In this article we cover 25 common sales kpis along with industry specific examples.
25 KPIs for Sales
1. Revenue Growth
A measure of the increase in a company's sales over a specific period. It highlights the effectiveness of sales strategies and helps identify areas that need improvement or additional focus.
Formula: (Current Period Revenue - Previous Period Revenue) / Previous Period Revenue x 100
Example: A software company experienced a revenue increase from $500,000 in Q1 to $600,000 in Q2.
The revenue growth would be (($600,000 - $500,000) / $500,000) x 100 = 20%.
The sales team's strategies have resulted in a 20% growth in revenue between the two quarters.
2. Sales Target Achievement:
The percentage of sales targets achieved within a given time frame, indicating how effectively the sales team is meeting its goals.
Formula: (Actual Sales / Sales Target) x 100
Example: A car dealership has a sales target of selling 50 cars per month. In August, the sales team sold 45 cars.
The sales target achievement would be (45 / 50) x 100 = 90%. The dealership's sales team achieved 90% of its sales target for the month.
3. Conversion Rate / Win Rate
The percentage of sales leads that result in closed deals, showcasing the efficiency of the sales process and the team's effectiveness.
Formula: (Number of Closed Deals / Number of Leads) x 100
Example: An advertising agency had 200 leads and closed 40 deals.
The conversion rate would be (40 / 200) x 100 = 20%.
The agency's sales team converted 20% of the leads into closed deals.
4. Customer Lifetime Value (CLV)
The total revenue generated by a customer during their relationship with the company, indicating the long-term profitability of each customer.
Formula: (Average Purchase Value per Year) x (Average Number of Purchases per Year for Each Customer) x (Average Customer Lifespan in Years)
Example: An online coaching company has customers who, on average, make annual purchases worth $500, make two purchases per year, and remain customers for three years.
The CLV would be $500 x 2 x 3 = $3,000. The company can expect to generate $3,000 in revenue from each customer during their relationship.
5. Customer Retention Rate
The percentage of customers who continue to do business with the company, reflecting the effectiveness of customer relationship management strategies.
Formula: (Number of Customers at the End of the Period - Number of New Customers Acquired) / Number of Customers at the Start of the Period x 100
Example: A subscription-based meal kit service had 1,000 customers at the start of the year, acquired 300 new customers, and had 1,100 customers at the end of the year.
The customer retention rate would be (1,100 - 300) / 1,000 x 100 = 80%. The meal kit service retained 80% of its customers over the year.
6. Customer Churn Rate
The percentage of customers who stop doing business with the company, providing insights into customer satisfaction and the need for improvements in products or services.
Formula: (Number of Customers Lost During the Period / Number of Customers at the Start of the Period) x 100
Example: A software-as-a-service (SaaS) company had 500 customers at the beginning of the month and lost 10 customers during the month. The customer churn rate would be (10 / 500) x 100 = 2%.
The SaaS company had a 2% customer churn rate for the month.
7. Number of Sales Opportunities
The total number of potential deals that the sales team is working on, reflecting the sales pipeline's health and the company's potential for future growth.
Formula: Total number of potential deals in the sales pipeline
Example: An insurance company's sales team is currently working on 150 potential deals. The number of sales opportunities for the insurance company is 150, indicating a strong pipeline for potential business growth.
8. Lead-to-Opportunity Ratio
The percentage of leads that become qualified sales opportunities, demonstrating the quality of the leads and the effectiveness of the lead qualification process.
Formula: (Number of Qualified Opportunities / Number of Leads) x 100
Example: A marketing agency generated 500 leads and qualified 100 of them as sales opportunities.
The lead-to-opportunity ratio would be (100 / 500) x 100 = 20%. The agency converted 20% of its leads into sales opportunities.
9. Opportunity-to-Win Ratio
The percentage of qualified sales opportunities that result in closed deals, highlighting the sales team's ability to convert opportunities into revenue.
Formula: (Number of Closed Deals / Number of Qualified Opportunities) x 100
Example: A commercial cleaning company had 80 qualified sales opportunities and closed 40 deals. The opportunity-to-win ratio would be (40 / 80) x 100 = 50%.
The cleaning company's sales team closed 50% of its qualified sales opportunities.
10. Lead Conversion Ratio
The percentage of leads that turn into customers, indicating the overall effectiveness of the sales process.
Formula: (Number of Customers Acquired / Number of Leads) x 100
Example: A fitness center generated 200 leads through a marketing campaign and acquired 50 new members. The lead conversion ratio would be (50 / 200) x 100 = 25%.
The fitness center converted 25% of its leads into new customers.
11. Average Sales Cycle Length:
The average amount of time it takes to close a deal, from initial lead contact to closing, reflecting the efficiency of the sales process.
Formula: (Total Time in Days to Close All Deals) / (Number of Closed Deals)
Example: A real estate agency closed 10 deals, taking a total of 300 days to complete all transactions. The average sales cycle length would be (300 / 10) = 30 days.
It takes the real estate agency an average of 30 days to close a deal.
12. Sales Volume by Location / Country:
The total number of units sold or revenue generated in different locations or countries, helping identify high-performing regions and potential areas for expansion.
Formula: Total number of units sold or revenue generated in each location or country
Example: A fashion retailer sold 1,000 units in the US, 700 units in Canada, and 500 units in the UK. The sales volume by country shows the US as the top-performing market, followed by Canada and the UK.
13. Cost per Lead
The average amount spent to acquire a single lead, providing insights into the efficiency of marketing efforts and lead generation activities.
Formula: (Total Marketing and Sales Expenses) / (Number of Leads Generated)
Example: A tech startup spent $10,000 on marketing and sales activities and generated 250 leads. The cost per lead would be ($10,000 / 250) = $40.
The tech startup's cost per lead is $40.
14. Cost per Acquisition
The average amount spent to acquire a single customer, highlighting the efficiency of the sales and marketing efforts in generating revenue.
Formula: (Total Marketing and Sales Expenses) / (Number of Customers Acquired)
Example: A mobile app development company spent $20,000 on marketing and sales activities and acquired 50 new clients. The cost per acquisition would be ($20,000 / 50) = $400.
The mobile app development company's cost per acquisition is $400.
15. Sales per Sales Rep
The total number of sales or revenue generated by each sales representative, offering insights into individual performance and helping identify high-performing team members.
Formula: Total number of sales or revenue generated / Number of Sales Representatives
Example: A corporate training provider has a sales team of 5 reps who collectively sold 50 training packages. The sales per sales rep would be (50 / 5) = 10.
On average, each sales rep sold 10 training packages.
16. Average Deal Size
The average revenue generated from each closed deal, useful for forecasting and measuring sales team performance.
Formula: (Total Revenue from Closed Deals) / (Number of Closed Deals)
Example: A cybersecurity company closed 20 deals generating $200,000 in revenue. The average deal size would be ($200,000 / 20) = $10,000.
The average deal size for the cybersecurity company is $10,000.
17. Quota Attainment
The percentage of sales reps who achieved their individual sales targets, indicating the overall effectiveness of the sales team and strategies.
Formula: (Number of Sales Reps Who Achieved Their Targets) / (Total Number of Sales Reps) x 100
Example: A software company has 10 sales reps, and 7 of them achieved their individual targets. The quota attainment would be (7 / 10) x 100 = 70%.
Seventy percent of the software company's sales reps met their sales targets.
18. Revenue per Employee
The average revenue generated by each employee in the organization, useful for benchmarking and identifying areas for improvement.
Formula: (Total Company Revenue) / (Total Number of Employees)
Example: A management consulting firm generated $2 million in revenue and had 50 employees. The revenue per employee would be ($2,000,000 / 50) = $40,000.
The firm's revenue per employee is $40,000.
19. Sales by Product Line / Service
The total number of units sold or revenue generated by each product line or service, helping identify high-performing offerings and potential areas for improvement.
Formula: Total number of units sold or revenue generated by each product line or service
Example: A digital marketing agency offers three services: SEO, PPC, and social media marketing. The agency generated $50,000 in revenue from SEO, $30,000 from PPC, and $20,000 from social media marketing.
The sales by service show that SEO is the top-performing offering.
20. Sales by Channel
The total number of units sold or revenue generated through different sales channels, providing insights into the effectiveness of various channels and helping identify areas for optimization.
Formula: Total number of units sold or revenue generated by each sales channel
Example: An e-commerce company sells products through its website, a mobile app, and third-party marketplaces. The company generated $100,000 in revenue from its website, $50,000 from the mobile app, and $30,000 from third-party marketplaces.
Sales by channel show the website as the top-performing sales channel.
21. Sales by Customer Segment
The total number of units sold or revenue generated by different customer segments, offering insights into customer preferences and helping tailor sales and marketing strategies.
Formula: Total number of units sold or revenue generated by each customer segment
Example: A B2B software provider sells to small businesses, mid-sized companies, and enterprises. The provider generated $150,000 in revenue from small businesses, $200,000 from mid-sized companies, and $300,000 from enterprises.
Sales by customer segment show that enterprises are the most lucrative market for the software provider.
22. Upsell/Cross-sell Revenue
The total revenue generated from upselling and cross-selling to existing customers, highlighting the effectiveness of sales strategies in maximizing revenue from current customers.
Formula: Total revenue generated from upselling and cross-selling activities
Example: A web hosting company offers additional services, such as domain registration and SSL certificates, to its existing customers. The company generated $25,000 in upsell and cross-sell revenue.
The web hosting company was able to generate additional revenue by offering complementary services to its customers.
23. Sales Forecast Accuracy
The accuracy of the sales team's revenue projections compared to actual revenue, helping identify areas for improvement in sales forecasting and planning.
Formula: (Actual Revenue / Forecasted Revenue) x 100
Example: A software company forecasted $500,000 in revenue for Q2 but achieved $550,000 in actual revenue. The sales forecast accuracy would be ($550,000 / $500,000) x 100 = 110%.
The software company's sales team had a forecast accuracy of 110%, indicating a conservative estimate of revenue.
24. Time Spent Selling
The average amount of time each sales rep spends on selling activities, reflecting the efficiency of the sales process and helping identify areas for improvement.
Formula: (Total Time Spent on Selling Activities) / (Number of Sales Reps)
Example: A sales team of 10 reps spends a total of 300 hours per week on selling activities. The time spent selling would be (300 / 10) = 30 hours per rep per week.
On average, each sales rep spends 30 hours per week on selling activities.
25. Sales Call Effectiveness
The effectiveness of sales calls in generating leads and closing deals, providing insights into sales techniques and strategies.
Formula: (Number of Successful Sales Calls) / (Total Number of Sales Calls) x 100
Example: A B2B service provider made 200 sales calls and successfully generated leads or closed deals in 80 of them. The sales call effectiveness would be (80 / 200) x 100 = 40%.
The service provider's sales team had a 40% success rate in generating leads or closing deals through sales calls.
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