KPI library
Sales KPIs: formulas and examples
Sales KPIs measure how healthy your pipeline is and how well it turns into revenue. The data comes from your CRM, combined with invoiced revenue from your accounting system.
20 sales KPIs
- Win rateThe share of closed deals that you win rather than lose.Formula and example
- Average deal sizeThe average value of a won deal in a given period.Formula and example
- Sales cycle lengthThe average number of days between creating a deal and winning it.Formula and example
- Sales pipeline valueThe total value of all open deals on a given date.Formula and example
- Weighted pipelineThe value of open deals multiplied by their probability of closing.Formula and example
- Pipeline coverage ratioHow many times your open pipeline covers the sales target still to be reached.Formula and example
- Quota attainmentThe percentage of the sales target a rep or team has achieved.Formula and example
- Lead-to-opportunity conversion rateThe share of leads that become a genuine sales opportunity in the pipeline.Formula and example
- Revenue per customerThe average revenue one customer generates in a period.Formula and example
- Customer concentrationThe share of your revenue that comes from your largest customers.Formula and example
- New customer revenue shareThe share of revenue from customers who bought from you for the first time in the period.Formula and example
- Quote conversion rateThe percentage of quotes the customer accepts.Formula and example
- Average discount rateHow much discount you give on average, as a percentage of gross order value.Formula and example
- Revenue per sales repRevenue won per sales rep or per full-time sales employee.Formula and example
- Sales activity metricsThe number of calls, meetings and emails sales reps log.Formula and example
- Pipeline velocityHow much revenue flows through your sales pipeline per day on average.Formula and example
- Deal slippage rateThe share of deals that do not close in the period they were planned for.Formula and example
- Upsell rateThe share of existing customers who sign an additional deal in the period.Formula and example
- Customer retention rateThe percentage of last period's customers who are still customers this period.Formula and example
- Gross margin per customerWhat a customer contributes after deducting the cost of the goods they buy.Formula and example
Further reading
- ResourcesKPI library: 193 KPIs with formulas and examples193 KPIs explained for finance, sales, marketing, e-commerce, inventory, logistics, HR, projects, service and SaaS, with formulas, examples, SQL and DAX.Read more
- ResourcesHow to build a KPI dashboard: steps and examplesA KPI dashboard is an overview of the key figures you use to steer towards your goals, such as revenue, margin, on-time delivery or absenteeism. A good KPI dashboard does not start with the software, but with the decisions it needs to support. You then choose a limited number of KPIs, define them, sketch the dashboard and only then build it.Read more
- SolutionPower BI dashboard portal: share dashboards securelyShare your Power BI dashboards securely in your own portal, with role-based access.Read more
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