Plain-language questions
Ask for sales activity metrics 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
Sales activity metrics: formula and example.
Sales activity metrics count the sales actions logged per rep and per period, such as calls, meetings, demos and emails. They are a leading indicator: activity today leads to deals later. Divided by the number of won deals, they also show how much effort one won deal takes.
Sales activity metrics formula
Number of logged activities per rep per period; activities per won deal = number of activities ÷ number of won deals
Worked example
In September, Acme Groothandel's four sales reps logged 1,320 activities between them, an average of 1,320 ÷ 4 = 330 per rep. They won 12 deals in the same month, so 1,320 ÷ 12 = 110 activities per won deal.
Fictitious figures for Acme Groothandel, a sample wholesaler.
How to read this KPI
More activity only adds value if it leads to pipeline and deals. So also compare the ratio between activities and won deals, by rep and by activity type. A drop in activity is often an early sign that the pipeline will thin out in a few months.
Pitfalls with sales activity metrics
- Managing on activity counts alone, so reps mainly log quick, low-value actions.
- Missing activities that are never logged in the CRM, such as calls from mobile phones.
- Comparing activities and won deals in the same month, while deals often close months later.
SQL & DAX
Calculating sales activity metrics 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.
WITH act AS (
SELECT owner_id, date_trunc('month', activity_date) AS month, COUNT(*) AS activities
FROM activities GROUP BY 1, 2),
won AS (
SELECT owner_id, date_trunc('month', closed_at) AS month, COUNT(*) AS won_deals
FROM deals WHERE status = 'won' GROUP BY 1, 2)
SELECT a.owner_id, a.month, a.activities, COALESCE(w.won_deals, 0) AS won_deals,
ROUND(a.activities::numeric / NULLIF(w.won_deals, 0), 1) AS activities_per_won_deal
FROM act a
LEFT JOIN won w ON w.owner_id = a.owner_id AND w.month = a.month
ORDER BY a.month, a.owner_id;Sales Activities =
COUNTROWS(Activities)
Activities per Won Deal =
DIVIDE([Sales Activities], CALCULATE(COUNTROWS(Deals), 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
Which sales activities should you track?
Track the activities that demonstrably lead to deals in your sales process, such as meetings, demos and quotes sent. Calls and emails are easy to count but say less about progress. Pick a few types and define exactly what each one includes.
How do you calculate activities per won deal?
Divide the number of logged activities in a period by the number of deals won in that same period. With 1,320 activities and 12 won deals, that is 110. Use a longer period, such as a quarter, to smooth out random swings.
What is the difference between sales activities and sales outcomes?
Activities are the actions a rep takes, while outcomes are the results, such as won deals and revenue. Activities are leading indicators and outcomes are lagging ones. A good sales dashboard shows both, so you can see how they relate.
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
Use AI on your own data. Securely, and without the headache.
In an online demo we show how ENABLE makes your data securely available and how you build on it: describing an app in the AI Builder, plain-language questions, dashboards and APIs. And how we set it up and manage it for you.