15 Sales Metrics Every Revenue Leader Should Track

November 24, 2023
Ananda Kumar
Lazy Sales Reps is a myth

Imagine having a dashboard that reveals your sales team’s performance at a glance. One place that shows deal values, revenue growth, and rep productivity trends over time. Now envision using those insights to optimize strategies and processes for improved results.

Tracking key sales metrics is how you turn this vision into reality. Metrics provide the quantifiable indicators you need to understand performance, identify issues, and drive continual improvement.

This guide will explore what sales metrics are, why they’re vital for sales teams, and the most impactful metrics to track. You’ll uncover how to tap into the power of data to boost sales productivity and revenue. Let’s dive in.

What are sales metrics?

Let's start with the sales metrics definition. These metrics are quantifiable measurements used to gauge, analyze, and optimize sales performance. They provide concrete data points on key aspects of the sales process and results.

Sales metrics serve many crucial functions:

  • Evaluate individual rep and team effectiveness
  • Assess the health of the sales pipeline and forecast accurately
  • Identify bottlenecks in the sales process
  • Set performance goals and benchmarks
  • Inform strategic decisions to improve results
  • Quantify progress toward objectives

With hard data illuminating sales operations, you gain clarity and insights to make smart decisions. Metrics transform guesswork into a data-driven science.

Why are sales metrics important?

Without sales metrics, you’re flying blind. Sales metrics lift the fog so you can navigate precisely toward success. Here’s why metrics are a must-have:

importance of sales metrics
  • Pinpoint high and low performers - Metrics like deals closed, sales activities completed, and quota attainment quickly spotlight star players versus strugglers. You can then tailor coaching and training to bridge skill gaps.
  • Assess pipeline health - Key pipeline metrics indicate whether sufficient opportunities exist to fuel revenue goals and if deals are progressing at a steady cadence. Flags can prompt quicker resolution.
  • Identify roadblocks - Long sales cycles or low prospect-to-customer percentages reveal friction points. This allows addressing pain points through process changes, additional nurturing, or new offerings.
  • Inform strategies - Trends uncovered in metrics analysis influence important decisions around resource allocation, market targeting, channel mix, and more. Metrics make planning proactive rather than reactive.
  • Set benchmarks - Baselines help gauge performance. Metrics like sales cycle length, close rates per stage, and lead conversion percentages establish standards to aim for.
  • Quantify progress - Quarter-over-quarter growth rates demonstrate if initiatives deliver ROI. Metrics confirm when you’re advancing versus slipping.
  • Motivate teams - Comparing individual and team metrics drives healthy competition. Public goals and performance visibility foster focus.

Types of sales metrics

Metrics span a diverse range. Let’s explore some main types of sales metrics with examples:

types of sales metrics

1. Sales performance metrics

What are sales performance metrics? These metrics offer the most fundamental view of sales outcomes. They quantify exactly what raw results individuals or teams are producing in terms of sales generated.

Tracking performance metrics provides a bottom-line assessment of seller and team effectiveness. It enables evaluating actual revenue attainment against goals. Performance metrics help identify high and low achievers.

Sales team performance metrics examples include total sales revenue, units sold, average order value, average deal size, commissions earned, sales quota attainment, etc. We will tell you how to measure sales performance metrics in the following sections.

2. Sales productivity metrics

While performance metrics reveal what was sold, productivity metrics assess how efficiently that sales output was generated relative to time and resources spent. These metrics quantify the work output generated based on the time invested. They measure both the volume of sales activities as well as the pace of sales processes.

Monitoring productivity reveals inefficiencies in processes to address through coaching, revised workflows, or automation tools. It also aids territory planning and capacity management across teams.

Common examples of sales rep productivity metrics include sales calls completed, sales emails sent, sales demos given, appointments set, sales cycle length, sales activities tracked, etc. For more details, see our guide on the essential sales productivity metrics to track.

3. Sales efficiency metrics

While productivity examines activities generated, sales efficiency metrics specifically assess how successfully those activities convert into wins. They quantify the return gained for efforts invested.

Efficiency KPIs indicate how adept reps are at moving prospects through the sales funnel and turning engagements into closed deals. Improving efficiency means maximizing the results derived from sales interactions. Analyzing efficiency guides refining processes to convert more leads.

Common efficiency metrics include win rate, lead conversion rate, sales pipeline conversion rate, proposal-to-win rate, etc. Learn more about optimizing your sales process in our comprehensive guide on sales efficiency metrics.

4. Sales analytics metrics

While performance, productivity, and efficiency metrics cover straightforward numbers, sales analytics metrics derive more complex insights through deeper pipeline and forecast inspection. They reveal trends, patterns, and scenarios that help sales managers strategize, predict outcomes, and guide operations.

Examples of analytics metrics include sales pipeline coverage, pipeline velocity, pipeline health score, forecast accuracy, pipeline trends, etc. 

5. Sales activity metrics

Sales activities represent the day-to-day tasks sales reps undertake to generate pipeline and revenue. Activity metrics quantify the volume of these sales actions regardless of the end results.

Monitoring activity metrics shows the amount of effort invested. The data aids territory planning, workload balancing, and quantifying activity goals. Common activity metrics tracked include calls made, emails sent, proposals created, demos given, appointments set, and so on.

types of sales metrics

6. Sales management metrics

For sales managers, metrics take a broader view, providing insights into team performance, operations, and strategic direction. Management metrics help identify coaching opportunities, gauge sales training ROI, plan hiring, and enhance systems.

Examples of management metrics include sales quota attainment, lead response time, forecast accuracy, win rates by rep, account expansion/contraction, sales training ROI, sales team turnover, etc.

7. Sales revenue metrics

While performance metrics cover overall sales results, revenue metrics offer a nuanced view specifically focused on tracking different sources and patterns of revenue generation.

Monitoring revenue metrics provides visibility into profitability, growth trends, seasonal fluctuations, and performance by business unit. This data guides strategic planning around expansion initiatives.

Examples of key sales revenue metrics are total revenue, recurring revenue, revenue per rep, and revenue by segment.

8. Metrics for sales effectiveness

Sales effectiveness metrics evaluate a team’s competency in converting sales activities into wins. They quantify the ability to successfully turn efforts into deals. Analyzing effectiveness guides refining processes and improving competencies to achieve higher returns on sales activities. 

Examples of key effectiveness metrics are win rate, pipeline conversion rate, lead conversion rate, and deal-to-activity ratio.

9. RevOps metrics

Revenue Operations (RevOps) focuses on maximizing the systems, technologies, and processes that support sales. These metrics track the health and performance of this infrastructure. They help identify areas needing investment or improvement.

Examples of RevOps metrics include customer lifetime value, customer acquisition cost, customer retention rate, sales technology ROI, recurring revenue churn, etc. For more details, see our guide on the top RevOps metrics to track. 

15 Top sales metrics to track

So, what are the most important sales metrics? While hundreds of metrics can be monitored, overtracking breeds data overload. Try to apply Pareto's Principle: 20% of metrics drive 80% of value. Below are the best sales metrics to track:

Sales performance metrics

sales performance metrics

1. Total sales revenue 

Total sales revenue is one of the key metrics to measure sales performance. Because it tallies up all closed sales income over a defined period. This benchmark number provides the big-picture view of overall business growth and profitability. When revenue rises, it signals performance peaks that call for celebration. When it dips, it indicates slowdowns that prompt introspection.

Sales leaders closely track the highs and lows of this top-line number, seeking to continually reach new heights. Comparing revenue across quarters and years illustrates growth trends and seasonal fluctuations. The total revenue chart becomes the pulse of business performance.

2. Sales growth rate

Growth rate answers the constant question - are we expanding or contracting? To calculate it, compare the total revenue from one period to the next. The percentage increase or decrease tells the growth story.

Positive trends bring cheers while negative trends require examination and course correction. Plotting the ongoing growth rate wave provides insights into the health and trajectory of the business. For strategists, growth rate becomes the key indicator to monitor and optimize.

3. Average order value 

The average order value metric reveals customer spending appetite and patterns. Calculate it by dividing total revenue by number of transactions. Rising order values suggest customers purchase higher-priced offerings while declining values may signal tighter budgets.

For forecasters, order value trends become the crystal ball for projecting future revenue potential based on historical transaction sizes. Order value offers an x-ray into the customer wallet share.

4. Average deal size 

Average deal size displays the results of sales negotiations - monster enterprise wins or modest gains. You can calculate it by dividing won revenue by closed deals. Growing deal sizes often reflect landing bigger accounts and shrinking deals warrant examination.

This monetary measure becomes the report card on the sales team's competence to negotiate value. Deal size indicates areas for investment or improvement in order to expand value captured.

5. Sales quota attainment

Quota attainment shows who meets, exceeds, or misses sales targets. Calculate it by dividing revenue by quotas. Low attainment may signal flawed forecasting and high attainment rewards overperformance. Consistent attainment endorses calibrated quotas.

For managers, attainment spotlights teams to coach or celebrate. It indicates whether quotas and performance align. Attainment keeps leaders laser-focused on motivating and enabling teams to achieve sales goals.

Sales productivity metrics

6. Sales cycle length

Sales cycle length reveals how rapidly deals progress from prospect engagement to closed sales. It measures the average number of days this journey takes. Shorter cycles signal productivity, as deals close faster. Long cycles warrant inspection into bottlenecks.

Analyzing cycle length by product line, deal size, or team can isolate problem areas. Reduce the cycle length to enable higher efficiency. The goal is to continually trim the time from prospect to purchaser.

7. Sales activities completed 

This metric tallies sales activities like calls, emails, demos, events, etc. completed by individuals or teams. It quantifies the volume of sales effort invested. High activity levels are positive provided efficiency is also high.

Analyzing completed activities guides territory planning, workload balancing, and setting expectations around sales cadence. Activity volume becomes one indicator of implementation and consistency of the sales process.

Sales efficiency metrics

Sales efficiency metrics

8. Lead conversion rate 

Lead conversion rate shows the percentage of leads becoming won deals. Calculate it by dividing won deals by total leads. Higher conversion rates signal effectiveness in nurturing leads to sales. Low rates suggest examining engagement strategies and fit.

By tracking conversion over time, teams gain insight into their ability to guide prospects along the sales journey. Improving conversion means maximizing the yield from leads that enter the top of the funnel.

9. Win rate 

Win rate displays sales competency in converting prospects into customers. Calculate it by dividing won deals by proposals or quotes issued. An improving win rate demonstrates greater efficiency in capturing wins from opportunities.

A low rate prompts investigation into value communication, competitive factors, or qualification criteria. Win rate provides a benchmark for sales skills in negotiating deals and managing sales cycles effectively.

10. Sales pipeline conversion rate 

The pipeline conversion rate measures the percentage of opportunities advancing from stage to stage in the sales funnel. Higher rates signal steady pipeline momentum. Lower rates indicate sticking points.

Comparing conversion by stage illuminates where deals hit roadblocks. Diagnosing conversion challenges enables targeted resolution so more deals progress smoothly toward closed sales.

Revenue operations metrics

revenue operations metrics

11. Customer lifetime value 

Customer lifetime value (CLV) represents revenue per account throughout the entire relationship. It spotlights customer profitability to guide retention and expansion programs. You can calculate CLV using metrics like order frequency, retention period, and average order value.

Higher CLV indicates greater customer engagement and loyalty. Tracking it over time provides a metric on the success of initiatives to boost the share of wallet and strengthen account ties.

12. Customer retention rate 

Retention rate shows success at securing recurring business. To calculate it, divide customers retained over a period by total customers from the prior period. Higher retention boosts recurring revenue potential.

Benchmarking to industry standards helps set retention targets. Track retention quarterly or annually to get visibility into customer loyalty and longevity. For subscription businesses, retention is a focal metric.

13. Customer acquisition cost 

Customer acquisition cost (CAC) measures the investment required to acquire new customers. To calculate it, divide total acquisition expenses by customers added in the period. A lower CAC indicates greater marketing and sales return on investment.

Tracking CAC over time provides insight into the spending and effort required to scale customer growth. Increasing acquisition costs may signal the need for more efficient channels and campaigns. It guides marketing and sales budgeting and performance measurement.

Sales analytics metrics

14. Sales pipeline value 

Sales pipeline value represents the total potential worth of in-progress deals. Analyzing pipeline value by stage provides revenue forecasts based on projected close rates. Comparing pipelines across periods illustrates growth trends.

Robust pipeline value signals sufficient opportunities exist to fuel revenue targets. Managers often set goals for minimum pipeline-to-target ratios, such as 5:1. Pipeline value holds clues on sales team performance in building relationships and qualifying accounts.

Sales management metrics

15. Sales team utilization 

Sales team utilization tracks the percentage of time reps focus on selling activities versus administrative work. Higher utilization signals greater productivity.

Managers aim to maximize time invested in value-adding tasks through delegation, automation, and optimized processes. Utilization quantifies efficiency to identify areas for improvement. Best practice targets are typically 80%+ utilization for sales reps and 60-70% for account executives.

What sales metrics should you track to measure performance?

What sales metrics should I measure? It's a question every sales manager faces. With countless options, how do you determine the KPIs that offer the most value? Here are some tips for choosing the right metrics to align with your business objectives:

sales metrics to measure performance
  • Consider your sales process - Carefully consider each step in your sales workflow. Select metrics that provide visibility into your unique stages from initial lead through close. For example, SaaS may track trial sign-ups. Choose metrics tailored to your sales funnel.
  • Map metrics to goals - Review your specific sales targets and objectives. Identify metrics that will indicate progress towards those goals. Connecting metrics to targets maintains focus. For instance, if aiming to conduct 100 demos per month, track demos completed.
  • Factor in your industry - Research typical metric ranges for your industry space. This provides context for evaluating performance. Adopt widely used metrics to enable comparisons. For example, SaaS companies may benchmark customer churn rates.
  • Avoid duplication of existing data - Audit existing sales reports and tools. Identify gaps where new metrics can add visibility versus duplicating existing information. Your CRM may already capture win rates.
  • Apply Pareto's principle - Avoid tracking too many vanity metrics. Identify the 10-15 most critical KPIs providing 80% of the value. Tracking fewer, high-impact metrics is best.
  • Reevaluate regularly - Review selected metrics quarterly or annually as goals change. Ensure you have the right levers to guide decisions as your business evolves.

Turn sales metrics insights into outcomes with Luru

While sales metrics provide vital insights, harnessing them requires timely access and swift actions. Manually collecting metrics data across multiple systems costs sales teams precious selling time.

Turn sales metrics insights into outcomes

Luru streamlines metrics-driven workflows by bringing key data directly into platforms like Slack and Microsoft Teams. This convenient access empowers teams to act immediately when metrics hit thresholds.

For example, you can set up automated follow-up reminders when the sales cycle length exceeds goals. Teams can also automatically prioritize outreach when an ideal customer fits specified criteria.

By eliminating manual administrative tasks like data tracking and reporting, Luru allows reps to focus on the highest-value sales activities.

In summary, Luru turns static metric insights into outcomes by enabling real-time visibility, automated workflows, and optimized selling time. See how Luru can help you gain more impact from your sales metrics. Book a demo today


  1. How do you monitor sales metrics?

Best practices for monitoring metrics include tracking in a centralized CRM, reviewing reports and dashboards regularly, setting up automated alerts for key changes, discussing metrics in team meetings, and consistently analyzing trends over time. This enables real-time visibility and action.

  1. Are metrics the same as KPIs?

While often used interchangeably, metrics and KPIs have a subtle distinction. Metrics refer to any quantitative performance measurement. KPIs represent the most critical top-tier metrics that relay performance against key business objectives. All KPIs are metrics, but not all metrics are KPIs.

  1. How do sales metrics drive performance?

By providing tangible targets, benchmarks, and visibility into all sales activities, metrics focus teams and foster improvement. Metrics allow managers to identify high and low performers for tailored coaching. They also help uncover process bottlenecks to address and win strategies to amplify. This data-driven approach continuously elevates sales results.

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