Plain-language questions
Ask for revenue per sales rep per month, customer or product in the SQL Explorer with AI. The AI writes the SQL, you see the query and run it yourself; the AI only receives metadata.
KPI · Sales
Revenue per sales rep: formula and example.
Revenue per sales rep is the revenue won in a period divided by the number of sales reps, ideally measured in full-time equivalents (FTE). It gives a picture of your sales team's productivity. It helps answer whether an additional rep is likely to pay for themselves.
Revenue per sales rep formula
Revenue won in the period ÷ number of sales reps (in FTE)
Worked example
In 2025, Acme Groothandel won €3,600,000 in deals with a sales team of 4.5 FTE. Revenue per sales rep is €3,600,000 ÷ 4.5 = €800,000 per FTE.
Fictitious figures for Acme Groothandel, a sample wholesaler.
How to read this KPI
Higher revenue per rep means the team brings in more per person. Compare it with previous years and between teams with a similar customer base, as a rep with established large accounts will naturally score higher. Set it against sales staff costs to see what a rep delivers.
Pitfalls with revenue per sales rep
- Counting heads instead of FTE, so part-timers pull the average down.
- Counting new reps who are still ramping up as if they were fully productive.
- Assigning revenue to the deal owner when several people often contributed.
SQL & DAX
Calculating revenue per sales rep in SQL and DAX
Two examples on a fictitious data warehouse for Acme Groothandel: a PostgreSQL query and a measure for a Power BI model. Adjust table and column names to your own model.
SELECT date_trunc('year', closed_at) AS year,
SUM(amount) AS won_revenue,
COUNT(DISTINCT owner_id) AS sales_reps,
ROUND(SUM(amount) / NULLIF(COUNT(DISTINCT owner_id), 0), 0) AS revenue_per_rep
FROM deals
WHERE status = 'won'
GROUP BY 1
ORDER BY 1;Revenue per Sales Rep =
DIVIDE(
CALCULATE(SUM(Deals[Amount]), Deals[Status] = "won"),
CALCULATE(DISTINCTCOUNT(Deals[OwnerId]), Deals[Status] = "won")
)In ENABLE
Tracking this KPI in ENABLE
In your Power BI dashboard
Define the KPI as a measure in your Power BI model and show it in the portal, with "Last refreshed" next to it. Access profiles and optional row-level security decide who sees which figures.
Custom dashboards (pilot)
Add the KPI as a tile to a custom dashboard, compared with last year. The Dashboard Builder is a pilot and can be switched on per client.
Monthly targets
With the built-in Targets app you set a target for the KPI per month, so you see actuals and target side by side.
FAQ
Frequently asked questions
How do you calculate revenue per sales rep?
Divide the revenue won in a period by the number of sales reps in FTE during that period. With €3,600,000 in revenue and 4.5 FTE, that is €800,000 per FTE. Use the average FTE over the period if the team grew or shrank.
What is the difference between revenue per sales rep and revenue per employee?
Revenue per sales rep divides revenue by the sales team only, while revenue per employee divides it by everyone in the company. Revenue per sales rep says something about sales productivity; revenue per employee about the efficiency of the whole organisation. Both are most useful compared with previous years.
How can you increase revenue per sales rep?
You increase revenue per rep by giving reps more time for promising customers and less for admin. Look at which activities lead to won deals and which do not. Better lead qualification by marketing also helps, as reps then spend less time on leads that will never buy.
Further reading
- KPI librarySales KPIs: formulas and examplesSales 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.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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