sales kpi presentation

21 Sales KPIs for Sales Teams to Track in 2023

High-performing sales teams use data as the foundation for their success. Whether looking to increase sales, maximize profit, grow the sales team or beat the competition, the good news is sales leaders have more than enough data readily available in their customer relationship management (CRM), enterprise resource planning (ERP) and other systems. The key for sales teams is to identify the most impactful data points and key performance indicators (KPIs) , interpret the findings and take action to reach or exceed sales goals. An effective way to accomplish this is through well-defined sales KPIs.

While sales managers use high-level, holistic sales KPIs that provide visibility across the entire sales team’s performance, sales reps typically focus on more tactical KPIs. For example, a sales manager may want to shorten the sales cycle or grow pipeline value, whereas a sales rep may focus on how many meetings to schedule or deals to close to reach quota. Regardless of position, a team’s ability to turn sales KPIs into an actionable plan can positively impact the bottom line.

What Are Sales KPIs?

Sales KPIs synthesize raw data into critical business metrics used to measure the activities of an individual, department or business against their goals and gauge the success of their efforts. KPIs can be tied to financial data, deal-related or about individual or team progress. Businesses use sales KPIs to evaluate and improve sales team performance, optimize the sales cycle and boost sales revenue .

Sales Metrics vs. Sales KPIs

Sales metrics and sales KPIs are closely related but not the same. Sales metrics measure the sales-related performance and activities of an individual, team or company over a period of time. Sales KPIs are a type of sales metric used to measure performance against strategic goals. Put another way, metrics are data generated by sales activities, and KPIs track whether a business meets its objectives.

Why Are Sales KPIs So Important?

Sales teams and leaders use sales KPIs to track their progress toward goals. Without sales KPIs, sales reps and managers may lack clarity about whether their efforts are producing the desired results or whether the team needs to change direction. They also use KPIs to track emerging trends and themes.

Based on the KPI, sales leaders can look deeper to identify underlying causes and how to address them. For example, if a new product is generating better-than-expected sales, additional resources could be reassigned to focus on selling it. On the flip side, if a product is underperforming due to competitive pricing pressure, then the sales team could cut prices or shift their sales efforts to another product.

Sales KPIs also offer visibility into an individual’s and team’s activities and performance so managers can ascertain whether team members — often spread out across various regions—are maximizing their efforts to achieve their goals. Close and consistent monitoring of sales KPIs ensures leaders have a clear view of where the business is heading.

How to Choose the Right KPIs

Choosing the right sales KPIs is critical to achieving sales and business targets. The most effective KPIs are specific, measurable, achievable, relevant and timely (SMART). Often, less is more: By selecting the most impactful sales KPIs, a sales team can concentrate its efforts on its main goals. After you select your KPIs, customer relationship management (CRM) software can help you create dashboards to monitor your chosen metrics. The dashboards show the KPIs in an easy-to-understand and visually compelling way so your whole team can track progress toward goals and have at-a-glance views of real-time sales data.

While sales KPIs should be chosen based on individual needs, certain KPIs can be effective for many businesses. Here are 21 commonly applicable sales KPIs:

• Monthly Sales Growth
• Average Profit Margin
• Monthly Sales Bookings
• Sales Opportunities
• Sales Target
• Quote-To-Close Ratio
• Average Purchase Value
• Monthly Calls (or emails) Per Sales Rep
• Sales Per Rep
• Product Performance
• Sales by Contact Method
• Average New Deal Size/Length
• Average Sales Cycle Length
• Lead-to-Sale %
• Average Cost Per Lead
• Retention and Churn Rates
• Customer Lifetime Value
• Average Conversion Time
• New and Expansion MRR
• Number of Monthly Onboarding and Demo Calls
• Customer Acquisition Cost

1. Monthly Sales Growth

A business can survive for only so long without growing its sales. By tracking this metric in your monthly sales dashboard, leaders can quickly spot problems and act on trends. Establishing realistic monthly sales growth targets can motivate a sales team and ensure consistent alignment of their efforts with an organization’s expectations. The formula for monthly sales growth is:

Monthly sales growth = ((Sales for the current month - sales for the prior month) / sales for the prior month) x 100

2. Average Profit Margin

Average profit margin is how much of overall sales revenue results in profits and is an important financial KPI. It’s calculated by subtracting the costs associated with producing the company’s goods and services from sales revenue. Companies can also analyze profit margins generated by specific products, sales territories and salespeople. Businesses with a wide range of products or services should monitor profit margins closely, as should companies that allow their sales reps flexibility in setting prices. This can be monitored for overall average profit margin or for specific areas. The formula for average profit margin is:

Average profit margin = (Net income / net sales ) X 100

3. Monthly Sales Bookings

Sales bookings calculates the value — factoring in associated costs — of a committed, signed or won sale over a specific period. Software-as-a-service (SaaS) sales teams often use monthly sales bookings to track the value of their wins. Leaders also use this metric to develop sales strategy and prepare forecasts. The formula for monthly sales bookings is:

Monthly sales bookings = Total new bookings sales dollars for the month - (average cost per transaction x total number of bookings)

4. Sales Opportunities

The sales opportunity metric calculates the estimated sales value of a lead based on the probability of closing the sale. Prospects are categorized into stages in your sales opportunity dashboard, such as proposal, qualified or negotiation, with each stage assigned a weighted value. The formula for sales opportunity is:

Sales Opportunity = Value of sale x opportunity status

For example, the negotiation stage of a sale may be assigned a weighted value of 0.5. If a prospect is estimated to make a $10,000 purchase, then the sales opportunity would be $5,000 ($10,000 x 0.5).

Tracking sales opportunities helps teams forecast sales and identify which leads are most worth pursuing. Increasing sales opportunities indicate the potential for generating higher sales, while decreasing opportunities may signal a need to increase sales efforts.

5. Sales Target Attainment

Will the sales team reach their sales targets, also known as quotas? Is actual revenue better or worse than forecasted? Which sales rep is trailing behind and can use some guidance? The sales target attainment KPI can help answer all these questions. In your dashboard, it compares sales performance against established targets or previous periods. Sales leaderboards are an effective way to visualize sales performance against targets. The formula for sales target attainment is:

Sales target attainment = (Sales for the current period / sales target) x 100

6. Quote-to-Close Ratio

The quote-to close ratio is the number of deals closed and won compared to the total number of quotes sent to prospects. This conversion ratio analyzes salesperson effectiveness and is typically compared to historical trends and current targets to assess performance. The formula for quote-to-close ratio is:

Quote-to-close ratio = (Number of closed and won deals / number of quotes) X 100

For example, if a sales rep sends 100 quotes to prospects in a month and wins 30 deals, the quote-to-close ratio is 30%.

7. Average Purchase Value

Average purchase value is the average amount each customer spends on a business’s products or services. One of the most cost-effective ways to boost revenue is to sell more to each customer. Teams use the average purchase value to develop sales strategies that incent customers to spend more and to forecast the value of leads. The formula for average purchase value is:

Average purchase value = Total sales / number of customers or transactions

8. Monthly Calls (or Emails) Per Sales Rep

Measuring sales activities per rep, such as the number of monthly calls or emails, is an indication of a rep’s productivity level. Keep in mind that quality over quantity matters. By reviewing activity rates alongside success rates, sales teams can focus on activities that generate more sales, faster. For example, of all the emails sent or calls placed in one month, how many resulted in a qualified lead, a meeting or ultimately in a sale?

9. Sales Per Rep

A key sales KPI for most businesses is sales generated per rep. Comparing this measurement to previous periods can help teams assess sales growth and trends. Sales managers use sales per rep to set sales targets, identify top-performing and underperforming reps, and improve individual and team performance. Since sales reps tend to be competitive, businesses use sales leaderboards to create transparency across the team and inspire reps to reach their peak performance. The formula for sales per rep is:

Sales per rep = Total sales / number of sales made by rep

10. Product Performance

Which products are top-selling, and which are behind the pack? This product performance and inventory KPI answers these questions by ranking products based on sales.

Product sales volume doesn’t always directly correlate to revenue performance. Low-price but high-volume products may account for a significant portion of total sales but may not rank in the top 10 revenue-generating products. As with most metrics, it’s important to consider other factors surrounding the product. For example, is a product experiencing a boost due to a concentrated marketing campaign? Or did a product slip because the competition rolled out an updated version at a lower price? Sales leaders can use the rankings to evaluate product market trends, while sales managers can use product performance to adjust their sales plans based on these trends.

11. Sales by Contact Method

Tracing a closed deal back to the way it originally began offers some of the best sales data and insight. By calculating the percentage of sales generated by each contact method, such as via email or in-person visit, sales leaders can arm their sales teams with the tools most effective in generating sales — and know which methods to avoid or use less frequently.

Pair this KPI with other metrics, such as contact method cost or individual rep performance metrics, to add further context. For example, a specific rep may be more successful at generating sales in person rather than sending emails, even though emails may be the company’s top tool overall. The formula for sales by contact method is:

Sales by contact method = (Sales per contact method / total revenue) x 100

12. Average New Deal Size/Length

By tracking sales dollars generated by new deals and the related duration of the sales stream, teams can gauge which offerings are most profitable for the business. Managers use this metric to compare rep performance, as well. For example, one rep may have sold 100 month-to-month subscriptions last month, while another has landed 20 bigger contracts for annual subscriptions. The formula for average new deal/length size is:

Average new deal size = Total revenue from new deals / total number of new deals Average new deal length = Total number of days to close new deals / total number of deals

13. Average Sales Cycle Length

Average sales cycle length is the average length of time from an initial interaction with a prospective customer to closing a sale. Track this metric in your sales cycle length dashboard to evaluate the efficiency of your sales process. Once a business sets a sales cycle length benchmark, it can look for ways to shorten the sales cycle. Sales managers can analyze the average sales cycle by rep to see who closes sales quickly and who needs improvement. Like many metrics, it is important to understand context. If a rep is closing a complex deal, it may take longer than closing a few smaller deals. The formula for average sales cycle length is:

Average sales cycle length = Total number of days to close all sales / total number of new deals

14. Lead-to-Sale %

The lead-to-sale percentage, or the lead conversion rate, is the percentage of leads that convert to actual sales. This KPI measures the sales teams’ effectiveness in converting a prospective customer into a paying customer. It also identifies which marketing channels work best to generate quality leads. With a lead-to-sales benchmark in place, sales managers can use this percentage along with the length of the sales cycle to evaluate the efficiency of the lead-to-sales process and the strength of the team’s pipeline. By aligning together, sales and marketing teams can bolster sales by focusing on top-quality prospects. The formula for lead-to-sale % is:

Lead to sale % = (Total number of sales / total number of leads) x 100

15. Average Cost Per Lead

Average cost per lead measures the cost efficiency of marketing campaigns and provides the marketing team with an amount that is reasonable to spend on generating new leads. Average cost per lead can be tracked in aggregate for all marketing efforts or by individual campaigns. When combined with average new deal size, marketing teams can evaluate which lead channels generate customers with higher buying power. The goal is to keep average cost per lead low while generating a high volume of quality leads. The formula for average cost per lead is:

Average cost per lead = Total cost of campaign / number of leads generated

16. Retention and Churn Rates

Retention and churn rates have a yin and yang relationship. Retention rate is the percentage of customers who stay or renew their contracts or subscriptions for a company’s products or services. This critical sales metric reflects a sales team’s ability to retain customers and generate recurring revenue. Rising retention rates indicate a business’s products or services are well-received in the marketplace and customers are loyal.

On the flip side, churn rate represents the percentage of customers who cancel or don’t renew their contracts or subscriptions for a company’s services or products. Rising churn rates could indicate a problem with a company’s offerings, customer experience or sales approach, as well as competitive reasons. Since it is more cost-effective to retain existing customers than it is to find new ones, businesses closely monitor this KPI. The formulas for retention and churn rates are:

Retention rate = ((Number of customers at the end of period – number of customers acquired during period) / starting number of customers) x 100 OR Retention rate = 1 / churn rate Churn rate = (Number of customers lost / starting number of customers) x 100

17. Customer Lifetime Value

Customer lifetime value (CLV) refers to how much a company expects to earn over the entire time it conducts business with a customer. Businesses use this important metric to determine which customer segments generate the most revenue and how much to spend to acquire new customers. The calculation for customer lifetime value involves several components. The formula is:

Customer lifetime value = Gross margin % x retention rate x average revenue per customer

For example, if a business has a gross margin of 80% and monthly customer churn of 5%, and each customer spends an average of $100 per month, the calculation would be: 80% x ( 1 / 5% ) x $100 = $1,600 of lifetime value. The goal is to see rising customer lifetime values, which signal increasing revenue from each customer over a longer period.

18. Average Conversion Time

Average conversion time is the average length of time it takes to convert a lead to a sale. Sales managers use sales conversion dashboards to monitor this metric and evaluate the productivity of the sales funnel, which cycle lengths result in the most won deals and the effectiveness of an individual rep at closing a deal. The formula to calculate average conversion time is:

Average conversion time = Total length of time to convert lead to sale / total number of new deals

19. New and Expansion Monthly Recurring Revenue (MRR)

Monthly recurring revenue (MRR) is the amount of predictable revenue a company expects to receive on a monthly basis. New MRR is the additional revenue added for the month from new customers. Expansion MRR is the additional recurring revenue generated from the existing customer base, usually due to upgrades or expanded services. These KPIs are critical for SaaS or subscription-based businesses in forecasting, understanding new revenue sources and gauging sales growth trends. The formula to calculate new and expansion monthly recurring revenue is:

Monthly recurring revenue (MRR) = (Average monthly revenue from total new and expanded accounts / total number of accounts) x total number of accounts that month

20. Number of Monthly Onboarding and Demo Calls

For some companies, such as SaaS businesses, a trial or demonstration is a critical part of the sales cycle and can help close the sale. Since leads in the demo phase have a higher likelihood of converting to sales, this is a powerful KPI to gauge both the sales funnel and the success of a rep in winning the deal.

21. Customer Acquisition Cost

Customer acquisition cost (CAC) refers to how much it costs a business to acquire one new customer. The costs to acquire depend on the business model, but factoring in all sales and marketing expenses, including salaries and overhead, can ensure a comprehensive calculation. Growing customer lifetime value and average revenue per customer, while cutting customer acquisition costs, can help maintain or increase profitability. The formula to calculate customer acquisition cost is:

Customer acquisition cost = Total sales and marketing cost / number of new customers

Visualizing KPIs With Sales Dashboards

Once business leaders choose the right sales KPIs for their businesses, they’ll need a tool to track their progress. A sales dashboard is an excellent analytics tool used by high-performing teams to centralize sales KPIs, provide transparency about numbers and increase sales productivity to motivate the sales team. Dashboards should be concise and designed in a visually appealing way that shows trends or tells a compelling story. They should enable the team to see at a glance where they stand and where they need to go.

Tracking Sales KPIs With Software

A robust CRM platform automates the entire lead-to-cash cycle, capturing data points along the way. Sales KPIs tracked in real time and displayed via customizable dashboards are quick and easy to understand. Empowered by these tools, sales teams can monitor performance, spot trends and adjust their sales process to achieve or exceed their sales goals.

Sales teams are the driving force behind sales and profit, and the pressure to perform is high. Successful sales teams use carefully selected KPIs to track and measure the performance of the entire sales organization to gain insight on how they are progressing toward their goals. Armed with key performance indicators, teams are well poised to do what they do best: sell.

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Sales KPIs FAQs

What are kpis for sales.

Sales KPIs are sales-related performance measurements used to track the activities of an individual, a department or a business against predetermined goals.

How do you calculate KPI for sales?

Calculations for sales KPIs vary according to the specific KPI. Sales dashboards can help you tap into analytics tools and show KPIs in a simple-to-understand and visually compelling way.

What are the 5 key performance indicators?

While key performance indicators vary widely by industry, roles and sales organization, monthly sales growth and average profit margin top many lists.

How can sales KPI be improved?

To improve sales KPIs, set KPI targets, monitor activity and make improvements in the sales process to reach established goals.

Top Accounts Payable (AP) KPIs to Track

It’s pretty well established that finance leaders are continually striving to use data more effectively, with an imperative to produce better reporting on key performance indicators (KPIs) and identify areas to realize cost…

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The Ultimate Guide to Sales KPIs and Metrics – 43 KPIs You Should Track in 2024 (+ Dashboard Examples)

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Do you know what one of the biggest mistakes sales teams make is?

Trying to track and fit too many sales metrics and KPIs in a single dashboard.

Think of it like this – the simplest dish recipe usually works best. If you keep adding ingredients, flavors start to mix, consistency changes, and you lose track of what you want your dish to taste like in the first place.

Too many ingredients in a dish can muddle the flavors. Just like a well-chosen few can create a delicious meal, simplifying your sales metrics helps you create a better sales strategy.

For example, an executive dashboard will look very different than one designed for SDRs.  

But how will you know which specific sales KPIs and metrics to track? In this report, that’s exactly what we’ll cover.

We’ll show you what sales KPIs are, how they work, which ones are the most important for sales reps to track, and explain how you can build a professional-looking sales dashboard for your organization.

Not only that, but we’ve also compiled insights and advice from some of the industry’s leading experts on the topic. 

Let’s dive in.

What Are Sales KPIs?

Why are sales kpis so important, how to choose the right sales kpis and metrics, which kpis and metrics should you include in a sales dashboard, top 10 sales rep kpis to include, 3 types of sales kpi dashboard examples, build your sales dashboard in databox for free.

Sales KPIs are measures that companies use to properly track and evaluate sales team performance and the performance of all executed sales activities.

These KPIs help businesses better understand the performance of their sales processes, set goals, and identify areas for improvement, but they can also ramp up your team’s efforts to hit their sales targets.

Common sales KPIs include sales growth, target achievement, average deal size, sales cycle length, and more.

The KPIs you choose to track will vary depending on the industry, company size, and sales strategy. But the general rule of thumb is that ‘less is more.’ Ideally, you should focus on 5-8 sales KPIs.  

Sales KPIs are important because they provide you with direct insights into your sales team’s performance and help you pinpoint training opportunities, and pipeline issues.

With that information, you can work on maximizing your profit and optimizing your sales process and daily sales tactics.

They’re also crucial for strategic decision-making.

Once you understand which products or services are performing well, which sales strategies are effective, and which markets are lucrative, your business can make informed decisions about where to focus its resources.

Some companies even use them to motivate their sales team and boost morale by setting clear targets and rewarding achievements based on the KPIs.

You already know how important it is to track sales KPIs and metrics, but with dozens of different ones available, how do you know which to focus on?

The process starts with setting the specific goal you want to achieve and then seeing which KPIs will provide the most insight into your progress.

For instance, if your objective is to increase market penetration, tracking new customer acquisitions would be more relevant than focusing on repeat sales.

Another important aspect is to consider the timeframe for each KPI.

Some metrics, like daily sales, need to be monitored continuously, while others, like customer lifetime value, are more long-term.

That’s why you need to regularly review (and, if needed, make adjustments) your KPIs to make sure they remain aligned with your strategies and overall market conditions.

Did you know that 66% of the companies we surveyed have between two and five sales-related dashboards? Others mostly deal with only 1 sales-related dashboard.

And, while all survey respondents are using dashboards, 23% are new to using them. 

The number of sales dashboards your company has tends to increase as your team grows.

This makes sense given that as your team grows, there are also more sales roles. And the KPIs for BDRs & SDRs are different from the ones for marketing, sales managers, or executives.

The majority of surveyed companies monitor and analyze their KPIs for Sales and Marketing, such as:

• Percentage of Leads in Each Lifecycle Stage
• MQL-to-Customer Conversion Rate
• Average Length of Customer Lifecycle
• Volume of New Opportunities
• Cost Per Lead, Cost Per Acquisition
• Customer Retention Rat
• Average Revenue per Account
• Net Promoter Score (NPS)
• Customer Lifetime Value (CLV)

A large minority (approximately 40%) also monitors and analyzes sales KPIs for Business Development Reps, such as:

• Opportunities Created
• Proposals Sent
• Client Acquisition Rates
• And sales KPIs for Sales Managers:
• Sales Volume by Location
• Competitor Pricing
• Existing Client Engagement
• Employee Satisfaction
• Upsell and Cross-Sell Rates
• Sales Cycle Length

Lastly, about one-third of respondents monitor and analyze KPIs for Sales Development Reps, such as:

• Average Response Time
• Percentage of Leads Followed Up With
• Positive vs. Negative Reply Rates
• System Touches
• Meeting Acceptance Rates
• SQL-to-Customer Conversion Rate
• Deal Win-Loss Ratio

To get the most out of your team as a sales leader, it’s crucial to know which sales KPIs and metrics to track and why these metrics matter. 

So, to uncover some unique KPIs that sales managers are tracking, we asked sales professionals to tell us about the KPIs they’re most focused on right now. 

The sales KPIs we’ve gathered in this post span over the entire customer lifecycle—from first touch to retention—each with respondents’ thoughts on why tracking that KPI is useful and important for their sales dashboard.

• Percentage of Leads Generated
• Number of Qualified Leads
• Lead Response Time
• Email Open Rates
• Number of Follow-Up Meetings
• Call-Show Rate
• Last Contact/Communication
• Conversation Drip
• Brand Mentions
• Visitor-to-Lead Conversion Rate
• Leads to Opportunities
• Number of Deals on the Board
• Deals by Stage
• Sales Stage Conversions
• Duration Per Stage
• Deals by Acquisition Channel
• Repeat Sales Per Channel
• Per-Session Value
• Pipeline Velocity
• Opportunity Pipeline Multiplier
• Average Time to Conversion
• Average Time to Lose
• Percentage of Sales Team Members Hitting Their Quotas
• Conversion Rate
• Client Acquisition Rate
• Close Rate Percentage
• Revenue Per Deal
• Monthly Sales Growth
• Average Profit Margin
• Customer Lifetime Value
• Customer/Client Retention
• Churn by Rep

1. Percentage of Leads Generated

Percentage of leads generated is a sales metric that measures the proportion of leads (potential customers) generated by a particular source, campaign, or effort about the total number of leads generated over the same period.

Alejandra Melara of Gray Group International says that “having an understanding of the percentage of leads your company is generating will not only keep your sales representatives motivated, but you will also be able to track and measure your team’s performance”.

“Are they reaching established quotas? Are quotas set too high—or maybe too low? Tracking the percentage of leads generated lets you make decisions based on your team’s performance.”

You can track this data easily by using a  sales leads dashboard .

2. Number of Qualified Leads

Number of qualified leads is a sales KPI that refers to the count of potential customers who exhibit a strong likelihood of purchasing a product or service from your company.

By focusing on qualified leads, sales teams can allocate their resources and time more effectively, concentrating on those that are more likely to convert into sales.

For Michael Richard of Whetstone Education , the “most important sales KPI to track is the number of sales-qualified leads you receive.”

“Receiving a lead is an exciting part of any sales manager’s day or week. However, understanding whether or not that lead has real value helps you determine how to allocate your time and energy. Working in a SaaS company with a year-long sales cycle means that I have to carefully choose the leads I follow up on so I don’t waste my team’s resources.

Typically, I can quickly test whether or not a lead is qualified by how much information the person provides—and by his/her email address.”

3. Lead Response Time

Lead response time refers to the amount of time it takes for a sales team or individual representative to respond to a lead after they make an initial inquiry or show interest in your products.

The quicker a sales team responds to a lead, the more likely they are to engage successfully with it.

Amanda Daume of Revenue River points out that “the insight that can be drawn from lead response time is three-fold.”

“Are your reps following up with leads in a timely fashion? Are they following up in a way that systematically follows the process they’ve been taught? Is there a bunch of unnecessary friction that should be eliminated from the lead routing process?”

4. Email Open Rates

Email open rate shows how many users open your emails.  

It’s calculated by dividing the number of emails opened by the number of emails sent (excluding those that bounced), and then multiplying the result by 100 to get a percentage.

For instance, if a company sends out 1,000 emails and 200 of them are opened, the email open rate would be 20%.

It’s important to note that email open rates can vary widely depending on the industry, the type of audience, and the nature of the email (promotional, informational, etc.).

Roman Kniahynyckyj of  LyntonWeb advises that you should “track emails sent, types of emails, and open rates” to gain a better understanding of your email efficiency.

He says “you want to see if prospects are engaging with your emails regularly. The more frequently they open emails from you, the more likely they are going to be to talk with you and ultimately buy from you.”

Expert Recommendation: Tracking your open rates is good – but what about other email metrics like unsubscribers, email CTR, new subscribed contacts, etc.? Unfortunately, keeping an eye on all of these metrics within the ESP can get far too complicated. But with our free Mailchimp Campaign Overview Dashboard , you can streamline the entire process. And if you use another ESP, don’t worry, we have 100+ integrations you can choose from.

5. Number of Follow-Up Meetings

Number of follow-up meetings is a sales metric that refers to the number of additional meetings a sales rep has with a potential client after the initial contact.

In some cases, it can also reflect the effectiveness of the initial meeting. A need for numerous follow-ups might suggest that the initial meeting didn’t fully address the client’s needs or concerns (but that’s not necessarily always the case).

In fact, Oliver Lopez of  Structsales says that “if you bring enough value to the first meeting, the client is more likely to want to meet with you again!”

6. Call-Show Rate

The call-show rate is a KPI that refers to the percentage of scheduled sales calls that actually result in the prospect showing up and participating in the call.

This KPI helps evaluate your appointment-setting process and the quality of leads your team is pursuing.

Brandon Fargo of Brahvia Consulting emphasized the importance of this KPI and asked – “how often are your booked sales presentations showing up for the call?”

“This is important because sales are a numbers game. If your show rate is lower than 50%, then you have an issue and should dig into why people are not showing up. Is it a problem with the salesperson? Are people not sure about your company or solution before they even hear about it? These could all be issues.”

7. Last Contact/Communication

Last contact is a metric that shows the most recent point of communication between a sales representative and a potential or existing customer.

This metric is great for helping you track follow-up activities. When you know when a customer was last contacted, you can plan follow-up actions, ensure regular engagement, and avoid over-contacting.

“Activity is incredibly important, and tracking last contact/activity ensures that leads are being contacted and deals are being followed up on,” says Tim Parkin of  Parkin Consulting .

“If the sales team is taking action, the opportunities and deals will follow suit. This is why  tracking sales activity  (last contact) as a KPI is so important.”

8. Conversation Drip

Conversation drip is a data point that tells us how many “winnable” prospects the sales team missed out on or couldn’t close.

Marc Bernstein of Balto Software goes into detail on how this KPI works:

“Here’s a quick summary: let’s say that your sales team closes 30% of their calls—a super respectable number. We know that this means 70% of their calls didn’t close. Where did 70% of your business go?

“We’ll start with a conservative scenario. Let’s say that out of the 70% of calls that didn’t close, 80% of them were ‘unwinnable.’ This means that for whatever reason, for 80% of your lost calls, there was no way the buyer would have moved forward with your solution no matter how good the pitch was.

Here, the unwinnable calls represent 56% of all calls: 70% of all calls didn’t close, and 80% of those calls were unwinnable. 70%  x  80% = 56%.

Here’s where the math gets a little frightening. Even though you closed 30% of your calls, which for many sales teams is a feat in itself, and even though 56% of all the calls that came your way were unwinnable, you still left 14% of your calls on the table.”

This is the chunk that was winnable—but lost. Fourteen whole freaking points.”

9. Brand Mentions

Brand mentions refers to the number of times a brand is mentioned across various platforms, such as social media, websites, blogs, news articles, and other sources.

It’s primarily used in marketing, sales, and brand management to assess overall brand popularity and visibility.

Jonathan Mentor of Successment says that this is “one of the most important sales metrics marketers and sales pros should be tracking.”

“In an increasingly social market, brand mentions online are often overlooked as an important sales metric. If people are discussing brands online, it indicates that they are contemplating a sale, voicing an opinion about a sale, or expressing dissatisfaction with a sale.

By carefully curating brand mention data and aggregating it, the sales and marketing pipeline can become more targeted and agile.”

Expert Recommendation: To stay on top of brand mentions – and all the other relevant social media metrics – you can use our free Social Media Awareness & Engagement Dashboard . You can set it up in a matter of minutes and track all key social metrics like Twitter followers, Facebook Page likes, social media sessions across platforms, and more.

10. Visitor-to-Lead Conversion Rate

Visitor-to-lead conversion rate is a KPI we use to measure the percentage of visitors on a website who take a desired action, such as filling out a contact form, signing up for a newsletter, downloading a brochure, or similar.

To calculate the visitor-to-lead conversion rate, you divide the number of leads generated over a certain period by the total number of visitors to the site during that same period, and then multiply the result by 100.

For example, if a website had 1,000 visitors in a month and 50 of them filled out a contact form, the visitor-to-lead conversion rate would be (50 leads / 1,000 visitors) * 100 = 5%.

“For any business that has a strong online presence, track the ratio of the number of visitors to your site in relation to how many of them become leads,” says Jared Weitz of  United Capital Source .

“This KPI is a strong indicator of your website’s conversion rate optimization. Be sure to have a clear definition of what a lead is (i.e., signing up for a product or subscribing to an email list) to best capture this metric.”

11. Leads to Opportunities

Leads to opportunities is a sales metric that refers to the process and rate at which potential leads (prospective customers) are converted into opportunities.

In sales, an “opportunity” is a lead that has been qualified and is now considered to have a realistic chance of becoming a customer.

Businesses can use this metric to evaluate how efficient they are in moving prospects further down the sales funnel.

COFORGE ’s Eric Melillo adds that this metric also “allows a sales manager to monitor inbound lead flow versus actual opportunities.”

“It can also help evaluate when there might be trouble with lead quality or missed opportunity advancement from your sales reps.”

12. Competitor Pricing

By tracking and analyzing competitor pricing, you’ll have a better idea of how to position your own offers in the market.

You can also benchmark the prices to make sure you’re products aren’t priced too high or too low compared to similar offers.

With this data, you can choose to position yourself as a cost leader (offering lower prices) or as a premium brand (higher prices but presumably better quality).

David Finch of  Purple Frog  recommends tracking competitor pricing as “sales teams need to fully understand the price of competitors to understand where their value lies.”

“You can be more expensive, so long as you understand what extra value you deliver for the premium. But if you don’t know the premium, you cannot ascertain the price you need to justify the value. In my experience, so many sales teams regard competitor pricing as something they need to beat as opposed to explaining away.”

13. Number of Deals on the Board

Number of deals on the board shows the total number of potential sales deals that a sales team (or a single rep) is currently managing or pursuing.

You can use this metric to gauge the volume of your sales opportunities at any given time.

Martin Shervington of  Plus Your Business advises us to “track the number of deals on the board along with a pinned note explaining why it’s a deal”.

“For example, it’s a deal based on a sales rep’s conversation with a prospect. Then at ‘Qualified Sales Deal,’ for example, there will be one in three conversions to ‘Customer,’ verified at the end of a sales cycle for accuracy of the salesperson’s judgment.”

14. Deals by Stage

Deals by stage is a sales KPI that tracks the progress of potential deals through different stages of a sales pipeline.

In a typical sales process, a deal moves through several stages before making a purchase. These stages often include initial contact, qualification, proposal, negotiation, and closure, among others.

AJ Alonzo of demandDrive points out that “organizations traditionally look at their sales pipeline like a funnel, but we’ve started to see a different shape emerge for us – a bell curve.”

“Pipelines with more deals in the middle tend to be healthier than the traditional pipeline with more deals on the top. Don’t get me wrong, it’s great to see a pipeline full of deals at 0% (so much opportunity), but reps tend to be more motivated to work the deals that are in the 50-75% range due to their propensity to close.

Each activity in those accounts holds so much more weight, and reps know it. Having a bunch of those deals floating around in the middle gives us more motivated and excited reps, and that feeling trickles into the 0-25% bucket.”

Expert Recommendation: Want a comprehensive, birds-eye overview of your sales pipeline? Download our free Pipeline Performance Dashboard and see how easy tracking can be. All you need to do is connect your pipeline CRM, choose the metrics you want to track, and then visualize them with a few clicks of a button.

15. Sales Stage Conversions

Sales stage conversions measure the effectiveness with which potential sales opportunities are moved through different stages in your sales pipeline.

In other words, it tracks how well your team converts leads into prospects, and then into customers

Michael Maynes of  CIENCE  recommends tracking sales stage conversions and “not just from opportunity open to closed, won or lost, but also the stage-to-stage movement, i.e., Disco to Evaluation, Evaluation to Validation, Validation to X, etc.”

16. Duration per Stage

Duration per stage refers to the exact amount of time a potential deal spends in each stage of the sales process.

Shorter durations might indicate that our sales strategies are on point, while longer durations could suggest bottlenecks in the process.

Andrea Lechner-Becker of  LeadMD says that “duration per stage is a great metric, regardless of your go-to-market strategy.”

“After creating the opportunity, optimizing the amount of time to move through the funnel becomes paramount. It’s low-hanging fruit to take people already in the sales cycle and feed them content that expedites their current or future stages.

It’s also a great way to  create sales and marketing alignment  because marketing acts in service of improving the experience for people sales is already in conversation with, thus avoiding the classic demand gen issue of bad leads.”

17. Deals by Acquisition Channel

Deals by acquisition channel is a sales metric that refers to the categorization of business deals based on the channels through which the customers were acquired.

It helps in identifying which channels are most successful at acquiring customers who eventually make a purchase. Common channels are social media, email marketing, referrals, direct visits, SEO, and PPC advertising.

Foundation Marketing ’s Josh Gallant mentioned how “there are plenty of great metrics B2B sales managers should be keeping tabs on—close rates, calls scheduled, average deal size—the list rolls on forever. But the thing with these metrics is they’re all focused on the bottom of the funnel.”

He says that “this is where the disconnect between sales and marketing always seems to fall.”

“One of the best ways to measure top-to-bottom performance and keep your sales and marketing teams motivated is by tracking deals closed by acquisition channel . You’ll start to learn where your best customers are coming from, which marketing can then use to double down on your best sources of leads.”

18. Repeat Sales per Channel

Repeat sales per channel is a sales KPI we use to evaluate the effectiveness of different sales channels in generating recurring business.

This KPI specifically measures how often customers make repeat purchases through the same sales channel.

“Repeat sales per channel is an essential sales KPI,” says John Donnachie of  ClydeBank Media . “A lot of focus is put on new sales and reaching more customers, which is important, but if we’re letting the customers that will be easiest to sell to stagnate and go without attention, then we’re leaving money on the table.”

“Repeat customers are the best customers, and they require less effort to sell to. Additionally, it is unsustainable to only acquire new sales without tapping into our existing sales base.”

19. Per-Session Value

Per-session value refers to the average value a business generates from each session on a website, app, or during any customer interaction.

This KPI helps businesses understand how much value, typically in terms of revenue, each session to their platform contributes on average.

To calculate the per-session value, you take the total revenue generated within a specific period and divide it by the number of sessions during that same period.

“Per-session value makes it easy to compare traffic sources with vastly different amounts of traffic,” says Branko Kral of  B King Digital . “Many times, a small channel or landing page may be getting overlooked even though it’s powerful in closing sales whenever people do visit your site through it.”

“One way in which this metric enables comparison is by benchmarking to click cost. Imagine you advertise for direct response sales on Facebook, Google Ads, and AdRoll. You get different amounts of sessions (clicks) from each of the three. And the three traffic segments behave differently, too.

A thorough analysis of the differences in behavior may be helpful. But you can also just look at per-session values and see how much in sales each click brings you, on average.

Imagine this: cost per click is $4 on Facebook, $8 on Google, $0.50 on AdRoll. Per-session value is $3 for Facebook, $16 for Google, $0.30 on AdRoll. Google is the only one making you money via direct response website sales, even though clicks there cost you the most.”

20. Pipeline Velocity

Pipeline velocity is a sales KPI that measures the speed at which deals move through a company’s sales pipeline.

It’s typically calculated by multiplying the number of opportunities (deals) in the pipeline by the average deal value and the win rate and then dividing this product by the average length of the sales cycle.

Dan Liska of  AutoVerify says that “if sales leaders have to focus on a single KPI, it should be pipeline velocity. Pipeline Velocity takes into account the way a sales team prospects (active opportunities), demos (average sales size), move the deal through the stages (sales cycle) and closes.”

“It’s also very useful for forecasting as pipeline velocity can be multiplied by the number of selling days in a month,” adds  Mobials Inc. ’s Samantha Kohn.

21. Opportunity Pipeline Multiplier

The opportunity pipeline multiplier KPI is essentially used to evaluate the health of your sales pipeline.

You can calculate it by comparing the total value of opportunities in the sales pipeline to the sales target for a given period. This ratio helps in assessing whether there are enough opportunities in the pipeline to meet sales targets.

For instance, if the sales target for a quarter is $100,000 and the total value of opportunities in the pipeline for that quarter is $300,000, the Opportunity Pipeline Multiplier would be 3. This means that the pipeline has three times the number of opportunities needed to meet the sales target.

SocketLabs ’ Keith Hontz recommends tracking your opportunity pipeline multiplier because “sales reps should maintain a 3-4x pipeline multiple of their revenue target.”

22. Average Time to Conversion

Average time to conversion refers to the average amount of time it takes for a potential customer to convert into an actual customer after initially engaging with your business.

Naturally, a shorter average time to conversion suggests a more efficient sales process, whereas a longer time might indicate there are some issues that you need to resolve.

Bernard May of  National Positions  points out that “depending on your business model, it may take multiple touchpoints and nurturing for leads to convert. Understanding how long it takes to convert a lead (on average) will help you set expectations for your sales team.”

23. Average Time to Lose

Average time to lose refers to the average amount of time it takes from the initial engagement with a potential customer to the point where it becomes clear that the sale will not be successful.

Analyzing the reasons for lost sales and the time taken can help in identifying weaknesses in the sales process. This could be in terms of initial qualification, pitch effectiveness, follow-up strategies, or understanding of customer needs.

Kiite ’s Joseph Fung says that a lot of companies “track time to win, but few track the time it takes a deal to be marked ‘closed-lost’.”

“The status quo lets reps get away with poorly qualified leads: letting a deal linger in your pipeline doesn’t show up.

However, if you start reporting on time to lose—and make it clear you want that number to be low—it’ll make sure deals are getting disqualified earlier in the process and will give you a pipeline report that’s much more reliable.”

24. Percentage of Sales Team Members Hitting Their Quotas

This KPI measures the proportion of salespeople in a team who are achieving or surpassing their individual sales targets or quotas.

Knowing how many team members are hitting their quotas can serve as a motivational factor. Teams may strive to improve their performance when they see a certain percentage of their peers succeeding.

Best Company ’s McCall Robison mentions that this KPI is important “because it lets you know whether or not your quotas are realistic.”

“If less than 60% of your team is hitting quota, you likely need to reevaluate your goals. You want your quota to be difficult but not unreachable. Also, if more than 90% of your team is hitting quota, you likely have the opposite problem: your quota is too easy. Each quarter, take a look at your percentage of the sales team hitting quota and base your new numbers on that. Re-evaluate every quarter to ensure you have realistic and up-to-date numbers.”

Expert Recommendation: Are you tracking your sales team’s performance manually for each sales rep? If so, you’re probably flushing countless hours (and nerves) down the drain. You can simplify the process by getting our free HubSpot CRM Sales Rep Activity Dashboard . Track metrics like meetings, notes, and calls for each of your sales reps in a single place.

25. Conversion rate

Conversion rate measures the effectiveness of your sales process, marketing strategy, or product offering.

It’s calculated as the percentage of potential customers who take a desired action. This action could be making a purchase, signing up for a service, subscribing to a newsletter, or any other measurable activity that reflects a successful outcome of the sales or marketing efforts.

Greg Schraff of  Digetry  advises that businesses should “look closely at the leads that are converting: do they have themes, traits, or user behaviors in common? Clues like this allow you to target the best prospects for your products or services.”

He also says that “sales managers should also track conversation rates associated with existing customers. This measures the percentage of existing customers who have renewed their business or have been upsold on additional products.”

“This metric is also important because it indicates success in increasing customer lifetime value, which ultimately shows a successful product through satisfied customers. Renewing existing customers is beneficial for any company because it doesn’t entail additional customer acquisition costs.”

26. Client Acquisition Rate

The client acquisition rate KPI measures the rate at which a business gains new clients over a specific period. It provides insights into how well a company is expanding its customer base.

To calculate the client acquisition rate, divide the number of new clients acquired in a given period by the total number of potential clients or leads, then multiply by 100.  

For example, if a company had 100 potential leads in a month and successfully converted 25 of them into clients, the client acquisition rate would be 25%.

Thumbprint ’s Morgan Lathaen says that we should “compare client acquisition rates to the number of prospects a rep reaches out to. If you find that conversions decrease after a certain number of touches, use that number as a benchmark to prevent your reps from getting burned out or stretched too thin.”

“Lastly, use client acquisition rates to compare different outreach methods, such as emailing or cold calling versus pursuing face-to-face interactions.”

27. Close Rate Percentage

Close rate percentage measures the effectiveness of your sales team or individual representative.

It’s calculated by dividing the number of sales closed (i.e., deals that have been completed and resulted in a sale) by the total number of sales opportunities (leads that could potentially turn into a sale), and then multiplying the result by 100.

For example, if a salesperson had 50 sales opportunities in a month and successfully closed 10 of them, their close rate percentage would be (10 / 50) × 100 % = 20 %. You can monitor any changes with a SaaS Sales (CSO) Dashboard Template , which offers tracking this and other valuable sales metrics.

Avidly ’s Henri Pallonen says that the “close rate percentage is by far one of the most important KPIs a sales manager should track.”

“Every sales team should be able to have a clear sales process and corresponding steps to follow based on where the customer is in the sales pipeline. If a business is having a problem getting a clear number for the close rate, it’s a signal that there is a problem with the previous steps.

“You want your close rate to provide valuable info so you can actually enhance your score and get great insights on lost deals and what should be done differently. When you backtrack close rate, you’ll be able to enhance your sales a lot,” Pallonen says.

28. Revenue per Deal

Revenue per deal is a sales metric that measures the average amount of revenue generated per sale.

We calculate it by dividing the total revenue generated within a certain period by the number of deals closed during that period.

Jonathan Aufray of  Growth Hackers says that this metric is crucial because “a lot of sales managers focus on the number of deals they close but forget about how much revenue they bring per deal.”

“If you close 30 deals per month and the average of each deal is $200, it means you bring in $6,000 in revenue. In that case, it might be interesting to focus on larger accounts and only close five deals at $2,000 each. This is not about the number of deals a sales manager closes but the quality of these deals.”

It is always important to keep an eye on your growth rate, and by using an accurate growth rate percentage calculator , you can get more insights on how your business is performing.

29. Monthly Sales Growth

Monthly sales growth is a sales KPI businesses use to measure the increase or decrease in the company’s sales revenue over a month.

It’s calculated by comparing the total sales revenue for a particular month with the sales revenue from the previous month.

Maxburst ’s Andrew Ruditser recommends tracking monthly sales growth because it “keeps you aware of if your sales are increasing or decreasing each month.”

“It’s important to track your monthly sales growth because it will help you identify which strategies are increasing your revenue—and which are not. If your sales increase one month but then decrease the next, you know you must change your strategy to make it increase again.”

A Financials Overview Dashboard Template can help you keep an eye on your sales growth and take action in real-time if something needs to change in your strategy.

30. Average Profit Margin

The average profit margin refers to a financial ratio that shows the percentage of profit a company makes for each dollar of sales.

Premium Joy ’s Hassan Alnassir points out that a “business is ultimately all about the bottom line, and the key metric to evaluate that is the profit ratio for the offerings.”

“Profit margins help you know how much you can reduce pricing without losing money. By knowing net margins, you can judge whether you should increase the prices—and by how much based on the selling rates.

To make things simple, you should find the average profit margin across all your products or services. You can then utilize the average net margin along with the average number of monthly sales for one year to figure out how much you’re earning roughly every month.

If you’re selling using Shopify or WooCommerce, all the sales data needed to calculate the profit margins should be available in the online dashboard, ready to be exported.”

31. Customer Lifetime Value

Customer lifetime value (CLV) metric measures the total revenue a business can reasonably expect from a single customer account throughout the business relationship.

In other words, it estimates the total amount a customer will spend over their lifetime as a customer. This isn’t just a single purchase but includes all future transactions.

Hima Pujara of  Your Team in India says that “every sales manager should measure CLV at regular intervals to maintain business sustainability.”

“There are a couple of methods for measuring CLV:

• (Annual revenue per customer  x  customer relationship in years)  –  customer acquisition cost.
• Gross margin %  x  ( 1  /  monthly churn )  x  average monthly subscription revenue per customer.

Keeping track of the churn rate (the number of people who cancel their subscription in any given month) with a sales dashboard software is essential while calculating CLV. Furthermore, the CLV/CAC ratio reveals the health of the business. If CAC is higher than CLV, businesses struggle to grow. Lead nurturing campaigns are a great way to reach out to existing customers and increase the lifetime value of your customers.

Focus on optimizing this ratio so that your business can grow at a healthy rate. The ideal LTV/CAC should be 3:1. If the ratio is 1:1 or 5:1, it means you are spending too much or too little, respectively.”

Tracking LTV in general, is important and Stripe SaaS Key Revenue Metrics for Decision-makers Dashboard Template offers this and other relevant metrics to help you decide what your next steps should be.

32. Customer/Client Retention

Customer retention refers to the ability of a business to retain its customers over a period of time.

It measures the percentage of existing customers who continue to buy from your business over a specific period.

Naturally, higher customer retention means customers are satisfied with the service and are more likely to make repeat purchases.

“I think the most important sales KPI should be existing customer/client retention,” says Rachael Jessney of  Atelier .

“Everyone knows that it takes much less effort to retain and upsell to an existing customer than it is to acquire a new one. Despite this, sales teams tend to be focused solely on acquiring new customers, with much less effort centered around client satisfaction and retention.”

33. Churn by Rep

Churn by rep is a sales metric that measures the rate at which customers stop doing business with a company (churn), broken down by individual sales representatives.

Text Request ’s Kenneth Burke points out that it “takes a lot to bring in new customers, but it doesn’t matter how many you bring in if they all stop working with you after a few months.”

“Look at churn by rep (and lifetime value of those churned accounts), and use that information to guide your sales process. Are reps asking the right questions? Are they setting the right expectations?”

PRO TIP: Monitor Your Sales Team’s Performance in One Dashboard

Smart Sales Managers know that to achieve your monthly and quarterly goals, you have to monitor your team’s sales performance on a daily, weekly, and monthly basis. To do that, you need an actionable dashboard that summarizes both team and individual sales rep metrics and allows you to:

• Understand the current sales pipeline.
• Track sales rep performance.
• Compare team results to revenue goals.

If you use the HubSpot CRM, you can benefit from the experience of our sales experts, who have put together a plug-and-play Databox template showing some of the most important metrics for monitoring your sales team performance. It’s simple to implement and start using as a standalone dashboard or in sales reports, and best of all, it’s free!

You can easily set it up in just a few clicks – no coding required.

To set up the dashboard, follow these 3 simple steps:

Step 1: Get the template 

Step 2: Connect your HubSpot account with Databox. 

Step 3: Watch your dashboard populate in seconds.

“ All sales reps should do is sell ” – well, that’s not true.

Straight-on selling and talking to prospects is usually just one part of their day. There are a lot more activities that (should) take place.

From writing emails and researching leads to cleaning and adding data, these tasks help them close more deals.

But there’s one more key thing here – tracking KPIs and measuring the impact of these activities.

If you’re sales reps aren’t tracking their performance, they won’t know which strategies are working, how many deals they’re closing, where the best leads are coming from, and miss out on a ton valuable insights.

The question is – which sales reps KPIs should they track?

Below, we’ve compiled insights from industry experts on what they think are the best indicators to keep an eye on.

• Sales Qualified Leads (SQL)
• Minutes on the Phone
• Meeting / Presentation / Demo Conversion Rate
• Follow-Up Conversion Rate
• Percentage of Sales Pipeline with Multiple Contacts Engaged
• Approach to Presentation Ratio
• Monthly Revenue
• Number of Appointments Booked

1. Sales Qualified Leads (SQL)

Sales qualified leads (SQL) refer to potential customers who have been researched and vetted by both the marketing and sales teams and are considered ready for the next stage in the sales process.

Put simply, not all leads are equal. They are usually categorized into different stages based on their readiness to buy. An SQL is a lead that has moved beyond the initial stages and is ready for direct sales engagement.

Ashley Sterling of  The Loop Marketing  explains why SQLs should be a KPI your sales reps should monitor:

“While leads are important, quality over quantity is where your company will see revenue and overall company health increase. Communicating clearly from sales to marketing when a qualified lead is in progress will enhance your company’s capability to narrow the top of the funnel and expedite closing.

Having clear communication to recognize and identify those leads is a key way to make sure your sales and marketing teams are working together to launch the company into higher YOY earnings.”

2. Sales Volume by Location

Sales volume by location is a sales KPI that tracks the quantity of goods or services sold in different geographical areas.

It helps businesses analyze which locations are performing well and provides insight into market penetration in different regions.

Eloah Manzoli of Shophysio  says that “sales volume by location is a big one for me – especially when we’re targeting such a large geographic region (the United States) with our range of physical therapy and health equipment, we’re keen to see how the sales are doing across the whole of the US but also on a state-by-state level.”

“Whilst we may rely heavily on some regions, we need to ensure we’re not falling too far behind in others. This lets us keep a tight level of control on not only my sales but also from other members of our team.”

3. Minutes on the Phone

Minutes on the phone refers to the amount of time a salesperson spends talking to potential or existing customers on the phone.

San Diego Team Building ‘s Jeremy Cross thinks “sales reps should be tracking minutes on the phone to close a deal. This timing metric is a common one for customer service agents, to spend less time fixing any one issue.”

“For sales reps, the lowest possible time may not be ideal. In some industries, spending more time will make the lead more invested and therefore more likely to buy from you. As a rule of thumb, if your product is $250 or less, you should probably be aiming for quick calls. Higher ticket sales can be longer but still aim to be internally consistent between sales periods and sales reps,” Cross summarizes.

However,  DealBloom ‘s Justin McGill adds that you can expand this to “the key activity you want reps making. Obviously, revenue generated and deal flow should be in every report, but it’s the activities that lead to those deals that should be tracked.”

“Whatever it is in your business (ie, # of calls, # of emails, # of voicemails, etc). Maybe it’s a mix, but the actions taken are what lead to the results you want.”

Expert Recommendation: If you’re using CallRail to track your team’s call activities, you’ve probably experienced first-hand just how complicated gathering data can be within the platform. Luckily, you can now compile all of your most relevant call metrics in one place – using our free CallRail Overview Dashboard .

4. Meeting/Presentation/Demo Conversion Rate

This sales KPI measures how effective sales reps are in converting leads into actual customers through sales meetings or demos.

You calculate it by dividing the number of successful sales (or the number of customers who agree to purchase the products) by the total number of sales meetings or demos held.

For example, if a salesperson conducts 100 meetings or demos and makes 25 sales as a result, the meeting/demo conversion rate would be 25%.

David Haar of Hubbard Radio PHX says that “if I had to pick just one KPI, I would pick the percentage of meetings or presentations that turned into closed/won clients.”

“Being able to know how this part of your pipeline works is paramount to achieving your monthly/quarterly/annual sales goals.

For example, If 50% of your meetings turned into new clients and you think you need four new clients a month to hit your goal, then you need to make sure you have eight high-quality meetings or presentations a month.

From there you can build out how many prospects you need to have in your pipeline and get to eight meetings or presentations that will, in turn, lead to four new clients.”

Haar summarizes that “the salesperson can reverse engineer the entire process to make attaining their goals measurable and attainable!”

5. Follow-Up Conversion Rate

The follow-up conversion rate measures the proportion of potential customers or leads that are converted into actual customers after follow-up interactions.

This could include follow-up calls, emails, meetings, or any other form of engagement that occurs after the initial contact.

The follow-up conversion rate is typically calculated by dividing the number of sales achieved through follow-up efforts by the total number of follow-up attempts made.

Beekeeper ‘s Alexandra Zamolo thinks that “every sales rep should track how successful their follow-ups are.”

“Unfortunately, we can sometimes lose track of potential customers who didn’t say “yes” immediately. It’s important to not only follow up, but to keep track of how successful your strategies are. This way, you can easily change things up when the need arises.”

6. Percentage of Sales Pipeline with Multiple Contacts Engaged

This KPI specifically measures the proportion of potential deals or opportunities within the sales pipeline where multiple contacts or decision-makers from the client’s side are actively involved in the sales process.

Ed Marsh of  IntentData.io  explains why this KPI is important to track:

“You will fail if you’re only engaging with a single deal champion. Whether you lose to competitors or to the status quo doesn’t matter. It’s still a loss.”

“I heard some organizations talk about the 2nd lead disease. Companies most often get excited about the first lead from a new logo, and then the 2nd is less of an event. That’s backward! The 2nd one is when you start to know there’s a real opportunity. So using a wide variety of first and third-party intent data, outbound prospecting, ABM marketing, and social selling are critical to surround the account.

As a sales manager, I wouldn’t allow qualification of the pipeline beyond the first funnel stage if opportunities didn’t have at least three people from key roles associated and in contact.”

7. Approach to Presentation Ratio

The approach to presentation-ratio specifically focuses on the ratio of initial sales approaches (like cold calls, emails, or meetings) to the number of them that successfully lead to a formal sales presentation.

The ratio is calculated by dividing the number of presentations by the number of approaches.

For example, if a salesperson made 100 approaches and these led to 10 presentations, the Approach to Presentation Ratio would be 1:10.

According to Paul Davis of  Paul Davis Solution , “one of the most important and overlooked KPIs for sales reps is the approach to presentation ratio.”

“Through proper qualification and rapport building, the approach becomes necessary for closing clients. If sales reps are not approaching the right leads or are not building rapport with those leads before moving forward in the sales process, closing at the end of the presentation or demo becomes that much more difficult.”

8. Monthly Revenue

Monthly revenue refers to the total amount of income generated by a business from its sales activities over a month.

It usually includes income from all sources, such as product sales, service fees, and any other revenue streams, but only within the specific monthly timeframe.

“I think monthly revenue is an important KPI for every sales rep to track,” says  CommuteStream ‘s Shane Younan. “This metric is what will lead to an annual increase in revenue, which is the objective of most businesses.”

“This KPI can be broken down further by having the sales rep track weekly growth to be sure they are on track to reach their monthly goals.”

In fact, this weekly growth could fit in with the 40%+ of experts who think sales reps should monitor their KPIs weekly:

9. Average Revenue per Account

Average revenue per account (ARPA) is a KPI companies use to measure the average amount of revenue generated per account (or user) over a certain period, typically monthly or annually. It’s particularly popular for subscription-based or service-oriented businesses.

ARPA is calculated by dividing the total revenue in a given period by the number of accounts during the same period.

For instance, if a company earns $100,000 in a month from 1,000 accounts, the ARPA for that month is $100 ($100,000 / 1,000 accounts).

Lauren Gast of  Truck Drivers Institute explains that sales reps should track this KPI because it “shows a pattern of growth over time and is also lower than your acquisition costs.”

“You can utilize ARPU to calculate how well your company is doing in comparison to your competitors. If you want a revenue forecast, you can use your ARPU to get a more accurate number than you would otherwise with only customer acquisition and retention assumptions.”

10. Number of Appointments Booked

Number of appointments booked refers to the total count of appointments that a sales team or an individual sales rep schedules with potential clients over a specific timeframe.

Tyson Group ’s Lance Tyson thinks that “the most important KPI to track with a sales rep from a B2B perspective would be appointments.”

“That manifests itself into asking for somebody’s time, which is probably the hardest sale they’re going to make. And having time, whether it be to do a needs assessment and evaluation discovery, would manifest itself into an opportunity to ultimately pitch.”

However, Tyson adds that you can use this concept for another sales rep KPI, pitch-through rate:

“Depending on your sales process, if you need a second appointment where the first appointment you were using discovery or to submit a needs assessment, then you set up an opportunity to ultimately pitch, and you’re looking for that pitch through rate from meeting one to meeting two would probably be the second single most important KPI.

Ultimately, measuring appointments is going to tell us how much work they’re doing because right now if you look at any kind of facts that lead up to an appointment, whether it’s face-to-face that appointment or some kind of technology that actually would show how much activity a person would have.

So, right now we know it takes about 6 to 8 touches to get in contact with the decision-maker, and then it takes about 6 to 8 contacts to yield an appointment. So the appointment in and of itself measures several other things like the number of touches the rep has made such as phone calls, emails, LinkedIn Connects, etc.”.

Okay, so now you know which sales KPIs are essential to track, why they’re so important, and how you can choose the ones most relevant to your specific business.

But there’s one more thing we need to address – dashboards.

Instead of collecting, cleaning, analyzing, and reporting your KPIs manually, you can simplify the process by combining your most relevant data points in a single sales KPI dashboard.

Want to know which sales KPI dashboards are common in other businesses? We’ve compiled some popular examples below:

Sales Leads Dashboard Examples

Sales rep dashboard examples, business development dashboard examples, salesforce sales pipeline dashboard.

If you want to get a birds-eye overview of what’s happening in your sales pipeline, the Salesforce Sales Pipeline Dashboard is an ideal solution.

From expected revenue and opportunities won to converted leads, you can check out precisely which areas of your pipeline are performing well and which need to be optimized.

You can also track where your leads are coming from, which marketing channels are generating the most (and best) opportunities, and monitor revenue from closed deals – all in one place.

Don’t just take our word for it, here’s what Brenton Thomas of  Twibi Agency had to say about it:

“The Sales Pipeline Dashboard is an irreplaceable sales KPI dashboard that provides our company with a clearer perspective on the progress of our company by providing a detailed analysis of growth metrics like open leads, lead sources, lead conversion, and total pipelines by stage.”

“For example, if our goal is to have $500,000 in our pipeline to allow our team to hit the $150,000 target revenue, the sales pipeline dashboard analyzes and determines whether we have sufficient volume in our pipelines to help attain our target. It also helps identify an underperforming pipeline. Through visual reports generated from this dashboard, we can take proactive steps that guarantee our teams meet expectations and deliver required results.”

Marketing and Sales Overview Dashboard

The Marketing and Sales Overview Dashboard is a sales dashboard where you can combine your HubSpot Marketing and HubSpot CRM to get all of your most relevant ToFu and BoFu metrics in one place.

You get an instant snapshot of where you’re losing clients in the funnel, progress toward set targets, monthly activity comparisons, live opportunities and deals, and much more.

To make the dashboard even more understandable (both for you and shareholders), you can also take advantage of Databox’s easy-to-understand visuals and give life to your dry data.

HubSpot CRM Sales Rep Activity

For tracking the activity of your sales team and individual sales reps, there’s no better solution than the HubSpot CRM Sales Rep Activity Dashboard . You can monitor each stage of your funnel and immediately spot issues that need to be fixed.

Furthermore, you can track all of your most relevant sales rep activities such as calls by rep, emails by rep, meetings by rep, notes by rep, and much more.

With all of this data in a single place, you won’t have to scramble for individual rep data anymore and spend countless hours compiling all the metrics – you’ll be able to do it in just a few minutes.

Pipedrive CRM Activities Effort

Another great option for tracking individual sales rep efforts is the Pipedrive CRM Activities Effort Dashboard .

Some of the key metrics you can add here include count and amount of started deals, won and lost deals, activities completed, new contains added, and more.

You can also see which team members had the most won deals and compare their month-to-month efforts.

Here’s what Werner Jorgensen of  Heatxperts had to say about this dashboard:

“This is a highly effective dashboard that has helped our managers and executives monitor and track the performance of our sales efforts. With this dashboard, we’ve effectively been able to monitor the progress of our sales department and all of our  KPIs for sales representatives .

It visualizes every aspect of our sales portfolio and thus provides a holistic view that enables us to make strategic decisions to improve our sales cycle and sales funnel.”

HubSpot CRM Sales Analytics Overview

If you want an all-in-one overview of your CRM sales analytics and a place where you can precisely gauge what’s currently working in your sales strategy, you can download our free HubSpot CRM Sales Analytics Overview Dashboard .

Some of the things you’ll learn with this dashboard include:

• The types of deals you have the most success in closing
• Which types of deals bring you closer to your sales targets
• The average time it takes your team to close a deal
• How much revenue each deal generates

Erin Neumann of  Be Aligned Web Design added that this dashboard “gives an overview of your organization’s sales performance, making it easier to develop new and effective strategies.”

“I can compare my previous marketing campaigns with the latest ones to see differences in consumer behavior and buying trends. As a result, it allows my sales and marketing team to collaborate and build a campaign that not only attracts potential customers but improves conversion rates.”

Outreach Prospects Overview

The Outreach Prospects Overview Dashboard is a free and easy-to-use dashboard that helps you pinpoint your prospecting efforts in real-time and track each touchpoint your reps had with prospects.

How many prospects did your team contact today? How many of them received their last email? Which subject lines get the most engagement?

These are just some of the things you’ll be able to track.

Some of the key metrics include mailed prospects, opened prospects, opportunities by stage, bounced prospects, created prospects, replied prospects, and more.

Staying on top of your sales team and their performance is much more than just checking which sales rep made the most sales. 

To properly assess your strategies and your team’s efficiency, you need to track individual rep performances, and outreach efforts, and analyze each pipeline area… and this is just the tip of the iceberg.

And while, technically, you could do these things manually… why go through all that unnecessary trouble?

There’s a much easier way to keep track of your sales performance – Databox.

With Databox Dashboards , you can build an easy-to-understand sales dashboard that compiles all of your most relevant metrics and KPIs in one place.

This way, you’ll have all of the most important information and insights at a glance and keep an eye on any relevant changes as they occur in real-time.

The best thing is, our dashboards are super easy to build – all you need to do is connect your data source, pick the metrics you want to add, and then turn them with a few clicks into professional-looking visuals.

And once you’re ready to share your data with sales management and other C-level execs, you can use Databox Reporting . No more sleepless nights trying to scramble understandable reports.

There’s a cherry on top as well… Benchmark Groups .

How will you know whether your sales performance is on par with your competitors and whether it’s objectively good?

Sure, some industry reports can shed light, but they’re not sufficient.

But with Benchmark Groups, you have real-time insight into your competitor’s performance and you can instantly see how you stack up.

So, are you ready to streamline your sales performance with Databox? Sign up for a free trial and start taking your strategies to the next level.

Do you want an All-in-One Analytics Platform?

Hey, we’re Databox. Our mission is to help businesses save time and grow faster. Click here to see our platform in action. 

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Sales Metrics 101: The Ultimate Guide to Understand What to Track, How to Track, & Why

Discover what sales metrics are, why they're so important to your business's success, and which metrics you should be tracking.

FREE SALES METRICS CALCULATOR

Use this Excel template to calculate cost of goods sold, average deal size, win-loss rate, churn rate, and more.

Updated: 04/19/23

Published: 04/19/23

Data is the key to making informed decisions and achieving success in today's fast-paced business world. And when it comes to sales, having a clear understanding of your sales metrics is highly essential. Without analyzing these indicators, it can be challenging to identify areas for improvement.

That's why successful companies focus on measuring every aspect of their go-to-market model, sales strategy, and sales team. But with so many sales metrics, it can be overwhelming to determine which numbers are truly relevant.

To help you find the numbers that you should be paying attention to, we've compiled this ultimate guide to sales metrics.

Sales Metrics

SaaS Sales Metrics

Sales kpis by team type, sales metrics dashboard, sales kpi template.

What are sales metrics? Let's dive in.

Table of Contents

What are sales metrics?

• Key Sales Metrics to Track

Leading and Lagging Indicators in Sales

Sales metrics are data points that represent an individual's, team's, or company's performance. They help track progress toward goals, prepare for future growth, adjust sales compensation, award incentives, and identify any strategic issues.

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Now, you might wonder how many sales metrics there are and which ones you should track.

To effectively measure the performance of your sales efforts, tracking the right metrics throughout each stage of the sales process is essential. Below is the list of key sales metrics your organization should be tracking.

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Free Sales Metrics Calculator

A free, interactive template to calculate your sales KPIs.

• Average Deal Size
• Customer Acquisition Cost (CAC)
• Customer Lifetime Value (CLV)

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Key sales metrics to track

1. total revenue.

Total revenue, also known as gross sales or turnover, is a crucial metric in evaluating your business's financial health and success. It is the entire income generated from all operational and sales activities across all products and services.

Calculate total revenue using:

Total revenue = Quantity of products and services sold x Price of the product or service

Suppose your company sells 100 units of its product for $10 per unit. Your total revenue would be $1000.

Why track it: Your business's total revenue objectively measures your ability to generate income. It helps monitor your progress and make informed decisions about enhancing profitability and optimizing sales operations.

2. Revenue by Product or Service

It is the income generated per product or service. This metric is vital for understanding the financial performance of different products and services.

Why track it: Tracking revenue by product or service lets you identify your most and least profitable offerings and optimize product mix to drive growth.

3. Market Penetration

Market penetration is your total customer base compared with the total market potential.

Calculate the market penetration rate using the following:

Market Penetration Rate= (Number of customers/Total Target Market Size) X 100

If your company sells its product to 500 customers with a target market of 1000 customers, your market penetration rate is 50%.

The higher the market penetration rate, the greater the opportunity for growth and revenue.

Why track it: This metric provides valuable insights into the market potential and helps you develop strategies to increase your market share.

4. Percentage of Revenue From New Business

The percentage of revenue from new business is the monthly or quarterly revenue generated by new customers.

Calculate the percentage of revenue from a new business using this formula.

Percentage of revenue from new business = (Revenue from new customers / Total revenue) X 100

If your company generates $20,000 in revenue from new business and has total revenue of $100,000, it generates 20% of its revenue from new business.

Why track it: It provides an important measure of your company's growth and success in acquiring new customers and its ability to generate income from these new relationships.

5. Percentage of Revenue From Existing Customers

It is the income generated from cross-selling and upselling current customers, as well as from repeat orders and expanded contracts.

Calculate the percentage of revenue from existing customers with this formula.

Percentage of revenue from existing customers = (Revenue from existing customers / Total revenue) * 100

If your company has total revenue of $100,000 and generated $20,000 in revenue from new business, it generated 80% of its total revenue from existing customers.

Why track it: This metric provides insight into the success of your company's efforts to retain and grow its existing customer base, which is often more cost-effective than acquiring new customers.

6. Year-Over-Year Growth

Year-over-year (YoY) growth is the metric that compares revenue generated from year to year.

Calculate YoY Growth using:

YoY Growth = ((Current Year Metric - Previous Year Metric) / Previous Year Metric) * 100

For example, if your company had revenue of $100,000 in 2021 and $120,000 in 2022, it had 20% YoY growth in revenue from 2021 to 2022.

Why track it: YoY growth provides a valuable way to evaluate a company's overall performance and success in growing its business and meeting its goals.

7. Average Customer Lifetime Value (CLV)

The average customer lifetime value is a metric that measures the total revenue your business can anticipate generating from a single customer over the course of its relationship with your company.

CLV considers various factors such as customer behavior, purchase frequency, and average order value, providing valuable insights into each customer's value to the business.

Why track it: By understanding CLV, businesses can make informed decisions about customer acquisition and retention strategies, helping to maximize long-term profits and sustainable growth.

8. Net Promoter Score (NPS)

Net Promoter Score is a customer satisfaction and loyalty metric that measures how likely customers are to recommend your business to others.

Why track it: It enables you to better understand your customers' experiences and take action to improve customer satisfaction. This, in turn, helps build strong and lasting relationships with your customers, increase customer retention, and drive long-term business growth.

9. Number of Deals Lost to Competition

It is the total number of sales opportunities you failed to win due to competition from other companies offering similar products or services.

Why track it: As companies risk losing up to 30% of their sales opportunities to competitors, it's vital to assess where your business lags and take action to enhance sales processes, marketing techniques, or product offerings. This will help you stay ahead of the competition.

10. Cost of Selling

Cost of selling, also referred to as selling expenses , refers to the expenses incurred by your company in the process of selling your products or services. This metric is most useful when measured as a percentage of the revenue generated.

Why track it: This metric provides valuable insights into the efficiency of the sales process and helps companies understand the cost of acquiring new customers, driving revenue growth, and improving profit margins.

11. Average Length of Sales Cycle

The average sales cycle length refers to the time it takes for potential customers (leads) to go through the various stages of the sales process until they become a successfully closed deal.

Why track it: Tracking the average length of the sales cycle improves forecasting accuracy and enables more effective resource allocation and planning.

12. Weighted Value of Pipeline

The weighted value of the pipeline metric shows the estimated value of deals as they move through the sales pipeline.

Calculate the weighted value of the pipeline rate using the following:

Weighted value of pipeline = Probability of the deal closing x Deal value

Here, the probability depends on the stage of the pipeline. For example, the probability in the negotiation stage can be considered as 50%.

Why track it: A weighted pipeline provides accurate revenue projections and cash flow forecasting. It also highlights which stages of sales require the most attention.

13. Annual Contract Value (ACV)

Annual contract value refers to the amount of revenue a contract generates per year.

Calculate Annual contract value using:

Annual contract value = Total contract value / The number of years in the contract

If your company signs a five-year contract for $50,000, the Annual Contract Value is $10,000.

Why track it: The ACV enables you to identify which accounts generate the most revenue so that you can provide better service and retain these clients.

14. Win Rate

Win rate refers to the proportion of successful deals out of the total number of opportunities. It can be evaluated at the team and individual levels, providing valuable insights into performance and effectiveness.

Calculate the win rate using this formula.

Win rate = (Number of won opportunities / Total number of opportunities) X 100

If your sales team had 100 sales opportunities for a particular product and closed 50 of them, the win rate is 50%.

Why track it: By tracking win rates based on product, market, target audience, and other factors, you can pinpoint the chances of success for each opportunity. This will enable you to strategically direct your resources toward those with the highest conversion potential.

15. Conversion Rate by Sales Funnel Stage

Conversion rate by sales funnel stage refers to the number of converting leads at every sales funnel stage.

Why track it: Tracking conversion rates at each stage of your sales funnel will help you identify bottlenecks and address roadblocks in the sales process.

16. Frequency/Volume of New Opportunities Added to the Pipeline

This metric refers to the rate and number of new sales leads or potential customers added to your sales pipeline .

Why track it: These metrics help you gain valuable insights into the overall health of your sales pipeline and the effectiveness of your sales and marketing strategies. Any changes in this metric can highlight areas for improvement and help you take action to improve it.

17. Average Lead Response Time

An average lead response time refers to how long it takes for your company to respond to a new sales lead. The faster your company responds to a lead, the more likely it is to turn that lead into a customer.

Why track it: Tracking this information can reduce response time and increase lead conversion. About 50% of B2B sales go to the vendor who responds to a customer first; this highlights the importance of timely and efficient lead response.

18. Percentage of Leads Followed Up With

The percentage of leads followed up refers to the ratio of the number of leads actively pursued and contacted by your sales representatives to the total number of leads generated.

Why track it: It is a metric used to measure your sales team's effectiveness in reaching out to potential customers and converting leads into paying customers.

19. Percentage of Leads Dropped

The percentage of leads dropped refers to the ratio of the number of leads not pursued or contacted by your sales representatives to the total number of leads generated.

Why track this: This metric is crucial for understanding the quality of your leads. If you see a high drop-off rate, your leads are low-quality, and you need to change your marketing approach.

20. Percentage of Qualified Leads

The percentage of qualified leads refers to the ratio of the number of leads that meet specific criteria and are deemed ready for the sales process to the total number of leads generated.

The higher the percentage of qualified leads, the more likely your sales team is to close deals and achieve their sales targets.

Why track it: This metric offers insights into the efficiency of your company's sales and marketing efforts in attracting and nurturing leads. It enables your sales team to measure their success and identify areas for improvement to generate higher-quality leads.

Featured Resource: Sales Metrics Calculator

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21. Email Open Rate

Email open rate refers to the percentage of recipients who opened an email campaign out of the total number of emails sent.

Calculate email open rate using:

Email Open Rate = (Number of Unique Email Opens / (Number of Emails Sent - Number of Bounces)) X 100

For example, if you sent 1,000 emails, 200 were opened, and 200 got bounced, your email open rate would be 25%.

Why track it: This metric gives you a clear picture of your email marketing campaigns' performance and helps you improve future campaigns. Considering the average email open rate for businesses is only 19.7% , it's essential to continually track and optimize your email campaigns to get better results.

22. Email Response Rate

Email response rate refers to the percentage of recipients who respond to an email campaign.

Calculate email response rate using:

Email Response Rate = (Number of Responses / Number of Emails Sent) X 100

For example, if you sent out 100 emails and received 10 responses, your email response rate would be 10%.

Why track it: You can use the response rate to make data-driven decisions about future email campaigns, such as changing the email content, subject line, or sending time to improve response rates.

23. Email Engagement Rate

Email engagement rate is a metric that measures the level of interaction between recipients and an email. Unlike response rate, email engagement rate takes into account a range of actions that recipients may take with an email, such as opening it, link clicks, video plays, and so on.

Email Engagement Rate = (Total Number of Engagements / Number of Emails Sent) X 100

For example, if you sent 100 emails and received a total of 200 engagements (e.g., 100 opens and 100 clicks), your email engagement rate would be 200%.

Why track it: Email engagement rate is a valuable metric for understanding how recipients interact with your emails and how you can improve your email campaigns going forward.

24. Total Revenue From Partner Deals

Total revenue from partner deals refers to the total amount of money your company earns from partnerships or collaborations with other companies.

This type of revenue is generated when your company enters into an agreement with another company to offer your products, services, or solutions to its customers. The partner company earns a commission or a percentage of the total sales generated through channel sales .

Why track it: Knowing the total revenue generated from partner deals helps you to plan your finances more effectively. You can use this information to set budget goals, allocate resources, and make informed decisions about pursuing more partnerships or expanding existing partnerships.

25. Revenue by Partner

Revenue by partner refers to the amount of money your company earns from each partnership or collaboration. It provides a detailed view of the revenue generated from each partner, allowing you to understand which partnerships are the most profitable and valuable.

Why track it: By calculating revenue by partner, you can gain valuable insights into the performance of individual partnerships and make informed decisions about which partnerships to continue or discontinue.

26. Margin by Partner

Margin by partner refers to your company's profit from each partnership or collaboration.

Why track it: It provides a detailed view of the profit generated from each partner, allowing you to understand which partnerships are the most profitable and have the highest margin.

27. Retention Rate of Partner Customers

The retention rate of partner customers refers to the percentage of customers that continue to do business with your company after their initial transaction through a specific partner.

Why track it: Tracking retention rate measures customer loyalty from your partner customers.

28. Average Cross-sell and Upsell Rate of Partner Customers

The average cross-sell and upsell rate of partner customers refers to the average rate at which customers make additional purchases from a company through a specific partner.

Cross-selling refers to selling additional products or services to existing customers. In contrast, upselling encourages customers to purchase a higher-value or premium version of a product or service.

29. Average Customer Satisfaction Score of Partner Customers

The average customer satisfaction score of partner customers refers to the average rating or score customers give regarding their experience with a company through a specific partner.

The average customer satisfaction score of partner customers can be calculated by taking the average score from all customers who have transacted through a specific partner.

30. Percentage of Time Spent on Selling Activities

The percentage of time spent on selling activities refers to the amount of time your sales representatives spend engaging in activities that directly contribute to generating revenue, such as making sales calls, conducting product demonstrations, and closing deals.

Why track it: This metric tracks your sales team's efficiency, provides insights into your sales team's productivity and identifies areas for improvement.

31. Percentage of Time Spent on Manual Data Entry

The percentage of time spent on manual data entry refers to the time that employees or sales representatives spend manually entering data into a company's systems or databases.

This can include inputting customer information, updating sales records, and entering product information.

32. Percentage of Marketing Collateral Used by Salespeople

The percentage of marketing collateral used by salespeople refers to how your sales representatives use various marketing materials, such as brochures, flyers, product sheets, presentations, and other promotional items, in their sales activities.

Why track it: This metric provides insight into the effectiveness of your sales team and the quality of the marketing materials produced.

33. Average Number of Sales Tools Used Daily

Average sales tool usage refers to how many resources your salespeople use to support their sales activities daily, such as software applications , CRMs, databases, presentations, and specific tools, such as LinkedIn Navigator, Datanyze, or Sales Hub .

Why track it: This metric can help your organization understand the level of technology adoption and utilization among their sales teams.

34. Percentage of Sales Management Time Spent Recruiting

The percentage of sales management time spent recruiting refers to the amount of time your sales manager dedicates to finding, interviewing, and hiring new salespeople for their team.

This can include reviewing resumes, conducting interviews, participating in job fairs and networking events, and overseeing the onboarding process for new hires.

Why track it: Calculating the percentage of time spent recruiting can enable you to determine if the sales manager's recruitment efforts are efficient and productive.

35. Average Time-to-Hire

Average time-to-hire refers to the average time it takes to fill an open position, from when a job is posted to when a candidate is hired. It is a key metric that measures the efficiency and effectiveness of a company's recruitment process.

Why track it: Effective tracking of the average time-to-hire is critical in sales, where time-sensitive positions require prompt filling. Any delays can obstruct the sales team's success in reaching their targets and achieving their quotas.

Moreover, a delay in the hiring process can result in the loss of top talent, with a staggering 55% of job seekers expecting a job offer within two weeks of the initial interview.

36. Percentage of Hires From Various Sources

The percentage of hires from various sources is a metric that measures the proportion of new hires that come from different recruitment channels.

Why track it: By tracking this metric, organizations can determine which channels deliver the best results in attracting high-quality candidates and allocate resources accordingly to optimize recruitment.

37. Average Turnover Rate

The Average Turnover Rate is a metric that measures the rate at which employees leave your organization.

Why track it: Tracking the average turnover rate is vital to prevent high employee turnover. It helps you identify turnover trends and root causes, enabling you to take proactive steps for better employee retention and build a stable, effective sales team.

38. Average Cost to Replace a Salesperson by Role

The average cost to replace a salesperson by role measures how much it costs to replace a salesperson after they leave. This includes the cost of recruitment, advertising, hiring, training, and lost productivity associated with replacing an employee.

Why track it: By tracking the average cost to replace a salesperson by role, you can identify the financial impact of high turnover and make decisions about employee retention accordingly.

39. Sales Ramp

Sales ramp-up time represents the average time a new salesperson takes to become fully productive. You can use it to make hiring and firing decisions, set expectations with new reps, and develop more accurate sales forecasts .

There are multiple ways to calculate it. CRMs often automatically calculate the meantime to 100% quota attainment, which you can use to set the ramp. For instance, if it typically takes a salesperson four months to hit 100% quota, your ramp-up time would be four months.

Although this method is fairly simple, it ignores that new sales reps often take over existing accounts or prospects, giving them a head start. In addition, a salesperson who hits 98% of their quota is likely fully ramped, but this formula wouldn’t count them as such until they hit 100%.

Alternatively, Ideal CEO Somen Mondal has developed a formula that factors in training, the length of your sales cycle, and prior experience.

Ramp-up = amount of time spent in training + average sales cycle length + X

X is based on the salesperson’s experience: The more they have, the smaller this number is.

Here’s an example for a well-seasoned rep, assuming training lasts 20 days and your average sales cycle is six weeks.

Ramp = 20 days + 42 days + 16 days

This salesperson would receive 78 days to reach full productivity.

40. Percentage of Reps Following the Sales Process

The percentage of reps following the sales process refers to the proportion of your sales representatives who consistently adhere to the established steps or stages of the sales process. It is a metric used to track the effectiveness and efficiency of your sales team and the sales process itself.

Why track it: Tracking the percentage of reps following the sales process ensures that all reps follow the same method, resulting in a more consistent sales experience for the customer.

41. Average Level of Satisfaction With Sales Training

The average level of satisfaction with sales training refers to the degree to which your sales representatives are satisfied with the training they receive.

Why track it: It is a metric used to measure sales training programs' effectiveness and identify areas for improvement. Additionally, tracking this metric can help your organization determine whether its investment is paying off.

Next, let’s take a look at how to make sense of the raw data using leading and lagging indicators.

Leading and lagging indicators are used in sales to predict and look at final results.

Leading Indicators

A leading indicator predicts your results. In other words, it tells you which direction you're trending while there's still time to change the outcome. While leading indicators can be more challenging to measure than lagging indicators, they're also far easier to influence.

Lagging Indicators

A lagging indicator reflects your ultimate results.

They're reactive, not proactive. For instance, a lagging indicator might be your team's quota attainment at the end of the month. After seeing the lagging indicators, it's time to develop a sales plan to improve the results.

Software as a service (SaaS) is a software distribution model that provides customers with access to applications on the internet instead of requiring physical media and custom installation.

SaaS and subscription businesses require different metrics. As David Skok , general partner at Matrix Partners, explains:

“SaaS and other recurring revenue businesses are different because the revenue for the service comes over an extended period of time (the customer lifetime). If a customer is happy with the service, they will stick around for a long time, and the profit that can be made from that customer will increase considerably. On the other hand, if a customer is unhappy, they will churn quickly, and the business will likely lose money on the investment that they made to acquire that customer."

Rather than solely focusing on acquiring the customer (the "first sale"), Skok explains you must also focus on keeping them (the "second sale").

Key SaaS Sales KPIs to Track

• Customer Acquisition Cost
• Cost Per Acquisition
• Customer Lifetime Value (LTV)
• Average Revenue Per User or Account
• Monthly Recurring Revenue (MRR)
• Annual Recurring Revenue
• Revenue Churn
• Negative Churn

1. Customer Acquisition Cost

Customer acquisition cost (CAC) is the average amount of sales and marketing expenses required to acquire one new customer.

Here are some potential components of your CAC:

• Inbound marketing (blogging, SEO, social media)
• Sales and business development
• Paid advertising
• Events and trade shows

To calculate CAC, divide the total amount you spent on sales and marketing in a given period by the number of customers you acquired simultaneously.

For example, if you spent $1,000 in one month and acquired 50 customers, your CAC would be 20.

This formula is easy to follow. But as HubSpot's former VP of Growth Brian Balfour explains, it can be inaccurate unless your prospects become customers extremely quickly or your marketing and sales expenses are static (which is unlikely).

If you measure CAC by month, but it takes your typical prospect two months to buy after the first marketing touchpoint, your results will be misleading. Perhaps you start a new marketing campaign in January — its impact on CAC won't be visible until February.

To correct these mistakes, Balfour recommends using the following formula:

CAC = (Marketing Expenses (n-60) + 1/2 Sales (n-30) + ½ Sales (n)) / New Customers (n), where n= Current Month

The cost of acquiring new customers for merchants has risen dramatically in recent years, with a 222% increase over the past eight years. To stay ahead of the trend, it's crucial to continuously monitor your Customer Acquisition Costs and implement strategies to minimize them.

2. Cost Per Acquisition

Balfour also points out people commonly conflate "Customer Acquisition Cost" with " Cost Per Acquisition " — but the two are different, and this mistake can be expensive.

CPA represents how much money you need to spend to acquire a non-customer, like a lead, a free trial, a registration, or a user.

This means CPA and CAC are related: Your CPA is a leading indicator of your CAC.

For example, if you offer a freemium version of your software product, your CPA would measure the cost of acquiring a free user. Your CAC would measure the cost of acquiring a paid user.

SaaS companies must know how many months it takes to recover CAC and the amount they invested in getting a new customer.

Not only does this metric help you manage cash flow, but it also tells you how long you need to retain a customer to break even.

Let's say your CAC is $200, and your Average Revenue Per User or Account (ARPU/ARPA) is $400. Your gross margin is 95%.

Months to recover CAC = CAC divided by (ARPA x GM)

In this example, you'd break even in approximately two weeks.

3. Customer Lifetime Value (LTV)

Customer lifetime value (LTV) is the average amount of money your company makes from a buyer for however long they stay a customer (i.e., X months or years).

LTV tells you whether you're spending too much or too little on acquiring customers. The optimal LTV:CAC ratio is 3:1. In other words, if it takes a dollar to get a prospect to buy your product, they'll spend $3 over their time as a customer.

Segment your customers, then look at the average LTV. The findings will tell you where to focus your energy and/or change your strategy. For example, if Tier X of accounts has a 1.5:1 LTV:CAC ratio, while Tier Y has a 4:1 ratio, you'd probably want to:

• Decrease your marketing and sales expenses for Tier X and increase them for Tier Y.
• Figure out why Tier X customers are less profitable — are they churning earlier, buying less, and/or purchasing fewer add-ons?

4. Average Revenue Per User or Account

Average Revenue Per User or Account (ARPU/ARPA) is the mean amount of revenue from a single user or customer. Companies typically calculate it per month or year, depending on their business model.

If you offer monthly contracts, calculate it per month; if most of your contracts are annual, calculate it per year.

5. Monthly Recurring Revenue (MRR)

Monthly Recurring Revenue (MRR) tracks the total predictable revenue your company expects to make each month. It's one of the most important sales metrics for SaaS businesses, since it reflects growth and helps you forecast future revenue.

How to Calculate MRR

There are two ways to calculate MRR.

• Add up the monthly revenue you're bringing in from each customer for the total MRR.
• Multiply ARPA by your number of paying customers.

The first method takes longer but is also more accurate. If Customer X is paying $200 per month, and Customer Y is paying $400 per month, your MRR would be $600.

The second method is easier. If you have four customers, and your ARPA is $150, your MRR would be $600.

Make sure you're not including one-time payments in your MRR, like implementation and/or limited support fees.

Be careful about quarterly, semi-annual, and annual plans as well. Let's say a new customer signs a $1,200 year-long contract in December.

If you tally up your MRR on a customer-by-customer basis that month, you might incorrectly add $1,200. But you're not generating $1,200 from this account each month — you're generating $100.

To include these subscription values in your MRR, divide them by four, six, or twelve if they're quarterly, semi-annual, or yearly, respectively.

There are different types of monthly recurring revenues you can calculate: new MRR, expansion MRR, and churn MRR.

New MRR refers to revenue from new customers. Suppose you acquired one customer paying $50 monthly and a second customer paying $45 monthly. Your new MRR would equal $95 per month.

Expansion MRR

Expansion MRR is revenue generated from existing customers, including cross-sells (buying complementary products or services), upgrades/upsells (a more expensive plan), and greater volume (buying more seats, usage data, transactions, etc.)

Expansion MRR is considered the "holy grail" of MRR. Why? It's commonly known that retaining an existing customer is 5 to 25 times less expensive than acquiring a new one. Plus, customers are far less likely to churn when they've invested more into your suite over time.

Churn MRR is the revenue you've lost from customers who have downgraded their plans or canceled altogether. It's a leading indicator of next month's MRR. For example, if two customers each paying $400 canceled in June, your MRR would be $800 lower in July.

6. Annual Recurring Revenue

Annual recurring revenue is your MRR multiplied by 12 or the recurring revenue you'll generate in a calendar year.

It has a significant advantage over MRR. Because salespeople typically sell more during longer months (like March, August, and December) and sell less during shorter months (like February, June, and April), your predicted MRR might be off from month to month.

Since ARR applies to the entire year, monthly variance has no impact.

Should You Focus on MRR or ARR?

The short answer is that you should focus on both. While MRR tells you how your business is doing monthly, ARR gives you a yearly picture.

Your priority should depend on your company's maturity and business model. If you're generating more than $10 million every year , think in terms of ARR. A shorter-term lens is more helpful if you're generating less than that.

7. Churn Rate in SaaS

Your churn rate is the percentage of customers who cancel their recurring subscriptions. You can calculate per month, quarter, or year, depending on your most common contract type.

The formula for churn rate is:

(# of customers lost in a given time period) / # total customers at the beginning of a given time period

Imagine the majority of your customers are on semi-annual plans. In January, you have 400 customers. In June, you have 500 customers.

Your churn rate equals: -100 / 500, or -20%. You're gaining more customers than you're losing.

8. Revenue Churn

No matter what, churn is bad. However, revenue churn is different from customer churn. Revenue churn is the amount of revenue you've lost (a.k.a. churn MRR), while customer churn is the number of customers you've lost.

From a business standpoint, it's probably preferable to lose three customers, each paying $40 per month, than one customer paying $300 per month.

9. Negative Churn

Negative churn is a term popularized by Skok that means your expansion MRR exceeds your churn MRR. If you can achieve negative churn, your business will grow exponentially.

You can also look at sales KPIs by the type of team you have. Inside sales, field sales, and sales development have different metrics to measure.

Inside Sales KPIs

Inside sales teams rely on these KPIs (from most frequently used to least):

• Number of deals closed.
• Opportunities by stage.
• Significant interactions or events (for example, ROI meetings or conversations lasting four-plus minutes).
• Opportunities created.
• Quotes/proposals.
• Meetings scheduled.

Field Sales KPIs

Outside sales teams use many of the same metrics as inside sales teams but prioritize meetings more heavily.

• Number of deals closed
• Opportunities created
• Opportunities by stage
• Quotes/proposals
• Significant interactions or events

Sales Development Metrics

Companies use these sales development metrics to benchmark their SDR team’s efficiency and ability to grow their pipeline.

• Number of deals closed (by their partner Account Executive)
• Meetings scheduled

We’ve covered a lot of metrics so far — but luckily, you don’t have to keep track of them manually. You can use a sales metrics dashboard that compiles these insights in an easy-to-scan and presentation-ready format.

A sales metrics dashboard provides a visual look at your business's sales data and metrics. They offer a variety of reports and displays for your sales leaders and reps to review, analyze, and act on.

Here’s an example of a dashboard:

CRMs, like HubSpot , come with the ability to create these dashboards within the system. Some let you choose from pre-set dashboards, while others (such as HubSpot when the CRM is paired with the Reporting Add-On ) let you build custom reports to track your most important sales metrics.

Learn how to create custom reports with HubSpot's Reporting Dashboard through a free demo.

Let’s review some metrics you’d track on a dashboard.

1. Sales Performance by Rep

Create friendly competition by publicly tracking how each salesperson is performing. Pick your sales metrics based on the behavior you want to promote; for example, if you’re trying to increase your team’s prospecting efforts, you might display the number of total opportunities created in the last month.

To ensure your reps don't chase unqualified leads simply to fill their pipelines, you might also display total sales by rep.

2. Sales Activities

Keep your reps focused on the right tasks with an activities dashboard. Visualize how many days in a row they’ve logged into the CRM. This includes how many calls they made in the past week, how many presentations they gave, how many emails they sent, etc.

3. Sales Management

Sales managers must know how the team is trending. Track the value of new opportunities compared to the previous month or quarter, the weighted value of your pipeline, total sales versus your target, and/or close rate by the salesperson.

4. Funnel Reports

It is important to know how many contacts have been created, how many have been assigned, and how many are still in the sales funnel so that you can make better decisions for the team and set new goals. It can also help you identify and diagnose friction points in the sales funnel.

If you’re not ready to invest in a CRM that offers a sales metrics dashboard, you can use a sales KPI template that can be compiled in a spreadsheet.

A sales metrics calculator gives you an easy way to track your sales metrics in a single place.

This KPI calculator is customizable to your business goals. It includes tabs for different KPIs that you can then track monthly, quarterly, or yearly.

You’ll be able to track the following KPIs:

• Average Deal Size : Your company’s total revenue divided by the number of deals closed in a month, quarter, or year.
• Win Rate : The number of deals won versus the number of deals lost.
• Demo-to-Close Ratio : The number of demos that were carried out divided by the number of deals that were won.
• Quota Setting Calculator . On-target earnings (OTE) multiplied by five.
• Commission Calculator : The total amount you’ll pay out in commissions to your sales reps.
• Customer Acquisition Cost (CAC) : The amount spent on sales and marketing efforts, divided by the number of customers acquired.
• Customer Lifetime Value (CLV) : Average annual revenue per customer divided by the average lifetime of a customer.
• Revenue by Product : Amount of income generated per product.
• Customer Retention Rate : The percentage of customers who stay with your business.
• Revenue Churn : The amount of revenue that’s lost in a month, quarter, or year.
• Employee Turnover Rate : The percentage of sales reps who leave your team.

Track Sales Metrics to Increase Efficiency and Grow Better

It's critical to track sales metrics to ensure that your team is heading in the right direction. Carefully picking which ones to prioritize and then course-correcting (or even completely pivoting) will put you ahead of the game. You can analyze your progress, achieve your sales goals, and positively impact your bottom line.

Editor's note: This post was originally published in September 2019 and has been updated for comprehensiveness.

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KPI PowerPoint Templates & KPI Slides for Presentations

Download PowerPoint presentations to present your KPI or Business Key Performance Indicators in Business Performance PowerPoint presentations. KPI & Metrics slide designs can help you to make focused presentations on metrics that really matter.

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Financial Cash Flow KPI PowerPoint Template

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Tracking your KPIs and making adjustments along the way is key to staying efficient when running a business.

Make your life easy by downloading our KPI templates and using them to create a visual representation of your business goals and objectives.

Our KPI templates make it easy to showcase milestones you are looking to achieve within a particular period of time. These milestones could be the volume of sales you want to make, the number of followers you want to get on your social media handles, or the number of leads you want your marketing team to generate.

The cool part is that our KPI PowerPoint templates and slides are highly editable. You can even use them together with our 4-Metric Canvas PowerPoint templates to create a powerful marketing tool to boost your marketing performance.

What does KPI mean?

KPI is an acronym for Key Performance Index. It is an index that measures a set of objectives an individual or a business entity is looking to achieve.

What are examples of KPI?

KPIs can either be long or short-term. A business’s long-term KPIs can be growing sales, reducing product returns, reducing customer complaints, boosting brand awareness, etc.

On the other hand, a short-term KPI can be publishing 5 blog posts a week, replying to customer comments, etc.

What is the main KPI for a business?

The major goal of every business is to make sales and increase profit. If that is not the main KPI, we don’t know what else is.

What should I include in a KPI slide?

In general, stick to just 5 lines of text per slide. The text is important, but the critical item of each slide is the graph data. Quality images guarantee your presentation’s success, as any interested party can easily understand the KPI in discussion with carefully crafted graphs.

Common mistakes in KPI Presentations

These issues refer to common errors in graphic design composition rules. Since we talk about visual presentations for your KPIs, hierarchy matters. Don’t make objects too similar in size, font, and color, as otherwise, the relevant points won’t stand out. Avoid placing elements too close to each other, or you end up with a crowded instead of a neat presentation.

Be sure to add context to the metrics you are sharing, else it’s just data being thrown into a slide.

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Top 20 Sales KPI examples

Sales key performance indicators and metrics, ✔ see different templates & designs ✔ find & track the right sales kpis to meet your corporate objectives.

A Sales KPI or metric is a performance measurement that is used by sales teams and by the top management to track the effectiveness of relevant sales activities within a company. These measures help in optimizing your sales performance, sales funnel and sales cycle length.

In this overview, we will show you the most critical KPI examples for sales that will enable you to manage your sales more effectively and optimize as well as analyze every single sales process in detail. In order to make a complete picture of your sales development and data, we suggest you create a professional sales dashboard that will centralize your KPIs in an interactive form and enable you to dig even deeper. That way, you will be able to control your sales activities, identify potential bottlenecks, and optimize your sales BI processes more effectively. Besides, online reporting software such as datapine will ensure your reports are automated, easily sharable, and deliver up-to-date KPI data.

Here is the complete list of the top 20 sales KPIs and metrics that every sales rep and manager should know:

Sales Growth : Is your business growing steadily?

Sales Target : Are you on track regarding the sales targets?

Customer Acquisition Cost : How much does a new customer cost?

Average Revenue per Unit : What is your average revenue per user?

Customer Lifetime Value : How much do you expect to earn per customer?

Customer Churn Rate : How many customers do you lose?

Average Sales Cycle Length : How do you shorten your sales cycle?

Lead-to-Opportunity Ratio : How about your lead quality?

Opportunity-to-Win Ratio : How many qualified leads result in closing a deal?

Lead Conversion Ratio : Is your conversion ratio stable?

Number of Sales Opportunities : What is your potential purchase volume?

Sales Opportunity Score : Do you prioritize your sales opportunities?

Average Purchase Value : Is your average purchase value sustainable?

Sales Volume by Country : Which are your target countries?

Revenue & Profit per Product : Which are your most profitable products?

Revenue per Sales Rep : How much revenue do your sales rep bring?

Profit Margin per Sales Rep : Is your sales team profitable as expected?

NPS per Sales Rep : Are sales reps offering a good service?

Upsell & Cross-Sell Rates : How do you increase your revenue and ROI?

Incremental Sales by Campaign : Which campaign brings you the best results?

Sales Growth

It's a fact that by tracking the growth of your sales, you also track the growth of your company. It goes without saying that it's important to be mindful of this sales KPI. Follow the performance of your sales reps, their target industry, and their area through professional KPI dashboards . Let's say your team focuses on many verticals and only one of them proves to bring significant returns. This could be a sign to reassess the vertical distribution in your team. You won't leave money on the table and you'll have higher returns. Be flexible and analyze your sales KPIs, and you'll bring more sales revenue to your business and, consequently, profits.

A positive sales growth over a specific period of time indicates that you are on track with your sales goals to grow your business.

• Sales Performance Dashboard

Sales Target

One of your top priorities should be to understand if you are on track to reach your planned goals. By implementing automated sales reports , you can answer questions such as: Is your actual revenue better or worse than your forecasted one? When you first planned your goals, what did you base them on? Is your baseline included in your charts? This information will help you expect deal activities, results and, in case inconsistencies arise, you’ll better recognize outliers versus trends. This metric lets you know whether your team is doing what they should, if they need help or if the whole strategy should be changed or adjusted. It's crucial for forecasting, and it lets you know if other factors can impact your bottom line.

In a good assessment of your actual revenue versus your forecasted one, the goal should be to outperform your forecasted amount.

Customer Acquisition Cost

When we mention customer acquisition cost (CAC), we are referring to all costs incurred in signing up a customer. Different costs are associated depending on your line of business, for instance, if you’re an online marketer, you’ll include the costs of all your campaigns. In a traditional SaaS business, it might mean everything from all your staff’s salaries, to all marketing and sales costs. It is recommended to recover your CAC in less than one year of your customer’s subscription. If this isn’t the case, you’ll burn through all your capital before you can depend on your monthly recurring revenue.

The goal is to increase customer lifetime value and average revenue per unit or user/account, while cutting CAC, to maintain a profitable business.

AVERAGE REVENUE PER UNIT (ARPU)

ARPU stands for average revenue per unit, the unit part of the acronym can also stand for user, account or any other paying customer. This sales KPI indicates the average customer’s revenue from all your sales. It's a simple calculation, you take your total monthly (recurring) revenue and divide it by the total amount of customers you have in your roster. This might seem obvious to some and it’s worth pointing out that if your ARPU is higher in comparison to your acquisition costs, you might run into trouble. Your customer acquisition costs should always be lower, otherwise, you’re not making any profits from your revenues.

If your ARPU is rising you should be on track. This usually means that you are signing bigger customers, or signing customers with bigger plans.

Customer Lifetime Value (CLV)

Our next sales KPI example refers to your customer lifetime value (CLV) which is important to track because the longer you keep having paying customers, the more you’ll make. To calculate this sales metric, you need to distract your CAC from the total amount of revenue that you expect to get from a new customer over the lifetime of the relationship. If your ARPU and CLV are rising, it signals that on average you are getting more revenue from each customer, for longer and that’s exactly what you should be aiming for. CLV enables you to understand how much you can allow for your CAC to still be profitable; a healthy ratio is key.

As long as customer lifetime value and ARPU are growing, you’re in the green and your CAC is appropriate.

Customer Churn Rate

One of our sales KPI examples is especially important for businesses with monthly recurring revenue such as SaaS businesses. The customer churn rate expresses the number of customers who stopped using your company’s products or services in a defined timeframe and gives you a realistic overview of your customer retention strategies and what kind of trends you cope with. To calculate the exact churn rate, divide the total number of customers you had at the beginning of the month by the total number of customers lost. You can also automate these calculations by using professional software that can trigger alarms if any sales anomalies occur. Your goal should be to keep the churn rate as low as possible.

The higher the churn rate, the more customers and revenue you will lose. It should be on top of your priorities when it comes to developing retention strategies.

• Sales KPI Dashboard

Average Sales Cycle Length

If it's realistic to shorten your sales cycle in your industry, you first need to understand how you can optimize your current sales cycle. We recommend you analyze the cycles for individual reps at the different stages of the cycle. A quick comparison can show how effective a rep is in comparison to others in your company. The shorter the time each lead spends in each stage of the funnel, the better. This can also serve as a way to track an individual rep’s progress over time. We show this on a sales KPI template that can alert you on when your staff could need extra training and goal setting.

Once you have a sales cycle length baseline, the goal should be to decrease that number, resulting in more sales in a shorter period of time.

• Sales Cycle Length Dashboard

Lead-to-Opportunity Ratio

For the most part, every new lead is an unqualified lead at the beginning. Conversely, a qualified lead refers to a lead that meets qualification requirements. Although this varies among sales organizations, a qualified lead is most often an opportunity. A common tactic sales managers use to determine if leads are qualified is the BANT method. It stands for leads with Budget, Authority, Need and Timeline requirements. The goal of this process is to measure if your lead can become a customer. The lead-to-opportunity ratio lets you understand the number of leads you need to stay on track with your revenue goals. Once you’ve established a baseline ratio, you’ll know how many leads you need to create your target growth, and you’ll have revenue that is predictable.

Your lead-to-opportunity ratio is the first part of the sales funnel to be examined. By looking at what is working and what isn’t you have a better idea of where quality leads are sourced from, and can guide the marketing and sales team better.

• Sales Conversion Dashboard

Opportunity-to-Win Ratio

This sales KPI tells us how effectively a sales team or sales manager closes accounts. Whereas tracking leads to opportunities gives you an idea of how interests turn into a discussion, this metric measures how discussions turn into money in your business. Sales reps will refer to this as a win, hence the opportunity to win. Some reps are amazing at sparking a discussion but might lack the right skills and motivation to close accounts. Sales metrics like these can help you identify and train them to close more deals. Looking at each rep’s opportunity-to-win ratio can enable you to identify areas of improvement and act accordingly.

The closer the ratio of opportunity-to-win, the more effective your salespeople are at the later stage of the pipeline. If your team isn't closing a minimum of 15% of your qualified leads, you might need to rethink your qualifications process.

Lead Conversion Ratio

One of the most important KPIs for sales is the magic number, the lead conversion ratio – ostensibly the number of interested people that turn into paying customers. Some businesses have a 1 percent conversion rate and others might even reach 10 percent, and either could be succeeding in their field. Once you have a baseline, you’ll know how many leads you need to convert your current rate of customers. When you understand the ratio of your conversions and your average sales cycle, you'll know how many leads you need to keep your team running full steam. You'll also know how many reps you need at any given point.

If your lead conversion rate is on target, you know that your sales pipeline is in good shape. A low lead conversion rate alerts you to weaknesses in your sales pipeline. Find benchmarks for your specific industry and use them as a target.

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Number of Sales Opportunities

The number of current and new sales opportunities plays a decisive role in sales management. To properly optimize and increase the value of your sales metrics, the number of opportunities should be high on your list. While the number of unqualified leads is an important metric in marketing, only valid qualified leads are really critical for sales. For example, leads with incorrect contact information have no real value for sales. In addition to detailed time monitoring of the number of new sales opportunities, e.g. daily, the potential purchase volume of these open opportunities is also an interesting KPI that you can see in our visual example. Furthermore, you will find trend indicators that compare the current performance with the previous month.

Monitor the number of (new) sales opportunities and their potential purchase value. This allows you to identify bottlenecks in your sales funnel at an early stage.

• Sales Opportunity Dashboard

Sales Opportunity Score

First of all, every single sales opportunity needs to meet your minimum lead requirements. However, there are of course still different classifications in terms of potential and actual sales opportunities. This is where scoring models come into play, a KPI for sales that helps you assign a standardized value to your sales opportunities, for example, a value from 1 to 5, as shown in our example. Such a score is used to further prioritize your opportunities in order to make the best use of your sales resources. It ensures that particularly profitable sales opportunities are handled promptly but also with high priority. Modern scoring models can assign the appropriate values based on the most important, underlying influencing factors completely or partially automatically. In practice, this process is still sometimes carried out manually.

Adequate opportunity scoring enables you to achieve your sales targets even in highly competitive markets so this metric should be monitored regularly.

Average Purchase Value

The average purchase value is one of the sales performance metrics that you can use when developing a sales growth strategy, revenue projections, and forecasting. It shows the average sales value of each transaction and, in our example, you can see 3 different packages or categories: basic, premium, and professional. It’s interesting to compare the average purchase value with the number of opportunities since you can immediately see how they correlate. Besides, this is one of our sales KPI examples that can tell you if you need to offer more incentives to your customers in order to increase your chance to sell higher-end products or services.

Compare your average purchase value with your past performance in order to understand if the metrics increased or not and look into it together with the number of opportunities.

Sales Volume by Country

As its name suggests, this straightforward metric tracks the volume of sales per country. This data is complemented with other insights such as the revenue, profit, and profit margin of each region to understand how each of them influences the overall profitability of the business. Naturally, you want to focus your efforts on the countries that are bringing more profit to the business. If you notice an unexpected decrease in sales, you can take a look at the development of each region and spot where the issue is. That said, tracking this indicator can also lead you to spot other countries that you are not targeting and have uncovered potential.

Compare the sales volume per country with the top products sold to understand where to focus your efforts.

• Sales Analysis Dashboard

Revenue & Profit by Product

Another valuable KPI for sales, the revenue and profit by product allows you to assess the development of your products and identify which ones are bringing more profit. Your best-selling items or the ones with the highest revenue are not necessarily the most profitable ones. As seen in the example, the DSLR D520 18MP is the product with the second highest revenue but it is also the one with the lowest profit margin. This could be due to expensive production processes or other cost-related factors. Extracting this type of conclusion can lead c-level executives to make important strategic decisions to increase sales and the overall profitability of the company. These initiatives include allocating marketing and monetary resources to bring more exposure to profitable products or reducing inventory of less profitable items to focus on better-performing ones.

Monitor this indicator regularly to evaluate which products are meeting profitability expectations and which ones are not, and implement strategic measures.

Revenue per Sales Rep

KPIs for sales must include stats about sales reps. You need to know how your team is performing and what kind of targets they need to reach, and this sales KPI will help you to do just that. It would be wise to compare these stats with the previous period to get a more detailed overview of your team’s results are growing or not. Set ambitious, but realistic goals. You can then analyze the exact revenue a sales rep is bringing, and depict these results over time. The target line will show you the average which you can adjust based on your overall sales goals.

Identify which of your sales rep is bringing the best results and compare them with other representatives to be able to improve your team’s performance.

Profit Margin per Sales Rep

Profit margin is one of the KPIs for sales that expounds on the profitability of the sales reps. This KPI is useful when management needs to determine whether to offer promotions or bonuses for each representative, or to determine the amount of the commission, for example. On the other hand, sales reps can use the margin to identify where to allocate their time and resources to be able to deliver the best possible results. It would make sense to compare the results between representatives and set realistic targets that each can outperform while bringing the best value and buck for the department or company.

Compare your results over time and identify each sales reps’ strengths. See if the targets are met or your sales strategy needs additional adjustments.

NPS per Sales Rep

The NPS or net promoter score by sales representative is a metric that shows how satisfied your customers are with the service provided by your reps. Naturally, you want to keep this score as high as possible as it not only influences the reputation of your business but also your income. Customers are highly influenced by the way salespeople interact with them at the time of making a purchase, if they answer questions accurately or show a willingness to help, then the probability that the customer ends up buying the product or service is higher. In the example above, we can see that Tom’s NPS has been steadily decreasing for the past 6 months. This is something that you want to monitor, even his NPS is still quite high.

Giving your sales rep incentives to motivate them to do a good job as well as training them on how to treat customers is a great way to keep a high NPS.

Upsell & Cross-Sell Rates

By implementing effective upselling and cross-selling tactics in your sales department, you stand a greater chance to increase your return on investment (ROI) and revenue in the long-run. It is far easier and cheaper to sell and, therefore, generate more revenue from existing clients and customers, than to acquire new ones. With upselling tactics, you encourage your customer to buy a more expensive upgrade or package of your product or service while cross-selling concentrates on purchasing an additional related product or service, for example. It also improves your customer service since your relevant suggestions for additional products and/or services can increase customer loyalty and customer satisfaction, too.

Compare your upselling and cross-selling rates by the sales reps and see which one of them is the most successful. Implement their tactics to the whole sales department.

Incremental Sales by Campaign

Incremental sales by a campaign is another important metric as it shows the number of sales generated by each marketing activity you have performed, whether through social media or e-mail. You can calculate your incremental sales by subtracting your baseline sales from your new sales generated. That means if you have your current sales of 75000$, and new sales of 95000$, your incremental sales will be a total of 20000$, resulting in your marketing campaigns. If you track this sales KPI on a regular basis, you will be able to determine which campaigns bring you the best possible results and develop further strategies with these new facts.

Identify your best campaigns that have brought to you the highest number of incremental sales, and monitor the results over time.

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9 Sales KPIs Every Sales Team Should Be Tracking

More sales data isn't always better. You need a clear focus on metrics that matter. Here are 9 critical sales KPIs to drive confident decisions and grow revenue.

Jeffrey Steen

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Ever been overwhelmed by the sheer volume of sales data you’re tracking — and confused by the metrics that matter? You’re not the only one. Research firm  McKinsey  highlighted this as a troubling trend: Too much data and no focus has made it difficult for sales leaders to reach clear “aha” moments that drive confident decisions and sustainable growth.

Fortunately, there’s a clear path forward. To ensure you’re maximizing the ROI of tools, teams, and customer relationships, zero in on sales key performance indicators (KPIs) that make the most of what you have while delivering recurring revenue: a combination of tried-and-true targets, like lead conversion rate, and those that measure long-term value, like customer and employee retention.

Below, we give you everything you need to know about sales KPIs that ensure a healthy, productive, and growing business.

What you’ll learn:

What are kpis in sales, why are sales kpis so important, what are sales metrics vs. sales kpis, what are the most important sales kpis, how do you track sales kpis, what sales kpi dashboards should you use, hit key kpis with real-time pipeline insights.

What could you do with relevant insights at your fingertips? Sell smarter, take action, and hit your forecasts. That’s how Sales Analytics works.

Key performance indicators (KPIs) in sales are the metrics used to measure how closely the performance of a sales team tracks to predetermined goals and how this performance impacts the business as a whole. This includes metrics like average leads generated per quarter and deal conversion rate.

Instead of different reps focusing on different metrics — or leaders eyeing a definition of success that sales reps aren’t thinking about — KPIs keep everyone aligned on the metrics that contribute to company growth. It’s important to note that KPIs themselves are not sales targets , but metrics that gauge activity with significant business impact. Sales leaders define target KPIs to ensure teams are tracking to specific revenue goals.

Here’s an example: Joy’s Toys, a toy manufacturer, is focused on growth but doesn’t have a clear target KPI for lead generation that incentivizes reps to keep their  pipelines full . Fast-forward a quarter or two and its revenue is “stop-and-go” with reps scrambling to find new opportunities after periods of focusing only on closing deals already in the pipeline. As a result, company growth stalls.

Competitor Saul’s Dolls, on the other hand, has mapped out a clear path to revenue growth that includes target KPIs for lead generation, quota attainment, and customer retention. These are shared with every rep so they can prioritize their time and efforts on prospecting, nurturing , and closing deals with new customers while  upselling existing customers — and no critical sales effort is ignored. With this focus, Saul’s Dolls is more likely to hit or surpass its revenue goals.

Your sales KPIs have a close relationship with your sales and business goals. For example, if the overarching business goal is 1,200 sales in a year, the KPI might be 100 sales each month. (100 sales per month x 12 months = 1,200 sales)

Sales metrics are any quantifiable measure of sales performance. This could look like the number of activities completed by sales reps, the number of leads in the sales pipeline, or anything else sales-related that can be measured. The key difference is that your sales metrics don’t necessarily have to connect with these broader goals.

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Historically, sales KPIs have focused on things like new leads in the pipeline, number of  closed deals  per quarter, and individual quotas. These are still important, but they often hinge on unpredictable one-off sales. To ensure your company is generating long-term, predictable revenue and maximizing ROI, it’s important to track both foundational sales KPIs and those that gauge the lifetime value of customer and employee relationships.

Here’s a closer look at the most critical sales KPIs:

1. Annual contract value (ACV)

What it measures: The average sales amount of a customer contract over the course of a year.

Why it’s important:   ACV  helps sales reps and managers identify opportunities for upselling and  cross-selling  that increase customer contract value and, ultimately, company revenue. If upselling or cross-selling are not possible (due to product portfolio, pricing structures, etc.), a low ACV may indicate a need for new customers that can drive revenue growth.

How to calculate: (Total sales value of contracts in a year) / (number of contracts) = Average ACV

2. Customer lifetime value (CLV)

What it measures: The value of all purchases, including upsells, cross-sells, and renewals, that a customer makes over the course of their relationship with your company.

Why it’s important:   CLV  is a clear indicator of how successfully your team is building the kind of trusting, value-first, and loyal customer relationships that lead to upsells, cross-sells, and renewals, and, as a result, predictable revenue. If your CLV is on the lower end, then try going over the call transcripts from your best customers. Use AI to generate call summaries that identify what moved the deal forward, then use these same tactics in future deals.

How to calculate: (Average purchase value per year) x (average number of purchases per year for each customer) x (average customer lifespan in years) = Customer lifetime value

3. New leads in pipeline

What it measures: The number of new leads added to each rep’s pipeline during a single quarter.

Why it’s important: Based on your conversion rates (four deals closed for every seven leads, for example), you will likely need a specific number of leads to hit sales targets. If reps’ lead count falls below your target KPI, it can be a sign that you need to spend more time on prospecting . A popular way to engage with more prospects is to up your presence on LinkedIn. Follow potential prospects, interact with them by liking and commenting on their posts, and then send a connection request.

4. Average age of leads in pipeline

What it measures: How long leads remain in the pipeline without becoming a closed deal. Usually calculated per rep.

Why it’s important: Reps know a full pipeline is a healthy one — but only if leads are actively moving toward a sale. Stalled deals are a drain on rep time that could be spent moving more viable deals down the pipeline. If you see a trend in stale leads for a particular rep, consider examining their pipeline and remove leads unlikely to close. AI insights help to quickly identify the stallers in real time so you’re not spending hours scanning through your pipeline and analyzing the data.

How to calculate: (Total age of all active leads per reps) / (Number of active leads) = Average age of leads in pipeline

Reps fall in love with deals, even if they’re stagnant. When I think about pipeline aging, if it’s stale — it’s trouble. Larry Long, Jr.

5. Conversion rate

What it measures: Also known as win rate, this is the percentage of each rep’s leads that are converted to closed deals. Usually tracked by quarter, per rep.

Why it’s important: If a single rep’s conversion rate is higher than the target conversion rate, that rep may be using sales strategies or processes that are particularly effective and can be operationalized for the entire sales team. If lower, you might need to fine-tune or streamline sales tactics to increase conversions.  Call recording and analysis  tools, alongside regular one-on-one  coaching , can help.

How to calculate: (Number of deals closed during a quarter) / (number of leads in the pipeline) x 100 = Conversion rate

6. Rep retention

What it measures: Percentage of reps who remain in your organization a set period of time after hire. Typically measured yearly.

Why it’s important: A low rep retention rate can disrupt carefully nurtured customer relationships, which can result in lost upsells/cross-sells — or just lost customers. It can also mean more money spent onboarding reps hired to replace those who leave. When rep retention is high, customer relationships remain intact and team stability is maintained.

How to calculate: (Number of total reps at the end of the year – new reps hired during the year)/(total number of reps at the start of the year) x 100 = Rep retention

7. Average rep ramp time

What it measures: The amount of time it takes a rep to get from the first day on the job to first prospect outreach.

Why it’s important: A quicker ramp time indicates your  sales enablement platform  and training are effective, your tools and processes are intuitive, and you’re hiring qualified candidates.   This results in faster sales and more engaged reps. If you find ramp time is slow, consider revisiting onboarding programs and sharing AI transcripts of winning sales calls with new reps, changing your tools, or streamlining your processes.

How to calculate: (Total time in days it takes all new reps to get from day one to first prospect outreach) / (total number of new reps) = Average rep ramp time

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8. referrals.

What it measures: The number of referrals for new customers from existing customers secured by each rep during a given quarter.

Why it’s important: When your customers are over-the-moon happy with your products or services, they can serve as advocates, promoting you to prospects who otherwise may not be familiar with your brand. This makes it easier for reps to sell, leading to faster  sales cycles  and more closed deals.

9. Customer retention

What it measures: The percentage of customers who continue to buy and use your products/services. The inverse is churn rate — the percentage of customers who decide to stop buying or using your products/services.

Why it’s important: While new customers add to revenue, they also take  significant resources to secure . By watching customer retention and focusing on opportunities to upsell and cross-sell, you’re generating predictable revenue with a loyal customer base — and maximizing ROI. If you see customer retention slip, you may need to revisit rep engagement strategies to ensure your team is prioritizing existing customer relationships.

How to calculate: (Overall number of customers at the end of the year – net new customers acquired during the year) / (number of customers at the start of the year) x 100 = Customer retention

A CRM uses customer and sales performance data to gauge progress toward sales KPIs. To help with interpretation, most CRMs offer visualization tools or dashboards that can be customized with the KPIs most relevant to your business. The dashboard provides a clear picture of sales and company health so everyone from sales reps to leaders can make decisions that keep revenue flowing.

We’re in noisier, more competitive markets, and businesses are relying on new data sources to scale against competition. You can still build a seven-figure business with a phone and Excel, but if you want to do it better, you need the right technology. Alex Alleyne

To make sure everyone is in the loop, you need dashboards that provide high-level status updates to C-suite executives and more granular, deal-based dashboards for your reps. You don’t have to worry about updating dashboards manually — automation and  AI-powered CRMs  can pull data directly into customized dashboards to help you see progress toward KPIs without manual lift. Use these insights to improve performance, like tracking the fastest rep ramp times and checking in with those reps to see what worked that you could replicate.

Here are the dashboards we recommend for how to track sales KPIs:

For chief revenue officers (CROs) and sales leaders:

• Home “State of the Union” Dashboard: This provides an overview of top-level, year-to-date performance by target KPIs. It gives you the most important metrics for your business on one screen, including notable open and closed deals (usually the biggest accounts by value), top sales reps by quota attainment, and overall sales performance vs.  forecast .

For sales managers:

• Pipeline Dashboard: Get a snapshot of each rep’s pipeline with this dashboard, including average sales cycles, average deal amounts, and conversion rates. You’ll get clarity on the progression of deals in each pipeline and identify problem areas you need to address quickly.
• Team Activities Dashboard: See what your team’s doing to stay on top of active deals. Look at their total, completed, and overdue tasks and review each rep’s call and email logs. Dive deeper into conversations by looking at AI-generated call summaries. Use these summaries to identify customer sentiment and help move deals forward. Overall, this dashboard is key for monitoring rep engagement and  sales process  efficiency.

For sales operations (sales ops) teams:

• Performance Dashboard: Drill into closed deals by region, account, or product so you can see what’s contributing to high deal win rates or slowing conversions. Once you know the “why,” you can recommend strategy shifts for your team.
• Stage Analysis Dashboard: This dashboard shows how deals across all reps are moving through the stages of the sales process, revealing bottlenecks and at-risk opportunities. Trends and patterns identified with AI can reveal opportunities for process improvements.

For sales reps:

• Rep and Team Leaderboard Dashboards: This is an overview of individual rep and team performance data, including  sales quotas  attainment, leads in pipe, pipe generation, closed/won deals, average sales cycle time, and sales activities.

For more guidance, check out our article on key sales  KPI dashboards  that can help you hit or exceed your revenue targets.

Home in on the sales KPIs that matter to you

There’s no shortage of sales KPIs to track — but zeroing in on the right ones depends on what’s important to your business right now. First, identify overarching goals. For example, are you focused on driving growth or maximizing revenue with existing resources and investments?

Once you’re aligned on larger goals, you can select relevant sales KPIs to track and target metrics that will ensure you hit your broader business goals. Be sure to set up dashboards in a  CRM  accessible to all teams so you can see a clear view of progress toward the goals you’ve defined.

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As a business and marketing writer for 15 years, Jeffrey specializes in skill-up content at Salesforce. His work touches on everything from sales fundamentals to employee coaching, leadership best practices, and growth strategies.

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21 Most Important Sales KPIs & Metrics

• Updated on June 20, 2023

Sales can be called the core element of any for-profit business. So, it is essential to track your sales team’s performance or the overall situation of leads and sales. Sales KPIs (key performance indicators) are metrics that are used exactly for those purposes to determine the state of a company.

In Someka, we’ve been developing Sales Dashboard templates for years, and now, for our readers, we gathered the essential Sales KPIs you should track and the basics of key metrics.

What is KPI in sales?

Organizations use sales KPIs (key performance indicators) to test and see whether their sales departments or projects go well according to the projections or not.

Why should you track sales KPIs?

Sales performance is one of the most critical aspects of any for-profit organization. Sales numbers indicate the overall success and growth of the companies. So, you should track sales KPIs frequently if you want to see whether your company is growing or stagnant.

What are the most important KPIs in sales?

Sales KPIs are various and your company or organization may need a specific sales or marketing metric that is not common. For the most used sales KPIs, you should read more!

Sales Metrics

1. sales revenue.

Sales Metrics / Work Efficiency / Financial Performance / Revenue / Profitability / Sales

Description: Total value of all goods or services sold. You should not include any returns or allowances. It is main share of the revenue.

Calculation Method / Formula: Sales price * number of units sold

Should be High or Low?: If the value drops you may have look closer on your investments, marketing and budget planning.

2. Sales Units

Sales Metrics / Revenue / Financial Strategies / Sales / Work Effectiveness

Description: Sales Units – total number of sold units in a period of time.

Calculation Method / Formula: Total number of sold units

3. Sales Growth

Sales Metrics / Revenue / Financial Strategies / Sales / Work Effectiveness / Marketing Strategies

Description: It measures effectiveness of your sales team. If and how much they can influence the growth of income through some period of time. To measure it you need to compare your sales value between some given periods of time.

Calculation Method / Formula: (sales revenue from current month – sales revenue from previous month) / sales revenue from previous month

Should be High or Low?: If your company is growing the number will most likely be fairly higher. Later on, the target will depend if your company is releasing new products or how is your brand value placed on the market among the other companies.

4. New Customers

Sales Metrics / Customer Satisfaction / Brand Value / Market Share / Sales / Marketing Effectiveness

Description: You can measure total number of your customers and how it is changing through the time.

Should be High or Low?: The number should grow within a time, but how fast it grows all depends on effectiveness of marketing strategies and the market demand.

5. Sales Cycle Length (SCL)

Sales Metrics / Customer Relationship / Sales / Work Effectiveness / Performance

Description: The most used way to monitor sales cycle is to start from the client’s entering till an end when the sale is closed. That metrics depends on your offer and client target. Times will vary depending on number of items your client is going to buy. If you are selling electronic, clients need to get first all technical questions answered, in case of cloths you need to take into account time for try on etc.

Should be High or Low?: If sales cycle length is growing by time, you may think about your sales strategies or try to understand what a cause can be. Maybe if your inventory grew much then your customers also take more time for decision process or maybe there are some problems with your sales manpower.

6. Avg. Revenue Per Unit (ARPU)

Sales Metrics / Financial Performance / Revenue / Profitability / Customer Value / Sales

Description: Average Revenue per User also known as Average Revenue per Unit. Average revenue generated by an average subscriber per month (or year). You can estimate how much a single user is worth for you and decide what kind of advertising or marketing strategies are worth to invest in.

Calculation Method / Formula: Divide the total revenue by the number of subscribers.

Should be High or Low?: This number depends on your offer prices. If your products are fairly not expensive you probably have to think more about reaching more customers and try to keep them with your competitive price offers. But in that case, it may be not worth to invest in pay-per-click advertisement method.

7. Avg. Revenue Per Customer (ARPC)

Description: Average Revenue per Customer (similar to APRU). Average revenue generated by an average customer per month (or year). You can estimate how much a single customer is worth for you and decide what kind of advertising or marketing strategies are worth to invest in.

Calculation Method / Formula: Divide the total revenue by the number of customers.

8. Customer Acquisition Cost (CAC)

Sales Metrics / Marketing / Costs / Sales / Customer Value

Description: It is a total cost of advertising to convince a potential customer to buy your product or service. It may show you how good is your marketing strategy. The target of any marketing should be gaining as much as possible new customers not just visitors without real value. You have to remember to include in the expense’s salaries, costs of software, equipment, rent etc. Conversion is very often mix with acquisition of a client it is important to know the difference, acquisition means gaining a potential client that starts a subscription but he haven’t spent money yet while conversion counts only customers who spent already money on your product or services.

Calculation Method / Formula: (Total Marketing + Sales Expenses) / number of New Customers Gained

Should be High or Low?: It is related to your campaign and marketing strategies. You should choose it according to your target based on a value of an average customer.

9. Lead-To-Sale Conversion Rate

Sales Metrics / Sales / Marketing Effectiveness / Digital Marketing / Customer Value / Cost

Description: This is a ratio between total number of leads and number of customers coming from the given group of leads. It shows how many of them actually bought some of your products. The target is to have this ratio fairly high but even if conversion rate is not very high, but the number of leads is growing your total sales will grow as well.

Calculation Method / Formula: number of new customers / total number of all leads

Should be High or Low?: You may check how your strategies or product improvement influence on the conversion rate and based on that choose some directions in growing your company.

10. Cost Per Conversion (CPC)

Description: Since acquiring leads and customers through cost-per-click advertising is usually expensive, it is very important to compare it with ROI. If number of your new prospects is much higher than the acquired customers, the actual profitability of paid campaigns may drop to very low results. Conversion is very often mix with acquisition of a client it is important to know the difference,

Calculation Method / Formula: Average toal cost to gain a new customer

Should be High or Low?: If the cost is growing most likely you have a lot of visits of new potential prospects, but the conversion rate is going down.

11. Avg. Customer Profitability (CPV)

Description: Total revenue coming from the customers compared with the cost related to this income measured in given period of time. It is very similar metrics to Customer lifetime value. The main difference is that in CLV we take into calculation all the money spent now and in the future for example due to active subscription by the customer while the customer profitability is based on the sales current and previous only. However, most of the time it is calculated exactly the same as CLV

Calculation Method / Formula: revenue earned (in period of time) – costs related to the customer relationship (in the same period of time)

Should be High or Low?: To keep this metrics on a proper level you should be tracking sales teamwork and adjust the number or employees to actual demand. If there are not enough employees your real costs may increase due to the bad customer experience etc. However, overemployment may also cause your company unnecessary extra expenses.

12. Customer Lifetime Value – LTV

Sales Metrics / Financial Performance / Revenue / Customer Value / Sales

Description: Estimate value of the net profit coming from the entire future relationship with a client. It is the total amount of profit that average client is likely to spend over the time while being a client (Customer lifespan).

Calculation Method / Formula: one of the ways to measure LTV is: Average value of sale * number of transactions * Retention time * profit margin

Should be High or Low?: Lower or higher number depends on type of your products or services. You can set some target and with correct investments in development and marketing strategies you can try to increase that number.

13. Customer Turnover Rate

Sales Metrics / Customer Satisfaction / Market Demand / Cost

Description: Also called the attrition rate. It is a percentage of churned customers out of all customers connected either by some contract or subscription for services or products in some period of time (in a month). The main reason usually for the attrition of the customer is poor customer experience or slow service performance.

Should be High or Low?: To decrease the percentage and increase the customer satisfaction you may consider develop tactics how to value your customers and how to build a relationship with the customer.

14. Sales Budget Ratio / Operating Expense Ratio (OER)

Sales Metrics / Budget Management / Revenue / Sales / Business Performance / Work Efficiency

Description: It’s important to understand your operational effectiveness by tracking the operating expense ratio. It is related to daily company’s core operations. The lower those expenses are, the higher profit is made. operating revenue and operating expenses are related to your company’s main activity

Calculation Method / Formula: Sales Expenses/ Revenue

Should be High or Low?: You can track changes and estimate possible outcomes on operating improvements.

15. Staying In Budget

Sales Metrics / Budget Management / Planning Effectiveness / Cost / Savings

Description: How many projects out of total were delivered within set budget. It can give a projection on the further estimations. Projects overestimated are calculated as on budget, which can give a little false output value. If calculated just for one project it will just give the idea of percentage how accurate was the budget estimation in compare to reality.

Should be High or Low?: If the number is much below 100, it is also good to calculate % of projects with overestimated budget. That can give some lead for mistakes in estimation process itself.

16. Team Monthly Performance

Sales Performance Metrics / Revenue / Financial Performance / Profitability / Sales / Work Efficiency

Description: There is plenty of metrics showing team performance like revenue or margin profit.

17. Actual Sales Shares

Sales Performance Metrics / Revenue / Financial Strategies / Sales / Work Effectiveness / Market Share

Description: Actual ratio of sales according to the target realization performance of sales team

18. Sales Realization Rate of each sales rep

Sales Performance Metrics / Financial Performance / Revenue / Sales / Profitability / Work Effectiveness

Description: Sales realization is a percentage of actually sold goods where seller received payment out of total sales together with the one where the payment wasn’t successfully finished

Calculation Method / Formula: number of recieved payments / number of total sold products (or services)

Should be High or Low?: In case of dropping number, you may check if there is no problem with payment methods or there are some misunderstandings that leads customer to withrow or not pay the money.

19. Team Year Total

Sales Performance Metrics / Work Efficiency / Financial Performance / Revenue / Profitability / Sales

Description: Total yearly sales revenue.

Description: Target can be set for example as a sales target per salesman.

Calculation Method / Formula: Team Yeat Total / number of salesmen

21. Actual Sales results

Description: Total value of all goods or services sold. You should not include any returns or allowances.

Below is the summary of Sales KPI metrics:

Most Important KPIs for Different Industries

Success doesn’t look the same for every industry. Therefore, there are various KPIs applicable to different industries. We collected the most common KPIs for every industry, check them out!

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Former SVP of Sales & Support, Intercom

Main illustration: Sean Suchara

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There are many parts to a high-performing sales organization – the right people, processes and strategy, to start. But today, the underlying backbone of all of it is the right data as a foundation for customer acquisition.

That’s not to say there’s no art to practicing sales. Much of what defines our most outstanding sales reps is their ability to deeply understand our prospects’ and customers’ business needs and speak directly to them. They often care about far more than just their sales quota . While science has always been part of sales, it’s hard to ignore the increasing importance of taking a data-driven approach to growing your business.

As a sales leader, that means you have to be able to interpret and use data about your team and organization throughout the sales cycle. As a sales rep, you need to be comfortable understanding the data behind your pipeline. For both, it’s the ability to turn numbers like lead volume, win rates and ARPA into an actionable plan that impacts the bottom line. If you’re forecasting short on your global revenue target, do you know how you’ll make up the difference? That’s not a rhetorical question.

The best way to gain this visibility is through clearly defined sales KPIs. Here’s a look at the sales KPIs we track at Intercom and how we use them to drive key outcomes.

Get 28 actionable sales plays to scale your revenue machine.

What are sales KPIs?

Sales KPIs, or Key Performance Indicators, are a series of agreed-upon, quantitative measures used to assess the performance of a sales organization. KPIs help sales reps, managers and leaders track progress to targets, identify high-level trends and themes, and manage individual and team performance.

Sales KPIs versus sales metrics

Some might argue that there are fine-grained distinctions to be made between KPIs and metrics. In my world, they’re just two sides of the same coin. You can think about it this way: your KPIs are the key metrics you use to measure sales performance.

Beware of headline KPIs

When you’re first defining your sales KPIs, it can be tempting to focus all of your attention on headline KPIs like organizational or individual attainment. After all, the end goal of any sales organization is to bring in more money for the business. While headline KPIs are a concise way of understanding where you’ve netted out, they rarely provide the full picture of how or why you hit (or missed) your targets in Salesforce.

“The point of tracking sales KPIs is to drive action for our team, not just to display them on a sales dashboard”

That’s why I spend much of my time examining underlying KPIs like lead flow, pipeline creation, churn, expansion and more. The point of tracking sales KPIs is to drive action for our team, not just to display them on a sales dashboard. For example, say that I notice we’re over delivering on sales eligible leads but our number of stage one opportunities – new leads that our Sales Development Representatives (SDRs) mark as qualified and pass to our Account Executives (AEs) – hasn’t increased. I can interpret that in one of two ways: either we have more leads of poorer quality, or we haven’t staffed up our SDR team to convert the increased volume. Both can be corrected to get us up and over the line.

The 18 top sales KPIs and metrics

Below I break down the top 18 sales KPIs that we track here at Intercom. The KPIs are organized by category with more detail on how we calculate and use each sales metric. Here are the 18 sales KPIs and metrics we’ll cover:

Sales eligible lead delivery

First response time, number of accounts contacted, number of accounts engaged, stage one opportunity creation, stage two opportunity creation.

• Average revenue per account

New logos acquired

New logo revenue, new business win rate, expansion dollars, contraction dollars, churn dollars, gross customer churn, net expansion revenue, net new revenue attainment, individual quota attainment, revenue sold per rep, 6 types of sales metrics (and the best kpis for each).

While there are infinite metrics we could track and many more that we do track, these are the ones we feel are critical to driving growth and efficiency.

For many of these KPIs, you’ll want to measure them on two levels: individual and team. Both are important if you want to manage your sales reps to top performance and ensure your team is on track to hit company goals.

1. Lead generation KPIs (Top of funnel)

For our inbound leads – new leads that are generated by marketing activities – we track:

For our outbound leads – leads generated by our outbound SDRs – we track:

At this stage, many companies become obsessed with tracking sales activities, especially if they’re doing outbound sales . While I agree there’s value in tracking activities like number of calls made or emails sent, you can’t hang your hat on a seventeen-part cadence and having your SDRs call it 17 activities. Your SDR leaders need to be able to put these key inputs in the context of driving the right outcomes.

2. Pipeline creation KPIs

Because they’re important predictors of how much revenue we can expect to close, we track the conversion rate of leads to stage one and stage two opportunities on a weekly, monthly and quarterly basis. We use cohorting to understand how our conversion rates change over time. That also means conversion rates will always be lower for newer cohorts – in the graph above, those are the cohorts closest to week 14 – because not all leads that will convert have yet.

Here’s how we define stage one and two opportunities:

3. New business KPIs

Average revenue per account (ARPA)

We also track new business win rate. This is a measure of how efficiently our AEs are turning qualified opportunities into new revenue. Here’s how we define it:

There are two important things to remember when calculating your win rate. The first is that your win rates will look very different between your inbound and outbound opportunities and by business segment, so you should track each of these separately. Take your inbound and outbound opportunities, for example. Your inbound opportunities are your hand raisers and as a whole, they’ll have much higher win rates than your outbound opportunities.

The second is that you’ll need to measure your win rate on a cohorted basis . Otherwise you’ll see constant fluctuation as your pipeline matures and sales processes change. An alternate approach is to track your win rate on a rolling basis. If your sales cycle is 60 days on average, you might look at your win rate on a rolling 60-day basis. The goal of both approaches is to establish a reliable win rate on an organizational level.

4. Existing business KPIs

That’s why we keep a close eye on churn, contraction and expansion trends to make sure we’re constantly delivering value to our customers . The obvious goal is for expansion to always exceed churn and contraction as we’ve modeled in the graph above.

Here’s how we define our existing business metrics and KPIs:

5. Organizational attainment KPIs

6. Individual performance KPIs

Quota attainment and revenue sold per rep are measured differently for AEs, SDRs and relationship managers (RMs). For AEs, it’s new business revenue and for SDRs, it’s the number and size of stage two opportunities. For RMs who are focused on existing business, it’s net expansion revenue.

How to drive key outcomes with sales metrics

Defining your sales KPIs is an important start, but KPIs alone can’t take your business to the next level of sales growth. As I mentioned earlier, it’s how you apply them and the actions they inspire that make KPIs so valuable to any sales organization. Here are two very different examples of how we’ve used sales KPIs as strategic levers.

Example #1: Secure executive buy-in

To be an effective sales leader, the work of your sales organization has to bubble up to what the company wants to accomplish at the highest level. You have to be competent at translating your sales KPIs into new initiatives that make sense to the entire executive team.

“You have to be competent at translating your sales KPIs into new initiatives that make sense to the entire executive team”

Recently, we saw an opportunity to test outbound sales as a way to move upmarket and increase our global revenue. In theory, it’s simple: Hire a few outbound folks and start selling to larger companies. But the math also has to work out. You need to work with your finance team to establish the ROI metrics and appropriate timelines. That way, you can say to your peers, “The target is to have an ROI of 4X on each outbound SDR, and it’s forecasted that we’ll achieve that run rate in no more than 12 months.”

The inputs that define your outbound initiative are your sales KPIs – the number of opportunities created per head, win rate, net new revenue and average revenue per account. Together these numbers are your game plan for how and why outbound sales makes sense for your business. You can only do this kind of executive expectation setting with the right data.

Example #2: Turn product launches into revenue

Often when people think about product launches, they think about building and shipping new features. But what comes after – how you market and sell it – is just as important, and our sales team play an important role in ensuring the investment we make in our product pays off in the market.

When we launched Custom Bots , our conversational marketing chatbot, we set a specific target for net new revenue. For our relationship managers, that trickled down to an amount of pipeline they had to build for Custom Bots among their book of existing customers. By creating a dedicated KPI, we’re able to ensure that our investment in our product has a positive financial impact and that the launch is maximized across the company.

“By creating a dedicated KPI, we’re able to ensure that our investment in our product has a positive financial impact”

Whenever you have a new initiative, whether it’s a new feature, plan type or focus area for the company, you have to be able to come up with clear monthly sales KPIs for your sales team.

The power of data in sales

The value of having the right sales KPIs can’t be understated – whether you sell online or offline, SaaS or physical products, B2B or B2C. For ambitious companies, monitoring the right metrics is the difference between driving scalable growth and seeing your revenue flatline. Put bluntly, if you’re not a data-driven sales leader or sales manager, you’re in trouble. But KPIs on their own are just numbers on a dashboard. They only become meaningful when you dig deeper, start looking for underlying trends and themes, and use those insights to take the next step toward faster growth.

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40 Best KPI Dashboards PowerPoint PPT Templates: A Complete Guide

The Key Performance Indicator (KPI) is a measurable value that shows how effective a company is in achieving key business objectives. Organizations and companies use KPIs at multiple levels to assess its success in reaching its set goals.

High-level KPIs may focus on overall business performance while lower level KPIs may focus on operations in departments such as Sales, Marketing, Human Resources, Support and more.

In short, KPIs are individual units of measurement that provide a preview on the performance of various departments and initiatives in the company. It also effectively shows where companies are in relation to their goals and how this can be improved.

What are the types of KPI?

There are several types of KPIs:

Strategic Indicator: This indicator monitors the strategic goals of organizations. Usually, one or two strategic KPIs are used to measure the performance of an organization in a specific area at any given time. This includes returns on investments, market share, etc.

Operational Indicator: This indicator measures performance within a shorter time frame and focuses on organizations' operations and efficiency. It is designed to help make better decisions about providing products, services or other operational functions on a daily basis.

Projects Indicator: This indicator focuses on measuring progress and efficiency in completing projects.

Risk Indicator: This indicator focuses on measuring the risk factors that may threaten the success of organizations.

Personnel indicator: This indicator focuses on human behavior, skills and performance needed to implement strategies.

What makes key performance indicators (KPIs) effective?

One of the most important and often overlooked aspects of KPIs is that they are a form of communication and coordination between parts of the company, as they are bound and subject to the same rules and best practices as any other form of communication and coordination between team members or department heads.

In terms of developing a strategy for formulating performance indicators, your team should start with the basics and understand what your organizational goals are, how you plan to achieve the goals, and who can act on this information.

This should be an iterative process that includes feedback from analysts, department heads, and managers. When you gather the opinions of the said team, you will gain a better and deeper understanding of the business processes and KPIs that should be measured using the KPI dashboard, and with whom this information should be shared.

What is the intended benefit of KPI's?

Key Performance Indicators are important because they highlight the business performance of companies, and individuals, thus organizations use them to assess their success in reaching critical goals. High-level KPIs may focus on the overall performance of the organization, while low-level KPIs may focus on operations within departments.

It is also important to performance indicators to evaluate and measure the performance of employees within companies, improving and developing all internal and external operations of the organization.

How to create KPIs?

Let's say your goal is to increase book sales for the year. You will call these KPIs, the book sales KPI. Here's how to define it:

What: Book sales increase 15% this year.

Why: Achieving this goal will allow you to hire another agent.

Measurement: Progress will be measured as an increase in the number of books sold and revenue generated.

How: You can increase your site traffic with a blog focused on topics related to the publishing industry.

Who: The Content Marketing Manager will be responsible for the KPIs.

The result: book sales will increase by 15% this year.

When: The progress of the KPIs will be reviewed on a monthly basis.

Develop your KPI to fit the changing needs of the business

Suppose, for example, that your organization has recently started a new production line or is expanding abroad. If you do not update your KPIs, your team will continue to track goals that do not necessarily reflect a change in tactical or strategic direction.

You may think, based on your results, that you continue to perform at a high level. In reality, though, you may be tracking KPIs that fail to capture the impact your efforts are having on core strategic goals. KPIs that are not updated at all become obsolete.

Reviewing your KPIs monthly (or, at best, weekly) will give you a chance to improve or change course entirely.  

What is a KPI Dashboard?           

The easy to access data will make you less overwhelmed and can quickly understand the whole picture of the performance of your company, know what and where the problems are and give you full control on all the details and matters.

Therefore, a KPI dashboard is an all-in-one tool that provide the monitoring and analysis you need. It allows you to follow the performance of individuals, departments, teams, or the entire company. KPI dashboards lets you to easily check what is happening and be alerted to the KPIs that have exceeded the set limits.

KPI dashboards are most likely to be displayed using specific color patterns like red, yellow, and green. Red indicates a problem, yellow is a warning or a risk, and green means everything is fine. It is very important to get everything clear and direct at first glance, so next we will introduce you to one of the best options you may have for PowerPoint KPI dashboard template.

KPI Dashboards PowerPoint PPT Template

A well designed and thought KPI dashboard gives business owners quick access to the crucial indicators or tools of the business, and helps them decide whether they are going well or not. But recently a lot of KPI dashboards are more fabricated and decorated than useful, or are so filled with details that it’s impossible to read the important information right away. Designing a KPI dashboard needs a lot of experience and skill, that why you should choose the right template if you have a presentation on the subject, and we here give you the Best KPI Dashboards PowerPoint PPT Template you can find out there which covers all the needed indicators and required slides, such as:

Sales KPI Dashboard: An essential slide that shows the sales you have been making, on a daily or monthly basis too, as well as sales risk and sales process that are taking place currently.

Traffic Acquisition Report Dashboard: It’s an important visual to know where users came from, including organic search, social media, paid campaigns, etc. and it’s used to make decisions about future marketing campaigns and determine the effectiveness of your website and current marketing efforts.

Social Media KPI Dashboard: This PowerPoint slide is very relevant when you count heavily on social media networking then you will be such slide to show all the numbers and growth and interaction that’s happening to your channels.

CRM system KPI Dashboard: Customer relationship management (CRM) is a slide for managing all your company's relationships and interactions with customers and potential customers. A CRM system helps companies stay connected to customers, streamline processes, and improve profitability.

Target Vs Actual Sales Commissions: It is the slide where you compare your intended sales goal and the ones you have really made, detailed and clear KPI PowerPoint slide, and one among many other useful and essential ones.

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Free KPI Dashboard Templates

By Kate Eby | October 24, 2022

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We’ve compiled the top free key performance indicator (KPI) dashboard templates for measuring your work toward an objective over a period of time. Track, analyze, and quantify your efforts, and improve your success metrics and efficiency. 

Included on this page, you’ll find a simple KPI dashboard template , a KPI performance dashboard template , a KPI dashboard presentation template , a project management KPI dashboard template , and an efficiency KPI dashboard template . Plus, get tips on how to create a KPI dashboard template in Excel .

Simple KPI Dashboard Template

Download a Sample Simple KPI Dashboard Template for Excel | Google Sheets

Download a Blank Simple KPI Dashboard Template for Excel | Google Sheets

Use this simple KPI dashboard template to view your KPIs as horizontal bar charts, line graphs, and histograms. The template includes budget, revenue, budget vs. actual cost, profit margins, and debt-to-equity ratio KPI charts. Easily customize the template to provide KPI data for any series of performance measurements, and create a simple visualization of your metrics. Use the template’s Goal and Actual columns to track high-performance realization with this dynamic template.

See this comprehensive article on KPI dashboards to find additional KPI dashboard resources.

KPI Performance Dashboard Template

Download a KPI Performance Dashboard Template for Excel | Google Sheets

Exceed performance expectations with this visually rich KPI performance dashboard template. Track the month-by-month, year-to-date (YTD), and year-over-year progress of your KPIs with this template’s easy-to-read bar charts, line graphs, and donut graphs at a glance to ensure that you’re hitting your performance objectives. The template comes pre-loaded with Marketing and Operations data but can be retooled to measure KPIs for any vertical, department, or service. 

See this detailed article on when to use KPIs instead of objectives and key results (OKRs) to quantifiably measure performance for your specific objectives.

KPI Dashboard Presentation Template

Download a KPI Dashboard Presentation Template for  PowerPoint | Google Slides  

Introduce and explain the big picture for key objectives, progress, and milestones with this presentation-ready KPI dashboard presentation template. This template’s easy-to-read visual indicators help viewers quickly learn the status of any key performance indicator. Use this template to visually convert your data into easily understandable infographic updates on project, product, or service goals.

Project Management KPI Dashboard Template

Download a Project Management KPI Dashboard Template for  Excel | Google Sheets

Help your project management office (PMO) track status, milestones, objectives, and overall project progress with this project management KPI dashboard template. In addition to Overall Status, Budget, and Pending Items pie and bar charts, the template also includes space to create individual project tasks, assign them to team members, set their priorities, and select their statuses. A Project Status field helps you keep track of overall progress toward project goals, while a Completed field tracks the percentage of your project that has been successfully completed. 

For more resources on KPI dashboard metrics for project and program management, see this comprehensive article on crucial KPI metrics that provide valuable insights into the health of your project or program.

Efficiency KPI Dashboard Template

Download an Efficiency KPI Dashboard Template for   Excel | Google Sheets

If efficiency is the primary KPI to assess your project, product, service, or sales data, this template is for you. This efficiency KPI dashboard template comes pre-loaded with data for a sales team but can be quickly customized to include data from any field. The template’s unique Efficiency Level field provides an efficiency percentage based on the month-by-month set performance target column data compared to actual results.

What Is a KPI Dashboard Template?

A KPI dashboard template is a visual tool for measuring performance over time. These templates compare achievements to set milestones and goals. Use a KPI dashboard template to visually represent your team’s progress, efficiency, and performance with graphs and charts. 

A KPI dashboard template provides a framework for gauging your project, product, service, sales, or individual performance. While you can use a KPI dashboard template to monitor performance progress, you can also use it to help you track daily, monthly, or annual variances. Doing so can help you pinpoint particular areas of performance that need improvement. 

By having an effective tool to standardize performance tracking, project sponsors, project managers, stakeholders, team members, and others can rest assured that performance will improve over time. 

Most KPI dashboard templates include bar charts, pie charts, and/or histograms so that teams can easily track progress. Having easy-to-read visual representations of set objectives helps managers share data-rich details in a high-level, visually dynamic, easy-to-read format. By using a KPI dashboard template, project managers can ensure that priorities, objectives, goals, and deliverables are clearly defined; that all related tasks are assigned; and that all performance standards are trending upward.

How to Create a KPI Dashboard in Excel 

A KPI dashboard provides charts and graphs that track progress toward set objectives for any vertical. Create a KPI dashboard in Excel to help you track key goals by filling in an existing KPI dashboard template with your preferred data.

A KPI dashboard provides a single-screen view of pre-set KPIs. If the existing KPI dashboard template isn’t pre-filled with the KPIs you want to track, you can easily customize it. By creating the KPI dashboard that you want from an existing template, you can ensure that your dashboard tells the high-level story of your data in a presentation-ready format. 

While creating a KPI dashboard from scratch in Excel can be time consuming, KPI dashboard templates enable you to streamline the process. Simply customize an existing template to suit your specific needs. 

For example, if an available KPI dashboard template includes project-oriented factors such as task progress and status, task completion status, budget, and pending items, but you are not working on a specific project, you could customize this template to track sales goal data, sales tasks, or profitability goals. 

Similarly, if a KPI dashboard template focuses on sales goals and efficiency, you could switch out the sales data for tasks, department goals, or other metrics you want to measure. By doing so, you can adjust the efficiency level to be a key performance indicator of task, project, or department efficiency. 

By customizing a KPI dashboard template as early as the project-planning phase, project managers, sponsors, and team members can agree upon objectives and set KPI metrics. This way, you and your team can track, measure, and analyze achievements, as well as make necessary recalibrations and adjustments to ensure that you achieve your goals.

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Sales KPIs: Top 18 Sales Key Performance Indicators For Modern Sales Teams

Published 2021-11-29 , updated 2023-10-03

Summary - Modern sales teams are driven by a collaborative spirit and an awareness of metrics and KPIs. Here are 18 of the most common sales KPIs.

19 sales KPIs for modern sales teams

• Sales Qualified Leads
• Sales Opportunities
• Number of Monthly Onboarding and Demo Calls
• Call Volume per Rep
• Sales Cycle Length
• Sales per Rep
• Contact to Customer Conversion Rate
• Trial Conversion Rate
• Sales Bookings
• Lead-to-Win Rate
• Average Cost per Lead
• Customer Acquisition Cost
• Average Selling Price
• MRR Growth Rate
• New and Expansion MRR
• Customer Lifetime Value
• Retention and Churn Rates

Sales have always been about influencing through relationships.

While some basic sales KPIs remain in place, modern sales teams now embrace new, dynamic KPIs to track their performance. Let’s look at SaaS, for example. 

SaaS focuses on month-to-month product and service offerings. This business model means that sales teams are no longer judged by landing huge one-off deals. Modern sales teams focus on turning sales-qualified leads into customers, and expansion MRR and customer retention rates. 

All KPIs will help sales teams—and their companies—grow.

Why Are Key Performance Indicators (KPIs) Important In Sales?

KPIs aren’t just about mere numbers or statistics. They can help identify patterns, predict trends, and guide strategic planning in a sales context. 

Here’s why they are indispensable:

Measure performance

At the core, KPIs provide an objective assessment of how well (or poorly) a sales team is performing. They are a yardstick to measure sales effectiveness against set targets and industry benchmarks.

Make smart decisions

If you’ve been in business long enough, experience has probably given you a good sense of intuition. But, complementing this with a data-driven approach can significantly enhance decision-making. KPIs provide the necessary data to make informed decisions. It can help direct the sales team's actions and help manage expectations.

Identify strengths and weaknesses

KPIs can shed light on the areas where your sales team excels and areas that need improvement. Regular tracking of these metrics enables you to fine-tune your strategies, address weaknesses, and build on existing strengths.

Determine motivation and alignment

KPIs can serve as a motivation for your sales team. They provide clear, quantifiable objectives that they can strive to achieve. Additionally, KPIs ensure individual goals and tasks align with the broader business objectives. As such, it fosters unity and team spirit.

Forecast sales trends

KPIs can help predict future sales trends based on historical data. They allow you to prepare for peaks and troughs in your sales cycle, enabling you to plan and strategize better. Forecasting sales trends allows you to manage your resources more effectively and set realistic expectations.

Optimize sales process

By analyzing these metrics' data, you can identify bottlenecks or inefficiencies in your sales process and work towards improving them. This might involve refining your sales pitch, redefining your sales funnel, or rethinking your target market or product offering.

Establish a clear line of responsibility

KPIs help in clarifying responsibilities within the sales team. They outline specific targets for each individual, making it clear what is expected of them. This ensures accountability and helps in clearly communicating the tasks, goals, and expectations to all team members. 

Assigning responsibility based on KPIs can help:

• Improve task management
• Enhance productivity
• Foster a sense of ownership and commitment toward achieving business goals

Allocate budget wisely

KPIs can also help in the effective allocation of your sales budget. They can provide insights into what areas are delivering the most return on investment and which ones require more attention and resources. 

Monitoring your sales KPIs lets you identify the most profitable strategies and allow you to maximize your returns. Better budget allocation only optimizes financial resources. It also increases the overall effectiveness and profitability of the sales department. 

Boost customer understanding

KPIs can tell you about customer preferences, purchase patterns, and feedback. It offers valuable insights that can be used to enhance customer experience and satisfaction. This can lead to stronger customer relationships and improved customer retention. 

Gain a competitive edge

Understanding which KPIs are relevant to your competitors and where they stand can provide you with a significant competitive advantage. Compare your performance against industry benchmarks and competition to identify areas where you outperform or underperform. This can, in turn, guide strategic decisions to improve performance and gain a competitive edge in the marketplace. 

How To Monitor Sales KPIs

You can measure your sales KPIs on a dashboard. A sales dashboard is a visual representation of your sales data that you can segment, filter, or view over different time periods. Most importantly, a sales dashboard displays your sales metrics and KPIs at-a-glance and in real time. 

How To Create A Sales Dashboard

Sales dashboards can take the form of a spreadsheet or in a dashboard and reporting tool —or anything in between. A dashboard solution brings all of your important sales data together in one place and updates automatically so you’re using the latest information to make your data-driven decisions. 

18 Things That Should Be On Your KPI Dashboard

Here are 18 of the top sales KPIs used by modern sales teams. Some of these sales KPIs may have overlapping qualities. The effectiveness and selection of each KPI should always depend on the business and marketing and sales models that are in place. Learn how to define your organization's KPIs .

Trials is a KPI that applies to both marketing and sales. Trials count the number of accounts that start within a specified period of time. This KPI can serve as a way to rally marketing and sales to work together. The higher volume of trial starts that marketing can encourage, the higher volume of leads that sales can qualify and eventually close.

Furthermore, this KPI helps you identify how well new features or updates to your software resonate with potential customers. Assessing the rate and feedback of trials shows you the product aspects that need improvement. It offers a real-time feedback loop. As such, it enables sales and marketing teams to tweak campaigns and messaging for optimal performance.

2. Sales Qualified Leads

Sales Qualified Leads (SQLs) are a direct result of trials. Sales teams qualify trials as Sales Qualified Leads when a lead meets certain conditions defined by the sales process. Before becoming an SQL, they are identified as a Marketing Qualified Lead . Sales Qualified Leads are prospects who signal intent to buy. This KPI is important for sales teams to track because the larger your pool of SQLs, the larger the pool of opportunities that could convert to a customer.

Monitoring SQLs regularly provides valuable insights into the effectiveness of lead nurturing campaigns. Thus, it allows teams to refine their strategies to maximize conversions and optimize resources. Understanding the source and quality of these SQLs can further optimize lead-generation techniques. As a result, you can ensure a steady inflow of potential clients.

3. Sales Opportunities

You might be asking yourself, "What's the difference between a Sales Qualified Lead vs Opportunity? "

Opportunities allow sales teams to see all pending opportunities and determine which opportunities are high-intent and worth pursuing.

This sales growth KPI organizes prospects based on opportunity value and the probability of a closed deal. Each prospect has an estimated purchase value associated with them to help your team prioritize their efforts.

Sales prospects can be ranked according to the likelihood of wins, assuming the sales team has collected enough data from their current customer base to have an understanding of what makes for a probable close.

Understanding the value of your sales opportunities enables the prioritization of high-value prospects. With this, you ensure the team's efforts yield maximum returns. Plus, it ensures you're allocating resources effectively and not missing out on potential big wins.

4. Number of Monthly Onboarding and Demo Calls

Onboarding calls signify how many onboarding and/or demo calls the sales team completes in a month. Onboarding and demo calls can be a critical step in closing a deal, so this sales enablement KPI is an important one to track.

Like many of the KPIs throughout this article, you can segment this metric to track individual employee performance. 

Moreover, these calls can be an excellent opportunity to gather feedback directly from prospects. As such, it gives sales and product teams actionable insights to improve offerings and tailor pitches. Establishing a structured feedback mechanism post-call can further enhance the quality of information gathered.

5. Call Volume per Sales Rep

For outbound teams, call volume is a look into how many calls (or outreach like email) each sales representative has made to potential customers.

This KPI can be further broken down into whether the call was answered (or the email was opened), the length of time spent on each call, the level of interest, and how many potential prospects were discovered per # of calls.

A regular review of this KPI can also offer insights into the overall health of the sales pipeline. Additionally, it can highlight any potential training or resources required for reps to be more effective. Lastly, it provides an avenue to recognize and reward top-performing sales reps, fostering healthy competition and motivation.

6. Sales Cycle Length

How much does the average sale generate, and over what length of time? Sales cycle length helps sales teams see, on average, how long it takes to close a deal.

This sales growth KPI will help you set sales targets and forecast revenue while providing a timeframe and required efforts and resources required on average to win each customer.

Assessing this metric regularly enables sales managers to identify bottlenecks in the sales process. As a result, they can work towards streamlining operations to reduce the sales cycle. This also assists in setting realistic expectations for stakeholders regarding sales outcomes.

7. Sales per Rep

Sales per employee , or sales per rep, allows sales leaders to see, on an employee level, how many sales were made per rep. This KPI can be helpful in establishing a sales baseline (and setting personal goals) and determining the strengths and areas of improvement for each rep.

For example, a sales representative may take a longer time to close a deal, but the deal could be higher value and retain the customer longer.

For the sake of sustainability, it's important not to use the sales per rep KPI to create a culture of competition and comparison between reps but instead use it as a performance metric per employee.

Continuous monitoring of this KPI can also help identify training opportunities. This ensures that every rep is equipped with the skills and knowledge to perform at their best. This approach fosters continuous learning and development within the sales team, elevating overall performance.

8. Contact to Customer Conversion Rate

Contact-to-customer conversion rate is a modern sales KPI that tracks the number of contacts that have converted to sales. Contacts are typically existing customers, past customers, or qualified leads who have some form of a relationship with your business.

Sales teams should use this sales conversion KPI to quantify how efficiently the sales process secures and grows existing customer relationships. They can also use this KPI as a way to evaluate customer relationship management.

Sales teams can identify the most effective channels and refine their strategies by segmenting this KPI based on different customer touchpoints. This granular approach can uncover hidden opportunities or underutilized channels. As such, it maximizes the reach and impact of sales efforts.

9. Trial Conversion Rate

The trial conversion rate measures the percentage of users that have converted to a paid account from a trial. While this KPI may only be applicable to SaaS sales teams, it’s still an important one to keep an eye on.

Trial conversion rate can help to identify your target audience, too. By looking at trial conversion rates, sales teams can identify the demographics and companies that are likely to have the highest success with the product and focus on attracting the highest converting users.

It's also worth noting that a sudden drop or spike in the trial conversion rate can be indicative of broader market trends or changes in the competitive landscape. Keeping a pulse on these fluctuations ensures timely interventions and course corrections.

10. Sales Bookings

Sales bookings calculate the total "wins" in a dollar value, as determined by either a close deal or a signed/committed sale within a specified time period. Bookings are a sales KPI that modern SaaS sales teams are driven by, and it can be split out into a variety of categories—such as sales bookings per region and sales bookings per employee.

Beyond raw numbers, understanding the context around sales bookings, like season or market shifts, can help in forecasting and strategic planning. This deeper dive into sales bookings can also provide insights into the types of deals being closed, whether they're new businesses or repeat purchases.

11. Lead-to-Win Rate

What's the ratio between closed deals and the number of leads? Lead-to-win rate helps sales teams understand product-market fit, pricing structure, and if the sales approaches taken should be used to close future deals.

This is a KPI that should be shared to align marketing, sales, and product teams. It’s also worth noting that lead-to-win rate is an account-focused metric, so unlike contact-to-customer conversion rate that measures existing customers, lead-to -win rate measures leads only.

Continual evaluation of this KPI provides a clear view of the evolving market landscape. It also helps refine the qualification criteria for leads. This feedback loop ensures that the sales team's approach remains agile and responsive to market demands.

12. Average Cost Per Lead

Cost per lead answers the question: How much does it cost for us to generate a single lead? Modern sales teams want to be efficient in their time and spending to acquire new leads. This sales KPI is important to track because it will impact your customer acquisition cost.

As a note, the most accurate average cost per lead KPI tallies up all marketing expenses (including employee salaries). Sectioning this KPI based on different campaigns or lead sources enables teams to optimize their marketing spend and focus on the most profitable channels. This aids in the iterative process of refining marketing strategies, ensuring a robust ROI.

13. Customer Acquisition Cost

Customer Acquisition Cost (CAC) is an important sales KPI because it measures the cost your business incurs to acquire new customers. Sales teams should care about this metric as it is calculated by adding all sales and marketing costs divided by the number of new customers in a specific time period. The lower your CAC , the higher your efficiency in acquiring customers. Sales teams should look at customer acquisition costs across customer segments to understand which customers are more profitable and which may take more time and cost to acquire.

Comparing CAC with Customer Lifetime Value (LTV) gives a holistic view of the profitability and sustainability of the sales process. Furthermore, trends in CAC can provide early warning signs of inefficiencies or rising costs in the acquisition process.

14. Average Selling Price

Average Selling Price measures the average value of each sale and, therefore, helps the sales team place a quantifiable value on each potential opportunity. Sales teams can apply this metric to a product or a service or even to an entire market.

This sales KPI, in conjunction with other metrics associated with pricing models, is how a sales team can estimate the true dollar value of each lead. Trends in this KPI can also signal shifts in the market. This allows sales teams to adjust their strategies proactively. A consistent analysis can also illuminate the balance between volume of sales and the value of each sale, guiding pricing strategies.

15. MRR Growth Rate

Monthly sales growth measures the increase or decrease of your sales revenue on a monthly basis. For most SaaS sales teams, the monthly MRR growth rate is a reasonable projection, although it can be expressed using an annual time frame.

Monitoring sales growth from month to month helps modern sales leaders see and act on sales revenue trends as they're happening versus reflective reporting. Setting attainable sales revenue goals both on an individual and team basis can inspire performance and keep sales efforts aligned. 

Furthermore, this KPI can also be used to gauge the effectiveness of different marketing and sales campaigns, allowing for data-driven decision-making. An upward trajectory in MRR growth rate indicates a company's resonance with its target audience and market positioning.

16. New and Expansion MRR

MRR, monthly recurring revenue , is the number of paying customers multiplied by the average amount of all customers.

New MRR is the additional monthly recurring revenue that you gained over the month.

For SaaS businesses, expansion MRR is an important metric. Expansion MRR measures additional MRR from existing customers that have upgraded their plan.

The work of a modern sales team doesn't end with a closed deal. Nurturing a relationship with your existing customers can lead to both new and expansion MRR. As a benchmark, best-in-class companies achieve expansion MRR ratios that are anywhere between 20-40% of top-line revenue every month.

Tracking this KPI can highlight the effectiveness of customer success initiatives. As such, it emphasizes the importance of post-sales engagement. This also underscores the significance of nurturing existing client relationships, potentially leading to upsells or cross-sells.

17. Customer Lifetime Value

It's important for sales teams to understand not just the dollar value of the deal but how much revenue that closed deal brings to the company over time. This ensures they know the "true" impact of a win.

The Customer Lifetime Value KPI is calculated as:

Lifetime Value = Gross Margin % X ( 1 / Monthly Churn ) X Avg. Monthly Subscription Revenue per Customer.

Customer Lifetime Value is a popular metric beyond sales teams, too. Hear why LTV is important to founders on the Metric Stack podcast .

Also, understanding the LTV across different customer segments helps in tailoring sales and marketing strategies to target the most profitable demographics. Recognizing the factors that contribute to a higher LTV can guide efforts to enhance customer experiences and satisfaction.

18. Retention and Churn Rates

Churn and retention rates are important sales KPIs to track after the deal closes. Churn rate is truly the mark of how today's sales teams are changing. For many modern sales teams, the job doesn’t end after the deal closes. Sales takes partial responsibility for ensuring customers remain happy and don’t churn. 

Moreover, analyzing the reasons behind churn helps sales teams identify areas of improvement in their offering or sales process. Thus, they can work proactively to enhance customer satisfaction. Reducing churn is beneficial for revenue and plays a pivotal role in brand reputation and word-of-mouth referrals.

Another way to look at churn is through the lens of renewal and retention, with metrics like Gross Revenue Retention Rate . Learn more about churn rates .

How Can Sales KPI Be Improved?

Improving sales KPIs involves a continuous process of setting targets, tracking performance, analyzing results, and making strategic adjustments. Here's how you can go about this:

Set clear objectives

To improve any KPI, first understand your desired outcomes. Is it increased revenue, better lead conversion, or reduced sales cycle length? By clearly defining objectives, you can direct your resources where they're needed most.

Share these objectives with the entire sales team to ensure everyone is on the same page. A collective understanding of goals helps align individual efforts toward achieving overarching targets.

Regular company training

Regularly train your sales team on the latest market trends, products, and sales techniques. A well-informed and skilled salesperson is better equipped to meet and exceed targets.

Training should be an ongoing commitment, not a one-time event. Keep your team updated on new sales tools and methods, and continuously assess their skills to identify areas for improvement.

Use advanced analytics

Tools like CRM software can provide insights into customer behavior, helping you effectively refine your sales strategies and target potential leads.

Don’t just collect data; analyze it to identify patterns, trends, and opportunities. With platforms like PowerMetrics, you can get a real-time view of your sales metrics, ensuring that your decisions are data-driven and timely. Remember, data-driven decisions tend to be more accurate and yield better results in the long run.

Continuous feedback

Institute a system where salespeople receive continuous feedback on their performance. Constructive criticism and recognition of successes can motivate individuals to adjust their tactics and strive for better results.

Encourage a culture where feedback flows in both directions. Salespeople should feel comfortable sharing their observations and challenges with managers, fostering a collaborative problem-solving environment.

Understand customer needs

One of the best ways to improve sales is to understand the customer's needs. Regularly engage with customers, conduct surveys, and gather feedback to refine your offerings and sales pitch.

Truly understanding customer needs goes beyond surface-level conversations. Dig deep to understand your target audience's pain points, challenges, and aspirations, and adapt your product offerings and sales strategies accordingly.

Streamline the sales process

If your sales process has too many steps or is convoluted, it can deter potential customers. Review and simplify the sales journey, ensuring that it's straightforward and user-friendly.

Audit the sales process periodically to remove any bottlenecks or unnecessary steps. Streamlining improves customer experience and can make your sales team more efficient.

Collaborate with marketing

Sales and marketing teams should work in tandem. Both departments can amplify their efforts and drive improved results by sharing insights and collaborating on strategies.

Cross-departmental meetings can help ensure that marketing campaigns align with sales goals and vice versa. A cohesive strategy will often yield better results than isolated efforts.

Set realistic goals

While ambition is good, unrealistic KPIs can demotivate a team. Ensure that targets are challenging yet attainable based on market conditions and historical data.

When setting targets, always account for factors like seasonality, economic conditions, and competitor activity. Adapt them as needed to keep them realistic yet challenging, encouraging your team to stretch their capabilities.

Invest in technology

Embrace the latest sales technologies, from AI-driven insights to chatbots, which can help automate routine tasks and offer customers personalized solutions.

Moreover, evaluate the effectiveness of the technology you’re using. As new tools become available, be willing to update and upgrade to stay competitive and efficient.

Review and adjust

The sales landscape is ever-evolving. Periodically review your KPIs and adjust strategies as needed, ensuring they remain relevant and practical.

Conduct regular strategy review meetings to assess the effectiveness of current practices. Be open to change and encourage your team to bring new ideas to the table, making sure your sales strategies evolve along with market trends.

Track Your Sales KPIs On A PowerMetrics Dashboard

Now that you know which top 18 sales KPIs and metrics to track, you need a PowerMetrics dashboard . A dashboard brings all your data together in one place, provides visibility and transparency into your numbers, and can increase productivity with near-real-time insights. Get started with PowerMetrics today!

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Marketing & Sales KPIs PowerPoint Template

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Use the right marketing and sales KPIs to track sales figures and customer needs, and react to trends and changes at any time. Meaningful Key Figures A key performance indicator (KPI) is a performance measure that can a company monitor changes and track goals. KPIs focus on the data that matters most to a company's performance and can help highlight relevant developments. This set offers a selection of essential, proven KPIs for sales and marketing, especially online marketing. You can find the right KPIs to check the effectiveness of your newsletter campaign and present your findings using one of the email marketing dashboards. Present Key Figures Professionally Are you looking for a bar chart, pie chart, area chart, infographics or a combination of several graphics on one dashboard? This set contains a huge selection charts and diagrams for sales, marketing, email marketing, SEO and social media. Simply choose the one that best suits your needs and enter your own data. With the KPIs – Marketing & Sales Set, You Can

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This PowerPoint Template Includes: Infographics, diagrams and dashboards with KPIs for:

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