49 Sales Performance KPIs

I developed this list of 49 metrics for a project I am working on. If you want to develop your own set of KPIs, this list will help you figure out what information you need from your sales team. Select at least one from each category to evaluate their performance.

Sales Performance KPIs

1. Revenue-Growth Measure: Compare revenue over different time periods (e.g., monthly, quarterly, annually).
2. Quota-Attainment Measure: Percentage of salespeople meeting or exceeding their sales quotas.
3. Average Deal Size: Total sales revenue divided by the number of closed deals.
4. Sales Conversion Rate: Number of closed deals divided by the number of opportunities or leads.
5. Sales Cycle Length: Time taken from the first contact to closing a deal.
6. Lead-to-Opportunity Conversion Rate: Number of leads converted to opportunities divided by total leads.
7. Opportunity-to-Win Ratio: Number of opportunities won divided by total opportunities.
8. Pipeline Coverage: Total pipeline value divided by the sales target for a period.
9. Win Rate: Number of deals won divided by total number of opportunities.
10. Customer Acquisition Cost (CAC): Total cost of sales and marketing divided by the number of new customers.
11. Customer Lifetime Value (CLV): Average purchase value multiplied by purchase frequency, multiplied by the average customer lifespan.
12. Average Revenue Per Account (ARPA): Total revenue divided by the number of accounts.
13. Upsell/Cross-sell Revenue: Revenue generated from existing customers through upselling or cross-selling.
14. Time to First Sale: Average time it takes for new sales reps to close their first deal.
15. Sales Rep Activity Metrics: Number of emails sent, calls made, meetings booked, and demos given by each rep.
16. Number of New Opportunities: Number of new opportunities created in a specific time frame.
17. Sales Forecast Accuracy: Compare the forecasted revenue to actual revenue for a given period.
18. Lead Response Time: Average time it takes to respond to an inbound lead.
19. Sales Qualified Leads (SQLs): Number of leads that meet the predefined criteria to be handed over to sales.
20. Customer Retention Rate: Percentage of customers retained over a specific period.
21. Churn Rate: Percentage of customers lost over a specific period.
22. Net New Revenue: Revenue gained from new customers minus revenue lost from churn.
23. Deal Velocity: Value of the deals in the pipeline divided by sales cycle length.
24. Product Penetration Rate: Percentage of customers using multiple products/services.
25. Sales Productivity: Revenue generated per sales rep over a specific period.

Lead Generation and Qualification KPIs

26. Lead Conversion Rate: Total leads converted into paying customers divided by total leads generated.
27. Cost Per Lead (CPL): Total marketing spend divided by the number of leads generated.
28. Marketing Qualified Leads (MQLs): Number of leads that meet the marketing qualification criteria.
29. Lead Scoring Accuracy: Accuracy of the lead scoring system in predicting conversion.
30. Lead Acquisition Source: Track the number of leads generated from each marketing channel (organic, paid, social, etc.).
31. Sales Pipeline Growth: Growth rate of total pipeline value over time.

Customer Engagement and Satisfaction KPIs

32. Customer Satisfaction Score (CSAT): Average customer satisfaction score from surveys.
33. Net Promoter Score (NPS): Percentage of promoters minus detractors based on customer feedback.
34. Customer Feedback Response Rate: Percentage of customers who respond to feedback surveys.
35. Product Adoption Rate: Percentage of customers actively using your product or service.
36. First Contact Resolution Rate: Percentage of customer queries resolved on the first contact.
37. Customer Effort Score (CES): How easy it is for customers to resolve issues or accomplish goals.

Sales Team KPIs

38. Sales Rep Ramp Time: Average time taken for new sales reps to reach full productivity.
39. Training Completion Rate: Percentage of sales reps who complete their training modules.
40. Sales Rep Retention Rate: Percentage of sales reps retained over a given period.
41. Time Spent Selling: Percentage of time sales reps spend on direct selling activities versus administrative tasks.
42. Sales Coaching Effectiveness Measure: Improvement in sales metrics (quota attainment, conversion rates) after coaching sessions

Operational and Financial KPIs

43. Sales Rep Satisfaction: Satisfaction scores based on internal surveys or pulse checks.
44. Cost of Goods Sold (COGS): Total cost directly related to production and delivery of the service or product.
45. Gross Profit Margin: (Revenue – COGS) / Revenue.
46. Operating Profit Margin: Operating profit divided by revenue.
47. Average Contract Value (ACV): Total contract value divided by the number of contracts signed in a period.
48. Renewal Rate: Percentage of contracts or subscriptions renewed during a given time frame.
49. Discount Rate: Percentage of revenue lost due to discounts offered.