Sales Metrics & KPIs
Metrics & KPIs for modern sales teams.
Sales metrics to help teams measure their performance
Modern sales teams are the driving force behind your business and key sales metrics are top of mind for everyone. Sales teams drive revenue. And revenue is often top of mind for the CEO, the board, shareholders, and employees.
Top performing sales teams are data-driven. Everything in sales is measurable. And the benefit to measuring your performance is that you can identify areas of improvement. Key sales metrics are a compass that keep you on course to achieving the results you and your business are looking for.
This top sales metrics and KPIs resource is designed to help sales professionals like you identify and track the best sales metrics with examples you can track on your own dashboards and reports.
Best Sales Metrics
- Average Profit Margin
- Opportunities
- Sales Qualified Leads
- Trial Conversion Rate
- Sales Cycle Length
- Cost Per Lead
- Lead to Win Rate
- Retention and Churn Rates
- Customer Lifetime Value
- New and Expansion MRR
Sales Growth Metrics and KPIs
Sales growth is one of the most important sales metrics for any organization to track.
Sales Target
Use this sales KPI to track your current performance against a revenue objective.
Sales Opportunities
Prioritize sales activities based on metrics associated with new and existing opportunities.
Sales-to-Date
Sales-to-date tracks metrics associated with revenue in a given time period.
Cannibalization rate in sales and marketing
The cannibalization metric is used to inform sales and marketing on product and revenue decisions.
Sales Conversion Rate
How well does your team convert prospects into new customers?
Product Performance
Use the product performance sales metric to track top performers and weed out products that don't sell.
Sell-Through Rate
Use this sales metric to track product sold versus inventory stocked in a month.
Sales per Rep
Measure the performance of each of your sales reps or sales teams.
Sales Closing Ratio
Measure the number of formal quotes sent compared to the number of deals closed.
Average Purchase Value
Measure the average sales value of each transaction using this sales metric.
Baseline Sales
Subtract marketing for the equation to see your baseline sales metric.
Customer Acquisition
Use this sales metric to measure your customer acquisition and marketing efforts.
Sales Bookings
Measure the value of bookings over a specific time period.
Trial Accounts
For a software product, tracking the trial accounts sales metrics keeps the team focused on new prospects and opportunities.
Potential New Clients Contacted
This sales metric track the number of new leads contacted by the team.
Missed Sales Opportunities
Use this sales metric to track lost opportunities.
Gross Margin Return on Investment (GMROI)
Measure the total revenue gained after covering the investment of making the sale.
Sales Force Effectiveness
Use the Sale Force Effectiveness metric to measure your team's performance
Adjusted Trial Rate
The adjusted trial rate sales metric to gauge awareness and interest in your product.
Channel Margin
Use this sales metric to measure the margin achieved throughout operating sales channels.
Conversation to Appointment Rate
This sales metric measures the total number of conversations that result in new appointments or demos.
Sales Cycle Duration
Use this sales metric to measure the time it takes to close a deal from start to finish.
Sales Value Productivity
Use this sales metric to measure average deal size by agent.
Unit Sales to Average Market Unit Sales
Use this sales KPI to track your total market share.
Revenue to Average Market Sales Revenue Ratio
This sales KPI tracks your revenue against your competition.
Promotions Conducted
This sales metrics tracks the performance of your promotions.
Repeat Purchase Volume
Use this sales metric to analyze the number of repeat customers.
Purchase Frequency
Use this sales metric to measure how often a customer makes a purchase.
Leads Generated by Agents
Use this sales metric to see how effective your agents are at generating leads.
Selling Costs to Sales Ratio
Use this sales metric to analyze the relationship between selling costs and sales revenue.
Potential Revenue in the Sales Pipeline
Use this sales KPI to track revenue in your sales pipeline.
Sales Growth by Market Segment
Growth by segment is an important sales metric for your team to track.
Percent of Revenue from New Products
This sales metric measures the % of revenue you generate from new products and services.
Orders Cancelled by Reason
This sales metric examines why orders are cancelled and sorts them by reason.
Order Frequency
Measure the average amount of orders coming in during a specific time period.
Successful to Unsuccessful Tenders
This sales metric tracks the number of successful offers you tender.
Revenue Gained from Top Customers
This sales KPI tracks revenue by your top customers.
Product-Line Profitability
This sales metric measures the total profit gained from a specific product line.
Sales Orders Filled per unit Time
Measure the average amount of sales orders filled within a specific time period.
Sales Orders Filled per FTE (Full Time Equivalent)
Use this sales metric to track orders by full time employee.
Sales Turnover
Measure the total value of products or services that were sold or provided.
Sales Revenue per Hour
This sales metric tracks the total amount of revenue produced in an hour.
Store Conversion Rate
Use this sales metric to measure your store's conversion rate.
% Markdown Goods
Measure the share of sales for products with markdowns out of the total product landscape.
Sales by Department
Use this sales metric to measure revenue generated by departments within your sales organization.
Selling Opportunity
Use this sales metric to track the number of unique users that access your store or website.
Repurchases of Services Following Project Completion
Measure the impact of finishing a project has on a customer’s repurchasing behavior.
Activated New Business Value
This sales metric measures the value of all new business contracts within a specific time period.
Time to Break Even
Use this sales KPI to track how long it takes to get a product, project, or organization profitable.
Coupon Conversion
How effective are your coupons at generating sales? Use this sale metric to find out.
Sales Quota Attainment
Measure the time period it takes for a specific sales quota to be achieved.
Percent Closing Ratio
This sales metric measures how many sales proposals result in a sale.
First Appointment-to-Sales Ratio
Monitor the number of sales appointments that move onto the next stage in the sales funnel.
Revenue per Successful Call
This sales metric measures the revenue generated by successful outbound calls.
Average Profit Margin
Measures the average profit generated from the sale of a specific service, product or product/service category.
Sales by Contact Method
This sales metric tracks which contact methods generate the most sales and revenue.
What is a good sales KPI template?
It can be said that a good sales KPI template isn’t a visual example, but a process. To define your sales KPI template, take these three actions:
- Identify your business objective
- Set a departmental target to help achieve that objective
- Define your measurement process
For example, if your business objective is to bring in a total revenue of $1M this year, you need to set a sales target of $250K per quarter, and measure your closed won opportunities closely throughout the course of the year