Measure Customer-Facing Time to explode productivity

A mid-market software firm struggled with sluggish growth until leadership shifted from tracking admin tasks to tracking Customer-Facing Time (CFT). Within two quarters, reps increased weekly CFT from 6 to 12 hours and sales jumped by 30%.

At first, reps balked—administrative work felt urgent and required. But when they saw CFT as their true ROI driver, they carved out time from lower-value tasks. They used calendars as fences that kept them on track for calls and demos.

Behavioral science on goal commitment shows that locking in a specific metric—in this case, CFT—creates a self-reinforcing loop: you see progress in real time, which fuels more effort. And as reps talk with prospects and clients, they uncover deeper needs faster, shortening deal cycles.

Within six months, the culture flipped: every rep’s priority wasn’t chasing tickets or administrative chores, but maximizing face-time with customers. This one change drove both revenue and employee satisfaction higher.

Begin by logging each customer call and meeting for a full week, then categorize time between prospects and existing clients. Calculate your ratio and set a specific weekly CFT goal—say, ten hours—and reserve those slots before anything else. You’ll quickly see how this focus drives higher engagement and sales. Try it this Monday.