Sales Metrics
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
Free 5 day course
Get smarter about your Sales metrics in daily bite-sized emails.
“I loved the short straight-to-the-point emails about KPIs and dashboards. I read all of them and I even kept some for later. Loved all the examples.”
- Audrey Hardou, Strategic IT Procurement Manager, Air Canada
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.
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 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.
Customer Acquisition
Use this sales metric to measure your customer acquisition and marketing efforts.
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.
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.
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.
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.
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.
% 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.