13 sales KPIs to measure team performance

Monitoring gross sales efficiency is the solely option to understand how nicely you and your workforce are doing.

However the factor is, merely asking, “how a lot did we promote this month?” isn’t sufficient.

Many points affect income development – common gross sales cycle size, churn price, and buyer acquisition price, to call just some.

So, to achieve a 360-degree view of your gross sales groups’ efficiency, it’s good to monitor KPIs in every space, measuring workforce and particular person efficiency past simply the topline.

This information will discover 13 important gross sales KPIs to trace, measure, and report your gross sales efforts.

What are gross sales KPIs? 

First, let’s break down that acronym (boy, we love our acronyms in gross sales, don’t we?)

KPI stands for Key Efficiency Indicator. A gross sales KPI is any metric or measurement that tells you whether or not a workforce or particular person is performing as anticipated.

Good gross sales KPIs encompass two elements: the measurement itself and the efficiency expectation.

Gross sales income is a basic instance of a key efficiency indicator, however measuring income because it stands isn’t enough: we want a benchmark. 

Saying that your workforce achieved $500k income in month one towards a goal of $2m for the quarter tells you that there are probabilities of lacking the goal, and therefore you may make well timed interventions. That is rather more highly effective than merely saying your workforce closed $500k in gross sales.

Briefly, gross sales KPIs assist us perceive if we’re doing job. In fact, we will measure this in some ways, which is why we’re going to discover 10 of crucial KPIs in your gross sales groups to measure.

10 most crucial gross sales KPIs to measure

Right this moment’s gross sales instruments make monitoring your gross sales course of simple. We are able to arrange dashboards to see progress in real-time, and we will measure absolutely anything.

However that doesn’t imply we should always measure all the things

A superb rule of thumb is to trace solely these KPIs which are essential to your present enterprise targets. 

As an illustration, Common Buyer Worth is a good KPI normally, however for those who’re an early-stage startup targeted extra on new buyer acquisition than income from every present buyer, then this wouldn’t be an acceptable KPI for the gross sales supervisor.

Hold your workforce targeted by selecting solely these KPIs which are most related to your individual aims.

1. Complete income 

Complete income is an apparent KPI to trace; it’s finally what trendy gross sales groups are working towards.

If income is rising (from whichever supply, be it newly acquired prospects or from cross-selling alternatives), you’ll have extra space to spend money on enlargement and inside investments.

Income ought to be tracked as a proportion of your whole objective for the interval.

Say you could have a income objective of $3m this quarter. Monitoring your present proportion of whole income tells you for those who’re on monitor. On this instance, on the finish of month two, try to be at 66% of your goal, or $2m.

2. Quota attainment 

Quota attainment is the KPI that measures whether or not your workforce has achieved or is on monitor to attaining their quota for a particular time interval.

Quota attainment is expressed as a proportion. For instance, if a workforce achieved half of their quota, their progress towards KPI can be 50%.

To measure quota attainment, use this formulation:

(Gross sales/gross sales quota) x 100

As an illustration, if a gross sales rep (sure, quota attainment can be utilized to measure each workforce and particular person efficiency) has closed $1m in gross sales, and so they have a gross sales alternatives of $3m, then the calculation would appear to be this:

($1m/$3m) x 100 = 33.33%

3. Participation price

Participation price is a gross sales benchmark that measures what proportion of your gross sales workforce has hit their quota.

For instance, a participation price of 80% tells you that 8 out of 10 of your gross sales representatives hit their goal for the month.

This is a vital gross sales metric for gross sales managers, because it reveals you the way profitable your workforce is, as a complete.

As an illustration, it’s possible you’ll hit your whole quota however have a participation price of lower than 100%. This happens when just a few of your reps shut rather more than their quota and others fall beneath.

Analyzing participation price at the side of your whole quota attainment KPI may also help establish alternatives for additional teaching (and for rewarding those that’ve performed exceptionally nicely).

4. Offers received

Offers received is a straightforward gross sales KPI: what number of new gross sales offers did we shut as received this month?

This KPI helps break giant income numbers down into simply measurable chunks.

Say a rep’s month-to-month quota is $1m. You have got a median deal dimension of $100k, that means they’ll want to shut 10 new offers to attain their quota.

Now, they will monitor progress towards the income objective, but in addition when it comes to closed offers (and so they can calculate that they’ll want to shut 2 or 3 offers per week to hit this objective).

5. Deal win price

Subsequent to your Offers Received KPI, you also needs to be monitoring your deal win price, which is the proportion of offers closed as received (PS, the alternative can be your deal loss price, however let’s attempt to concentrate on the constructive).

Calculating the deal win price is straightforward:

(Offers received / Complete offers closed) x 100

Deal win rate formula

As an illustration, for those who closed 60 alternatives this month (as both received or misplaced), however 40 of them have been closed as received, your deal win price formulation would appear to be this:

(40/60) x 100 = 66.67%

Deal win price is a good KPI for measuring the effectiveness of your gross sales workforce’s closing.

6. ACV

I instructed you we like our acronyms.

ACV stands for annual contract worth, which is fairly simple to determine: it’s the common annualized greenback quantity of a typical contract.

It is a useful metric because it standardizes varied contracts. Some could also be month-to-month, others for 3 years. Some could solely embody recurring income per buyer, whereas others would possibly contain one-off charges (resembling implementation fees).

To calculate ACV, we take the contract’s whole worth (referred to as TCV) and divide it by the point interval or the variety of years per contract.

TCV / contract time period in years = ACV

Let’s say, for example, you’ve simply closed a 24-month contract with a brand new shopper. They’re paying $22,000 a month, and a $12,000 information migration and implementation price is concerned.

Your whole contract worth, on this case, is ($22,000 x 24) + $12,000 = $540,000

To calculate ACV, we divide the TCV by the contract size in years:

$540,000 / 2 years = $270,000

7. Gross sales forecast quantity 

Forecasting future gross sales is an important exercise for a variety of causes. It helps you:

  • Assess whether or not your workforce is on monitor for assembly gross sales targets
  • Inform senior management of anticipated income to allow them to make strategic monetary selections
  • Make hiring and resourcing selections in your workforce

Gross sales forecast quantity, then, is a vital gross sales KPI to trace.

Your gross sales forecast quantity is actually the gross sales income you forecast for the approaching interval. As an illustration, for those who’re trying ahead by way of the subsequent quarter, and your forecast for that interval is $4.5m, then your gross sales forecast quantity is $4.5m.


Then, you’ll monitor that towards the KPI you’ve set. As an illustration, possibly you could have a gross sales forecast quantity KPI of $4.2m per quarter, that means on this case, you’re doing nicely!

8. Gross sales forecast accuracy 

Gross sales forecast quantity is measured at the side of one other essential KPI: gross sales forecast accuracy.

That’s, how correct are your gross sales forecasts? 

Monetary estimates are all nicely and good, but when your precise figures don’t look something like your predictions, what’s the purpose?

Truly, it’s somewhat worse than that. 

Think about you forecast $1.3m in income for the subsequent month. Your management workforce makes use of this forecast to approve funding of their advertising groups, launching a brand new marketing campaign designed to drive extra certified leads by way of your gross sales pipeline.

However, solely $800k is available in, leaving your organization $500k quick on their marketing campaign. Not nice.

Gross sales forecast accuracy is measured as a proportion, the place 100% means your forecast was useless on.

The formulation seems like this:

Sales forecast accuracy formula

(Precise gross sales quantity / Gross sales forecast quantity) x 100

So, within the above instance, your gross sales forecast accuracy calculation can be:

($800k / $1.3m) x 100 = 61.5%

Observe that it is doable to acquire a gross sales forecast accuracy of over 100% in case your precise gross sales find yourself above your forecast. 

On this case, nonetheless, extra just isn’t higher. Even for those who promote greater than anticipated (which is sweet), it nonetheless means your forecast was inaccurate. The objective right here is to get as near 100% as doable.

9. Gross sales cycle size 

Gross sales cycle size is the KPI that solutions the query, “How lengthy does it take for us to shut gross sales alternatives, on common?”

It’s measured in days and considers the time elapsed from when a brand new gross sales dialog begins by way of when it will get transformed into certified leads till it’s closed (both as received or misplaced).

Shorter gross sales cycles are fascinating as you may shut offers quicker, so monitoring cycle size is essential for rising your tempo.

To calculate gross sales cycle size, you merely add up the full variety of days every deal took to shut, then divide by the variety of offers measured to seek out the common.

10. Buyer lifetime worth 

Buyer lifetime worth (CLV) is one other measure of buyer worth.

The place ACV seems at an annualized quantity, CLV measures the full quantity of anticipated income over the course of doing enterprise with a median buyer. In impact, it additionally components into the churn price of your present prospects.

Your CLV calculation relies upon somewhat on what you are promoting mannequin (ecommerce seems totally different from enterprise-level SaaS gross sales, for instance). It will possibly play an important position in defining your buyer acquisition price.

For subscription-based offers, the final rule is so as to add up the full quantity of income acquired from every buyer over your complete period that the shopper was lively on the product (whole contract worth), then divide by the variety of prospects in that information set.

3 exercise metrics to set gross sales KPIs for

3 activity metrics to set sales KPIs for

Up to now, we’ve checked out 10 gross sales KPIs that measure outcomes. However as each nice gross sales chief is aware of, outcomes come from particular actions reps undertake to trace their gross sales funnel.

So, to get proper all the way down to what drives these conversion charges, it’s essential additionally to trace these three activity-based gross sales KPIs.

1. Conferences booked

It is a easy however essential KPI.

For Gross sales Improvement Reps, reserving conferences (whether or not it’s by way of chilly calls or chilly emails) is an important facet of the position, so this must be measured individually and on a workforce stage.

The Conferences Booked KPI can also be also known as Alternatives Created, relying in your workforce’s terminology.

2. Alternative creation price

Not solely will we need to measure what number of gross sales alternatives we’ve created, however the proportion of leads we’ve became conferences.

How efficient are our gross sales efforts at persuading potential prospects to ebook a gathering?

That is known as Alternative Creation Charge, and the formulation is as follows:

(Alternatives created / Complete leads) x 100

3. Calls Made/Emails Despatched

Your complete gross sales course of might be constructed round communication, primarily by way of cellphone calls and gross sales emails.

So, it is smart that we should always monitor probably the most minute gross sales actions. In spite of everything, extra calls imply extra conversations, extra conferences booked, and extra offers closed, proper?


Monitoring KPIs goes to focus the eye of your complete gross sales workforce, serving to you enhance conversion charges, drive extra leads by way of your gross sales funnel, and finally obtain your most essential gross sales targets.

To entry this information in real-time, nonetheless, you will have a gross sales monitoring software program platform with income intelligence insights constructed proper in.

Take a look at how Gong’s intuitive exercise information and gross sales pipeline administration can assist month-to-month gross sales development and assist enhance the shopper expertise.  

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