What is measured is done. So if you focus on cold sales calls, your team will do that, no matter the output. The same on meetings. The same on deals. The same on generated revenues. The same on profit. So choose the metric you want to achieve. I’m pretty sure what is the best for any company, although at some lifepoint, you might be interested in a different objective due to your sales strategy. Selling more might in some cases not be beneficial for your start-up. And don’t confuse sales with marketing.