Sales Metrics

Do you know the most important sales metrics, KPIs, and ratios to track? Explore top sales metrics and benchmarks reviewed by industry experts.

Trial Conversion Rate

Trial Conversion Rate measures the percentage of users that have converted to a paid account from a trial period. Commonly referred to as Free Trial to Paid Conversion Rate, this metric indicates product value by measuring the number of users that find enough value in the product to pay for it. Trial Conversion Rates vary based on the type of trial you use. In SaaS, the standard practice is to either have a freemium product or a free trial period that usually spans a couple weeks.

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Trials

Trials is a count of the number of trial accounts started during a given period of time. The Trials metric helps a business gauge interest in their product and make sales predictions.

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Video View Through Rate

Video View Through Rate refers to the rate at which Video Views are initiated relative to the number of opportunities there were to consume the video content (video/thumbnail impressions). It is important to note that because the Video View metric definition varies across platforms, the Video View Through Rate baseline or benchmark may vary between platforms as well.

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Video Views

Video Views is a count of the number of times a video is watched. It can also be used to count the number of times a video is started.

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Win Rate

Lead To Win Rate is the percentage of Leads who entered the sales funnel and are now "Closed Won" Customers. This is one of the most ubiquitous sales conversion metrics and is a strong indication of product market fit, pricing, and sales execution. It's also a key metric in aligning your marketing, sales, and product teams.

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Won Customers

Won Customers is the count of new accounts that are “Closed Won”. It is a measure of success of the Sales, Marketing, and increasingly Product teams. "Closed Won" is the stage at which a prospect has signed or electronically accepted a contract and is now considered a customer. Counter to Won Opportunities, Won Customers only applies to the Account once, whereas you can have multiple Opportunities per Account.

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Won Opportunities

Won Opportunities is the count of sales opportunities that are “Closed Won”. It is a measure of success of the Sales, Marketing, and Product teams. "Closed Won" is the stage at which a quote or proposal has been signed or electronically accepted and is now considered fulfillable. Counter to Won Customers, Won Opportunities apply to both new and existing customers.

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