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KPI Examples. Sales metrics and KPIs.

In today's ultra competitive business landscape, it's essential that your sales team has an objective
view of their performance. The days of relying on "gut feel" are long gone, and maintaining a
competitive edge is about cultivating a data driven culture. At the center of that culture is the need
to monitor relevant and actionable sales KPIs and metrics.

Knowing which KPIs are important for your sales team can be difficult, which is why we've put
together this list of KPIs. Check out the top 10 sales KPIs and metrics our customers use.

1. Product performance. This sales KPI measures and ranks


your products based on revenue performance so you know what
products are selling well and which need to be reassessed.
Variations on this sales metric can show top performing products,
top performing sales reps, or the bottom 10% of sales. It's
important to monitor this metric over an appropriate time frame to
account for inconsistencies in the data.
Audience: Sales Reps, Managers, Executives
Calculation: Rank top 3/10/25 performers by sales revenue

2. Sales Growth. This is a key sales metric for any organization


since it indicates the pace at which your organization is growing.
It's one thing to maintain current sales, another to grow sales year
over year, or even month over month. No matter the time frame
you are using to measure this KPI, use it to encourage your team
to make more sales in each of their sales calls. If one thing is true
about sales professionals, it's that they are goal-oriented.
Audience: Sales Reps, Managers, Executives
Calculation: Previous period sales revenue / Current period sales
revenue

3. Demographic Metrics. This type of sales metric is essential


to all sales organizations because it provides key information
about who is buying your product. No matter the size of your
organization, measuring demographics metrics is essential for
knowing your ability to penetrate your target market. In the case of
the example on the left, the metric is being used to monitor
regional sales on a global level.
Audience: Sales Reps, Managers, Executives
Calculation: Total revenue per demographic (age, sex, location,
etc)

4. Sales Per Rep. This sales metric measures the ability of each
of your sales reps to generate revenue for your organization. The
most important part in formulating this metric is establishing a
baseline. This baseline should account for differences between
reps like seniority, location (in office or on the road), and products
sold. It's also worth noting that sales teams are by nature
competitive, so providing ubiquitous access to this metric may
provide incentive to your reps and foster a healthy level of
competition amongst your team.
Audience: Sales Reps, Managers, Executives
Calculation: Actual sales per rep per time period
5. Quote To Close Ratio. This sales KPI measures the number
of formal quotes compared to sales closed. A formal quote is
preferable over an informal quote because it demonstrates a
specific level of customer interest. This KPI can also be couched
with other key sales metrics (or marketing metrics) like lead to
quote, or lead to win ratios. In addition to these metrics, this KPI
can also take into consideration KPIs like cost per lead and cost
per win.
Audience: Managers, Executives
Calculation: # of quotes / # of wins

6. Opportunities. This sales metric organizes each opportunity


your sales team is cultivating and assigns them a status value
such as "qualified" or "proposal." Each opportunity should also
have an estimated value associated with them, so sales reps can
prioritize their time according to the likelihood of a win (status) and
the significance of a win (estimated value). Ideally, this sales KPI
is monitored in real-time since the status of each opportunity can
change at any time, and new opportunities continuously stream in.
Audience: Sales Reps, Managers, Executives
Calculation: Value of Sale * Opportunity Status Percentage

7. Bookings. This sales KPI measures bookings for a given time


period, where a booking is a won / signed / committed sale.
Bookings are not necessarily invoiceable until you have delivered
the product or completed the services. Nevertheless, bookings
provide an important view of revenue generated for your
organization. This is a high level sales metric, designed to be
consumed by executives and financial analysts.
Audience: Analysts, Executives
Calculation: Sum of bookings $ Sales - (Average cost per
transaction * Total # of bookings) = Estimated booking revenue for
period of time

8. Sales by Contact Method. This sales KPI monitors which


contact methods are generating sales, such as email, telephone,
or in-person contacts. It goes without saying that knowing which
contact method is the most effective at generating sales is
important, but it's also important to understand the cost involved in
each contact method, as well as revenue generated for each
method. This is an essential sales KPI for any organization.
Audience: Sales Reps, Managers, Executives
Calculation: Sales per contact method / Total revenue

9. Average Purchase Value. This is a quintessential sales KPI


that monitors the average value of each sale your team makes.
This KPI should also integrate other key metrics like units per
transaction to provide an in-depth view of sales trends. This KPI
can be used to track trends for single customers, regions,
products, or organization wide sales. Use this KPI to align
objectives and to make projections based on previous results.
Audience: Sales Reps, Managers, Executives
Calculation: Total sales / # of sales = Average sale value
10. Sales Target. This sales KPI speaks to the competitive nature
of your sales team by framing their current performance against a
short-term objective. This KPI integrates two key sales' metrics:
sales quote attainment and sales forecast accuracy. Setting an
appropriate sales target requires a deft touch. Goals that reach too
high can drain morale, whereas a goal set too low won't properly
motivate your team. The key is to set a goal that is based on
reality but also pushes your team to do their best.
Audience: Sales Reps, Managers, Executives
Calculation: New wins MTD vs quota MTD or wins previous MTD