KPI & Analytics13.09.26·9 minIT →

    Sales KPIs: 14 examples with formulas and benchmarks

    Quick answer

    The sales KPIs worth tracking are the ones with a formula, an owner and a source system: conversion rate, average deal value, sales cycle length, win rate, pipeline coverage, cost per lead, customer acquisition cost, lifetime value, churn, quota attainment, activity per rep, lead response time, forecast accuracy and margin per deal. Each needs a written definition and a single source of truth, otherwise two teams will report two different numbers for the same month.

    Funnel KPIs

    Conversion rate = closed deals ÷ qualified leads. Win rate = deals won ÷ deals decided (won + lost), which is stricter and more honest. Pipeline coverage = open pipeline ÷ target for the period; below 3x the quarter is usually already at risk. Lead response time = minutes between inbound request and first human contact; it is the cheapest KPI to improve and one of the most predictive.

    Value and efficiency KPIs

    Average deal value = revenue ÷ number of deals. Cost per lead = marketing spend ÷ leads generated. CAC = full sales and marketing cost ÷ new customers. LTV = average margin per customer × average retention in months. The ratio LTV ÷ CAC below 3 means growth is being bought rather than earned.

    Cycle and forecast KPIs

    Sales cycle length = average days from first contact to signature, measured by segment, not overall. Quota attainment = closed ÷ target per rep. Forecast accuracy = 1 − |forecast − actual| ÷ actual; under 80% the forecast is a narrative, not a plan. Margin per deal is what stops discount-driven growth from looking like success.

    From KPI list to a dashboard that maintains itself

    Write one definition per KPI: formula, source system, owner, refresh frequency. Connect CRM, ERP and accounting directly instead of exporting; give each role only the indicators it can act on. A first working dashboard on real data typically takes two to three weeks; a validated monthly pack around six.
    FAQ

    Frequently asked questions

    How many sales KPIs should a company track?

    Between five and eight at management level, each with an owner. Longer lists get read once and then ignored; the remaining metrics belong in drill-downs, not on the main dashboard.

    What is a good conversion rate?

    It depends on lead source far more than on industry: inbound requests convert several times better than cold outbound. Compare against your own trailing twelve months rather than a generic benchmark.

    Where should KPIs be calculated?

    In one place, ideally the reporting layer connected to the source systems — not in each department's spreadsheet. That is what keeps two teams from reporting two different numbers.

    Can we start without changing our CRM?

    Yes. In most projects the existing CRM and accounting stay in place and only the reporting layer is added on top, reading from them.

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