10 Essential Sales Productivity Metrics You Should Track

August 22, 2023
Sahith Krishna
Lazy Sales Reps is a myth

Imagine trying to assemble a jigsaw puzzle in the dark. Without being able to see the individual pieces and how they fit together, it would be nearly impossible to complete the puzzle. That's what running a sales team without tracking sales productivity metrics is like. You're attempting to reach your goal, but you're missing the critical information that shows you how to get there.

Sales productivity metrics illuminate the path to success. They offer invaluable insights into the performance of your sales team, indicating where you're excelling and where improvements are necessary. By tracking these metrics, you can optimize your sales process, improve efficiency, and ultimately drive more revenue.

In this article, we'll uncover the importance of sales productivity metrics and explore 10 key metrics that every business should be tracking. This information will provide a clear view of your sales process, empowering you to make strategic decisions to boost productivity and enhance business performance.

What is Sales productivity?

Sales productivity is a measure that quantifies the efficiency and effectiveness of a sales team. It's not just about the volume of sales made, but also about how well the sales team uses resources to achieve those sales. In essence, it is the ratio of output (sales revenue) to input (resources used, including time, money, and manpower).

Sales productivity metrics are data points used to track and measure the performance and efficiency of your sales team. These metrics can encompass a broad range of factors like revenue generated, time spent on non-selling tasks, the length of the sales cycle, customer acquisition cost, and so on.

Sales productivity metrics are the secret sauce to your business success. Why? Because without these measurements, it's nearly impossible to identify bottlenecks, inefficiencies, or areas of improvement in your sales process. 

Tracking these metrics also provides a data-driven foundation for making important business decisions. For instance, if the cost of customer acquisition is too high, it may be time to reconsider marketing strategies or invest in sales training.

Sales productivity metrics drive business success

Now, here's where the magic happens. With a good grip on these metrics, you can drive your business toward success like a pro. It’s all about focusing on these measurements, pinpointing inefficiencies in your sales process, and introducing strategic changes to level up productivity. 

Benefits of Sales Productivity Metrics

The payoff? More sales, a nicer return on investment, and the sweet taste of business growth.

But that's not all. These metrics also let you peek into your customers' world. Whether it's the conversion rate, the average deal size, or the customer acquisition cost, these numbers spill the beans on customer behavior and preferences, giving you the power to mold your approach to better satisfy your customers. And when your customers are happy, your business is happy. 

Key 10 Sales Productivity Metrics 

Let's dive into the world of sales productivity metrics. We're going to explore 10 crucial metrics, understand their importance, learn how to calculate them, and gather tips to optimize them. Ready to boost your sales performance? Let's jump right in!

  1. Revenue per salesperson 

Revenue per salesperson is a straightforward yet powerful metric that measures the average revenue generated by each member of your sales team. It gives you an instant snapshot of the productivity and effectiveness of your salespeople. 

Revenue per Salesperson

The calculation is as straightforward as the concept: simply divide your total sales revenue by the number of salespeople in your team. The resulting figure is a clear-cut benchmark of individual productivity. So, what if the number is lower than expected?

A low revenue per salesperson could hint at various areas for improvement. This could mean enhancing training programs, setting clearer goals, or fostering a competitive yet collaborative environment to boost your team's performance.

Remember, the goal isn't just to boost this number, but to create a stronger, more effective sales team. By focusing on these improvements, you're not only aiming to increase your revenue per salesperson but also investing in the long-term success of your team and business.

  1. Average deal size per salesperson

Next up, we have the average deal size per salesperson. This metric is all about the average revenue your sales reps bring in from each deal they close. It helps you understand your team's effectiveness at upselling and managing large accounts. 

Average Deal Size Per Salesperson

You can calculate this metric by simply dividing the total revenue by the number of deals each salesperson closes. It's a snapshot of the 'win' each salesperson brings to the table.

A low average deal size might hint at missed opportunities for upselling or a lack of capability to secure larger accounts. If this rings true for your team, it's time to step up the game. Offering tailored sales training, focusing on negotiation and upselling techniques, can be a game-changer.

Moreover, encourage your team to strategically target more significant deals and nurture their account management skills to drive this figure upwards. It’s not only about closing more deals but also about making each close count. 

  1. Sales cycle velocity 

Think of sales cycle velocity as the speed at which your team converts leads into customers. It's a key metric because a faster sales cycle means you're closing deals quicker and boosting revenue. 

Sales Cycle Velocity

To calculate it, divide the total number of successfully closed deals by the total duration of the sales cycle. This gives you a clear picture of how quickly your team drives sales.

Sales Cycle Velocity

To increase your sales cycle velocity, focus on shortening the sales cycle with more efficient processes and better qualification of leads. Ensure that your team spends time on the most promising prospects and uses effective sales strategies

  1. Pipeline-to-quota ratio

The pipeline-to-quota ratio is a powerful metric that measures the percentage of deals in your pipeline expected to close. It helps you gauge if your pipeline is strong enough to meet your sales targets. 

Pipeline to quota ratio

It's calculated by dividing the total value of your sales pipeline by your sales quota. A higher ratio indicates higher sales productivity. If the ratio is below one, you might need to boost your sales activities or reevaluate your targets to ensure they are attainable.

Monitoring the pipeline-to-quota ratio enables you to make informed decisions about resource allocation, sales strategies, and goal setting. By optimizing this ratio, you can enhance sales productivity and increase the likelihood of hitting your sales targets.

  1. Time to productivity 

Time to productivity metric measures how long it takes for a new sales representative to begin generating revenue effectively. A shorter time indicates higher sales productivity and efficient onboarding and training processes. 

To calculate this time, track the time from when a new rep starts until they reach a performance benchmark like closing their first deal. The goal is to minimize this time and accelerate their journey to becoming productive contributors to your sales team.

Time to Productivity

To cut this time down, invest in robust training programs and provide clear expectations to new hires. Equip new sales representatives with the knowledge, skills, and resources they need to enable them to hit the ground running, shorten their learning curve, and start generating revenue more quickly.

  1. Revenue per hour workload

Revenue per-hour workload gives you the average revenue generated for each hour of work your sales team puts in. It's a vital measure because it can show you how effectively your team uses their time - after all, time is money in the sales world. 

Revenue per hour workload

Calculating revenue per-hour workload is a straightforward process: divide your total revenue by the total number of work hours logged by your sales team. The resulting figure showcases the average revenue generated during each working hour.

To ramp up this metric, you can employ several strategies. Focus on enhancing time management skills within your team, encourage efficient prioritization, minimize distractions, and optimize workflow to maximize productivity during work hours.

Automate mundane tasks and administrative processes to free up your sales team's time for revenue-generating activities. Also, equip your team with the necessary skills, knowledge, and tools to enhance their effectiveness in engaging with prospects and closing deals.

  1. Revenue per sales activity

Revenue per sales activity measures the average revenue generated from each sales activity, such as calls, meetings, or demos. It plays a vital role in optimizing your team's efforts by identifying the activities that yield the highest revenue. To calculate it, divide the total revenue by the total number of sales activities.

Revenue Per Sales Activity

Boosting revenue per sales activity involves refining your sales strategy and providing more training on high-converting activities. Analyzing the data can help you identify the most effective sales activities and allocate resources accordingly. By focusing on activities that generate the highest revenue, you can enhance your team's productivity and drive overall sales performance.

  1. Revenue per CAC

The revenue per customer acquisition cost metric measures the average revenue your company generates compared to what it spends acquiring each customer. It's crucial as it directly relates to your profitability. 

Revenue Per CAC

To calculate this metric, divide your total revenue by your total customer acquisition cost. Increasing this means making your customer acquisition more efficient or focusing on higher-value deals.

Achieve higher Revenue per CAC

You can achieve this by optimizing your marketing and sales strategies to attract more qualified leads and convert them into customers. By reducing acquisition costs or increasing the revenue generated from each customer, you can improve this metric and boost profitability.

  1. Revenue per sales cycle length

Revenue per sales cycle length is a significant metric that measures the average revenue generated per unit of time for your sales cycle. It helps you balance the need for quick sales with the value of larger, longer-term deals.

Revenue Per Sales Cycle Length

To calculate this metric, divide the total revenue by the length of the sales cycle. Increasing revenue per sales cycle length involves focusing on two main strategies: shortening the sales cycle or closing larger deals. 

To reduce the duration of the sales cycle, streamline your sales process, implement efficient lead nurturing techniques, and improve deal closure speed. Additionally, target higher-value deals, upsell or cross-sell to existing customers, and identify opportunities for larger sales.

Balancing the need for speed and the potential value of larger deals can lead to a more optimized sales approach, ensuring that your team is generating significant revenue within a reasonable timeframe. 

  1. Revenue per lead response time

Finally, we have revenue per lead response time, which measures the average revenue against the speed of your team's response to leads. Why does it matter? Faster responses can lead to higher conversion rates and increased revenue. 

Revenue Per Lead Response Time

To calculate revenue per lead response time, divide the total revenue by the average lead response time. This metric provides a clear understanding of the effectiveness of your team's lead follow-up process.

Revenue Per Lead Response Time

To improve this metric, prioritize quick lead follow-up by establishing prompt response protocols and ensure that leads are promptly assigned to the appropriate team members. Implementing automated response systems can also be beneficial, especially for handling high-volume lead inquiries.

By prioritizing speedy lead response times, you can maximize the likelihood of converting leads into customers. Here’s a snapshot of Slack and Teams alert that enables reps to respond to leads 70% faster.

Choosing relevant sales productivity metrics 

Choosing the right sales productivity metrics for your business can seem like a daunting task with so many options out there. Here’s how you can narrow down the most impactful metrics for your unique business needs.

Align metrics with business objectives

First things first, your chosen metrics should be in sync with your business objectives. What are you trying to achieve? If you're focusing on expanding into new markets, metrics like new customer acquisition might be significant. If improving profitability is the goal, then focus on metrics like revenue per customer acquisition cost. The key is to ensure that the metrics you track are contributing directly to your overarching business goals.

Consider industry-specific metrics

Secondly, be mindful of your industry. Certain metrics may be more relevant to some industries than others. For instance, if you're in the B2B SaaS industry, metrics like churn rate and lifetime value could be critical. For a retail business, average transaction size or customer retention rates might be more pertinent. Doing a little research on what metrics your industry peers are tracking can provide valuable insights.

Balance leading and lagging indicators

Lastly, don't forget to balance leading and lagging indicators. Lagging indicators, like total sales or revenue per salesperson, show you the results of past actions. They're useful, but they don't give you the full picture. Leading indicators, on the other hand, can help predict future performance. These could be the number of new leads or the pipeline-to-quota ratio. A mix of both types of metrics can give you a more rounded view of your sales productivity and help you strategize for the future.

Remember, the goal isn't to track every metric under the sun but to focus on the ones that provide the most valuable insights for your business. It's about quality, not quantity.

Sales Productivity vs Revenue Efficiency

Many, often confuse between sales productivity and sales or revenue efficiency. They seem similar but are different. Here’s how:

Sales Productivity Vs Revenue Efficiency

Sales refers to how efficiently a sales team can convert their resources, like time and effort, into successful sales. It's a measurement of the effectiveness of a sales team, taking into account how well they're able to utilize their resources to close deals and generate income for the business.

On the other hand, revenue efficiency is a more overarching concept. It looks at how effectively the entire company, not just the sales team, is able to use its resources to generate revenue. This means every department, every function, and every investment is taken into account. The goal is to optimize every aspect of the business to yield the highest possible return, thus maximizing the overall revenue. Like sales productivity metrics, you also have sales efficiency metrics

In essence, while sales productivity focuses on the performance of the sales function, revenue efficiency is a holistic view of how well the entire organization is geared toward generating is revenue. Each is a crucial part of understanding a company's overall performance. 

Boost your sales productivity metrics with Luru

It's clear that sales productivity metrics are essential tools in driving business success. They give you invaluable insights and guide your strategies to improve sales performance. When used effectively, these metrics can be your roadmap to growth and success. 

Remember, the goal isn't to track all metrics but to focus on the ones that align with your business objectives, and industry specifics, and give a balanced view of your past and future performance.

Say hello to the Luru app, a sales process automation tool that can help increase many of the sales productivity metrics. How? By bringing your CRM right into your work apps, be it Google Meet, Zoom, Slack, Teams, or anywhere else on the web. It eliminates the hassle of switching tabs or applications. 

With Luru, you can create automation workflows using its no-code workflow builder. Sales reps can get timely alerts/nudges to update missing CRM fields and lead/deal statuses. They can update CRM notes and fields within Slack or Teams saving 1-2 hours of admin work every day. 

Timey alerts ensure timely customer engagement decreasing response times, sales cycle length, etc. Using alerts, you can also ensure proactive sales practices are followed.

Plus, it lets you access your meeting notes right in your call, saving you from those frantic searches. Luru also has a Chrome extension using which you can access your CRM from anywhere on the browser.  It's like having a personal assistant that's always one step ahead. 

Ready to power up your sales productivity? Give Luru a try today.


  1. How do you calculate sales productivity?

Sales productivity is typically calculated by dividing a sales output measure, such as total revenue, by an input measure, like the number of salespeople or the total number of work hours. The specific calculation can vary depending on the productivity metric you're focusing on. For instance, to calculate revenue per salesperson, you'd divide total sales revenue by the number of salespeople.

  1. What is an example of sales productivity?

An example of sales productivity could be the "sales cycle velocity," which measures the speed at which leads are converted into customers. A high sales cycle velocity indicates that your sales team is working efficiently to close deals, resulting in more revenue for your business.

  1. What is the sales productivity ratio?

The sales productivity ratio is a comparison of the output of your sales team (revenue) to the input (time or effort). It's a way to measure how effectively your team uses its resources to generate sales. For example, a common sales productivity ratio is the revenue per salesperson ratio, which divides total revenue by the number of salespeople. Higher ratios typically indicate a more productive sales team.

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