Sales Metrics & KPIs
Metrics help teams perform to the best of their ability
Sales teams are the driving force behind your business. You drive revenue, and your efforts are the first thing that your CEO talks about with the board or shareholders. Your sales numbers are top of mind for everyone in the business.
Top performing sales teams are adapting to an ultra competitive, accelerated business environment by being data-driven. Everything in sales is measurable, and that's good, because anything you can measure you can improve. Metrics act like a compass and help you stay laser focused on achieving results.
This resource is designed to help sales professionals like yourself learn the basics of metrics, and to find examples you can apply to your own work.
See the examples below to get visual and practical examples of how these are implemented in sales organizations.
Most commonly used Sales Metrics
The top metrics for modern sales teams and sales executives are:
- 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
- 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
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Sales Growth Metrics and KPIs
Sales growth is one of the most important sales metrics for any organization to track.
Learn more about Sales Growth Metrics and KPIs
Sales Target
Use this sales KPI to track your current performance against a revenue objective.
Learn more about Sales Target
Sales Opportunities
Prioritize sales activities based on metrics associated with new and existing opportunities.
Learn more about Sales Opportunities
Sales-to-Date
Sales-to-date tracks metrics associated with revenue in a given time period.
Learn more about Sales-to-Date
Cannibalization rate in sales and marketing
The cannibalization metric is used to inform sales and marketing on product and revenue decisions.
Learn more about Cannibalization rate in sales and marketing
Sales Conversion Rate
How well does your team convert prospects into new customers?
Learn more about Sales Conversion Rate
Product Performance
Use the product performance sales metric to track top performers and weed out products that don't sell.
Learn more about Product Performance
Sell-Through Rate
Use this sales metric to track product sold versus inventory stocked in a month.
Learn more about Sell-Through Rate
Sales per Rep
Measure the performance of each of your sales reps or sales teams.
Learn more about Sales per Rep
Sales Closing Ratio
Measure the number of formal quotes sent compared to the number of deals closed.
Learn more about Sales Closing Ratio
Average Purchase Value
Measure the average sales value of each transaction using this sales metric.
Learn more about Average Purchase Value
Baseline Sales
Subtract marketing for the equation to see your baseline sales metric.
Learn more about Baseline Sales
Customer Acquisition
Use this sales metric to measure your customer acquisition and marketing efforts.
Learn more about Customer Acquisition
Sales Bookings
Measure the value of bookings over a specific time period.
Learn more about Sales Bookings
Trial Accounts
For a software product, tracking the trial accounts sales metrics keeps the team focused on new prospects and opportunities.
Learn more about Trial Accounts
Potential New Clients Contacted
This sales metric track the number of new leads contacted by the team.
Learn more about Potential New Clients Contacted
Missed Sales Opportunities
Use this sales metric to track lost opportunities.
Learn more about Missed Sales Opportunities
Gross Margin Return on Investment (GMROI)
Measure the total revenue gained after covering the investment of making the sale.
Learn more about Gross Margin Return on Investment (GMROI)
Sales Force Effectiveness
Use the Sale Force Effectiveness metric to measure your team's performance
Learn more about Sales Force Effectiveness
Adjusted Trial Rate
The adjusted trial rate sales metric to gauge awareness and interest in your product.
Learn more about Adjusted Trial Rate
Channel Margin
Use this sales metric to measure the margin achieved throughout operating sales channels.
Learn more about Channel Margin
Conversation to Appointment Rate
This sales metric measures the total number of conversations that result in new appointments or demos.
Learn more about Conversation to Appointment Rate
Sales Cycle Duration
Use this sales metric to measure the time it takes to close a deal from start to finish.
Learn more about Sales Cycle Duration
Sales Value Productivity
Use this sales metric to measure average deal size by agent.
Learn more about Sales Value Productivity
Unit Sales to Average Market Unit Sales
Use this sales KPI to track your total market share.
Learn more about Unit Sales to Average Market Unit Sales
Revenue to Average Market Sales Revenue Ratio
This sales KPI tracks your revenue against your competition.
Learn more about Revenue to Average Market Sales Revenue Ratio
Promotions Conducted
This sales metrics tracks the performance of your promotions.
Learn more about Promotions Conducted
Repeat Purchase Volume
Use this sales metric to analyze the number of repeat customers.
Learn more about Repeat Purchase Volume
Purchase Frequency
Use this sales metric to measure how often a customer makes a purchase.
Learn more about Purchase Frequency
Leads Generated by Agents
Use this sales metric to see how effective your agents are at generating leads.
Learn more about Leads Generated by Agents
Selling Costs to Sales Ratio
Use this sales metric to analyze the relationship between selling costs and sales revenue.
Learn more about Selling Costs to Sales Ratio
Potential Revenue in the Sales Pipeline
Use this sales KPI to track revenue in your sales pipeline.
Learn more about Potential Revenue in the Sales Pipeline
Sales Growth by Market Segment
Growth by segment is an important sales metric for your team to track.
Learn more about Sales Growth by Market Segment
Percent of Revenue from New Products
This sales metric measures the % of revenue you generate from new products and services.
Learn more about Percent of Revenue from New Products
Orders Cancelled by Reason
This sales metric examines why orders are cancelled and sorts them by reason.
Learn more about Orders Cancelled by Reason
Order Frequency
Measure the average amount of orders coming in during a specific time period.
Learn more about Order Frequency
Successful to Unsuccessful Tenders
This sales metric tracks the number of successful offers you tender.
Learn more about Successful to Unsuccessful Tenders
Revenue Gained from Top Customers
This sales KPI tracks revenue by your top customers.
Learn more about Revenue Gained from Top Customers
Product-Line Profitability
This sales metric measures the total profit gained from a specific product line.
Learn more about Product-Line Profitability
Sales Orders Filled per unit Time
Measure the average amount of sales orders filled within a specific time period.
Learn more about Sales Orders Filled per unit Time
Sales Orders Filled per FTE (Full Time Equivalent)
Use this sales metric to track orders by full time employee.
Learn more about Sales Orders Filled per FTE (Full Time Equivalent)
Sales Turnover
Measure the total value of products or services that were sold or provided.
Learn more about Sales Turnover
Sales Revenue per Hour
This sales metric tracks the total amount of revenue produced in an hour.
Learn more about Sales Revenue per Hour
Store Conversion Rate
Use this sales metric to measure your store's conversion rate.
Learn more about Store Conversion Rate
% Markdown Goods
Measure the share of sales for products with markdowns out of the total product landscape.
Learn more about % Markdown Goods
Sales by Department
Use this sales metric to measure revenue generated by departments within your sales organization.
Learn more about Sales by Department
Selling Opportunity
Use this sales metric to track the number of unique users that access your store or website.
Learn more about Selling Opportunity
Repurchases of Services Following Project Completion
Measure the impact of finishing a project has on a customer’s repurchasing behavior.
Learn more about Repurchases of Services Following Project Completion
Activated New Business Value
This sales metric measures the value of all new business contracts within a specific time period.
Learn more about Activated New Business Value
Time to Break Even
Use this sales KPI to track how long it takes to get a product, project, or organization profitable.
Learn more about Time to Break Even
Coupon Conversion
How effective are your coupons at generating sales? Use this sale metric to find out.
Learn more about Coupon Conversion
Sales Quota Attainment
Measure the time period it takes for a specific sales quota to be achieved.
Learn more about Sales Quota Attainment
Percent Closing Ratio
This sales metric measures how many sales proposals result in a sale.
Learn more about Percent Closing Ratio
First Appointment-to-Sales Ratio
Monitor the number of sales appointments that move onto the next stage in the sales funnel.
Learn more about First Appointment-to-Sales Ratio
Revenue per Successful Call
This sales metric measures the revenue generated by successful outbound calls.
Learn more about Revenue per Successful Call
Average Profit Margin
Measures the average profit generated from the sale of a specific service, product or product/service category.
Learn more about Average Profit Margin
Sales by Contact Method
This sales metric tracks which contact methods generate the most sales and revenue.
Learn more about Sales by Contact Method