During the discovery phase of a Sales Cloud project at Cloud Kicks, the business analyst...

According to the Salesforce Business Analyst Study Guide (v1.2, p. 82):

“When defining success metrics for a Sales Cloud rollout, Business Analysts should distinguish between activity metrics (which measure what reps do) and outcome metrics (which measure business results). Activity metrics—such as number of calls or emails—help track adoption of new processes, but they do not directly tie to revenue goals. Outcome metrics—such as average revenue per account or win rate—directly reflect the health of the pipeline and the profitability of the sales organization.”

Additionally, the Salesforce Sales Cloud Implementation Guide (Summer ’24, p. 45) states:

“Average Revenue Per Account (ARPA) is a key benchmark for sales teams because it normalizes revenue performance across accounts of varying sizes and sales cycles. Tracking ARPA over time enables stakeholders to see whether new strategies are driving higher-value deals and to pinpoint which segments or products are most profitable.”

Option A measures activity volume but doesn’t tie directly to revenue outcomes.

Option B is a service/support metric, not a sales performance indicator.

Option C is an outcome metric that directly correlates with business goals by showing deal value trends.