strategy to focus on high-margin products, achieving 75% of original targets."

 

Highlighting Resilience and Adaptability Through Challenging Metrics

Turning challenges into learning experiences demonstrates a valuable trait in sales: resilience. Recruiters value candidates who can persevere despite obstacles and show adaptability.

To highlight these qualities, include specific examples that highlight proactive steps taken in challenging situations:

   - Example: "During a year of economic downturn, refocused strategy to retain existing clients, achieving a 95% retention rate despite budget cuts and reduced demand."

This approach communicates that the candidate is not only capable of handling challenging situations but is also actively looking for ways to improve performance despite setbacks.

 

Building a Compelling Sales Story

Sales professionals have a unique opportunity to tell a story with their CVs. By including performance figures and contextualising underperformance, candidates can build a story that goes beyond numbers. Here's how this can come together:

• Summarise Overall Impact in a Profile Statement: Use the CV's opening statement to summarise years of experience, cumulative performance, and personal strengths.

• Highlight Achievements Consistently: List significant metrics and successes consistently throughout each role to build a pattern of high performance.

• Address Gaps or Shortfalls with Integrity: If gaps or lower-than-expected numbers exist, be open about these and provide brief, constructive context that maintains a positive tone.

This combination of achievements, challenges, and resilience will create a well-rounded picture of a sales professional who is both a high performer and a dependable asset.