Sales KPIs List

Using KPIs for sales, we help you optimize the sales processes, identify sales trends, and evaluate your team’s performance against your sales and organization goals.

Lead Generation & Research

The Lead Generation and Research group initiate customer interest through different mediums (e-mail newsletters, cold calls, or social networks, etc.). They gather information about those leads, which the other sales staff (inside or outside) uses for follow-up.

Related: Sales Analyst, Marketing Research Analyst, Sales Associate, Research & Sales Support Associate, Research Analyst

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  • Revenue per Customer Segment – Weekly, monthly, quarterly or yearly income derived from each client category specified by the lead generation & research team as a percentage of total income gained.
  • Percentage of Leads Pre Qualified – The number of prequalified leads forwarded by the lead generation & research team to the sales team.
  • Percentage of Direct Time – The percent of time spent by a sales representative per shift on primary duties such as calls, visits, and tasks included in the list of key volume indicators for lead generation and research
  • Total Calls per Day – Average total number of unique sales leads & customer research phone calls conducted by each sales representative daily
  • Talk Time Percentage of Total Work Time – The percent of time spent by a sales representative per shift on inbound and outbound calls with sales leads.
  • Total Visits per Day – Average total number of site visits performed with prospective clients by a sales agent per day
  • Percentage of Indirect Time – Percent of time a sales agent spent on activities irrelevant to their lead generation or research function
  • Leads Generated per Support Staff – Total number of unique sales leads created divided by the total number of team members producing leads
  • Lead Generation Yield – Total percentage of calls and website visits that turn into profitable leads
  • Cost per Lead Generated – Total expenses incurred divided by the number of leads generated within a specific term
  • Total Inbound Calls per Day – Total number of business calls initiated by each lead generation staff member daily
  • Total Outbound Calls per Day – Total number of business calls received by each lead generation staff member daily
  • Account Executive Quotes – Average number of leads each account executive provided sales quotes for
  • Account Executive Sales – Average number of sales made by each account executive
  • Lead List Cycle Time – Amount of time a sales agent spends going down on a new list of leads
  • Existing Customers Quoted – Total percentage of existing customers quoted in a specific time period.

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Quote-to-Cash

  • Average Cycle Time (Quote-to-Sale) – Average amount of time a sales quote takes before it turns into a sale
  • Lead-to-Sale Percentage – Percentage of sales compared to the total number of leads quoted

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  • Average Revenue per Unit – Average income per sale by merchandise line
  • Cost per Conversion – Total sales direct cost divided by the number of actual sales
  • Reject Order Volume – Total number of order rejections the department attends to in a specific term
  • Quotes Issued Volume – Total number of sales quotes issued to prospective customers
  • Percentage of Issued and Not Paid – Total percentage of issued quotes that are still unpaid
  • Dropout Percentage from Pre-Issue Meeting to Not Paid – Total percentage of issued quotes that are still unpaid compared to the total number of client meetings
  • Quotes Generated
  • Leads Closed – Number of sales generated per team
  • Percentage of Lead Conversion to Meeting – Percentage of leads that led to a follow-up sales meeting
  • Percentage of Meeting Conversion to Quote – Percentage of client meetings that led to the issuance of sales quotas
  • Cycle Time from First Meeting to Client Signature – Total days/hours/minutes needed to close a deal during an initial client meeting

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Inside Sales (Qualitative)

The inside sales function forms and maintain customer relationships. As opposed to the outside sales functions, they develop leads remotely through phone calls or web-based conference calls to acquire new customers.

Related: Telemarketer, Telemarketing Representative, Account Manager, Inside Sales Representative, Account Executive, Account Representative

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  • Total Sales – Total amount of sales each sales agent closed within a specific term
  • Territory Revenue – Total monthly gross income generated from the sale of a qualified product in a specified area
  • Inside Sales Management Ratio – Total number of sales agents under each manager
  • Sales Systems Proficiency Rating – Average individual score of a sales agent on a sales system mastery test
  • Number of Hours in Training – Number of hours spent by each sales agent on training in a particular period (daily/weekly/monthly).
  • Number of Sales Completed during Call Blitzes – Average number of sales generated by each sales agent during a full day of cold-calling.
  • Total Calls per Day – Total number of outgoing and incoming calls each sales agent deals with per day
  • Total Inbound Calls per Day – Total number of incoming calls each staff member takes per day
  • Total Outbound Calls per Day – Total number of outgoing calls each sales agent makes per day
  • Percentage of Sales Calls – Percentage of all incoming and outgoing calls that falls under the “sales call” category as defined by the company
  • The number of Inside-Assisted Outside Sales Calls – Number of calls handled by an inside sales agent to assist an outside sales agent.
  • Average Speed of Answer (ASA) – Average amount of time needed to take an inbound call
  • After-Call Work Time (ACW) – Amount of time needed to input call details into the system  following a phone call
  • Average Handle Time (AHT) – Average duration of all incoming and outgoing calls
  • Talk Time Percentage of Total Work Time – Percent of time a sales agent spent on an incoming or outgoing call
  • Number of Relationship Reviews – Total number of relationship audit accomplished by each sales agent
  • Number of WebEx Presentations – Total number of WebEx presentations presented to the sales agent
  • Number of Voicemail Messages – Total number of voice messages left for sales agents
  • Sales by Segment – Average total amount of sales per product category sold by each sales agent in a given term
  • Length of Customer Relationship – Total length of time a client has stayed with the firm and the sales agent
  • Turnover Rate per Inside Sales Group – Total amount of products sold by sales agents per group in a given term
  • Number of Tickets/Cases Created per Person – Total number of tickets initiated by each sales agent
  • Number of Tickets/Cases Created per Region/Team – Total number of tickets forwarded by sales agents per region to the support group

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Outside Sales

The outside sales group meets with prospective or existing customers in person to form and maintain connections. They work with other sales group (inside sales group and support staff) to find leads, generate proposals and quotes, and collect information on potential customers

Related: Business Development Executive, Direct Sales Representative, Business Development Representative, Territory Sales Representative/Manager, Area Sales Manager, Field Sales Representative

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  • Total Sales – Total amount of sales finalized by each sales agent in a given term
  • Sales per Region – Total number of sales per area as specified by the firm
  • Total Visits per Day – Total number of visits performed by each sales agent with potential leads per day
  • Number of Hours in Training – Number of hours spent by each sales agent on training in a particular period
  • Total Calls per Day – Total number of incoming and outgoing calls conducted by each sales agent per day
  • Total Inbound Calls per Day – Total number of incoming calls received by each sales agent per day
  • Total Outbound Calls per Day – Total number of outgoing calls made by each sales agent per day
  • Percentage of Sales Calls – Percentage of all incoming and outgoing calls that falls under the “sales call” category as defined by the company
  • Average Handle Time (AHT) – Average length of all inbound and outbound calls
  • Talk Time Percentage of Total Work Time – Percentage of a sales agent’s time consumed on incoming and outgoing calls
  • Percentage of Direct Time – The percentage of a sales agent’s working time consumed on primary duties such as calls, visits, and tasks included in the key volume indicators for lead generation and research
  • Percentage Indirect Time – Percentage of a sales agent’s time consumed on tasks irrelevant to lead generation and research
  • Territory Revenue – Total monthly gross income generated from the sale of a qualified product in a specified area
  • Schedule Adherence – Percentage of scheduled assignments accomplished
  • Schedule Attainment – Percentage of all assignments accomplished, both planned and unplanned, divided by the number of total scheduled assignments
  • Number of Cross-Selling Opportunities – Number of opportunities for cross-selling in a specified term
  • Number of Manager Hours Spent Coaching – Number of hours spent by a manager in training a sales agent within a specified term
  • Number of Representative Hours Spent Coaching – Number of hours in a specified term where sales agents were trained by managers
  • Sales Systems Proficiency Rating – Average individual score of a sales agent on a sales system mastery test
  • Number of Sales Completed during Call Blitzes – Average number of sales generated by each sales agent during a full day of cold-calling.
  • Number of Relationship Reviews – Total number of relationship audit accomplished by each sales agent
  • Number of WebEx Presentations – Total number of WebEx presentations presented to the sales agent
  • Number of Voicemail Messages – Total number of voice messages left for sales agents
  • Sales by Segment – Average total amount of sales per product category sold by each sales agent in a given term
  • Length of Customer Relationship – Total amount of products sold by sales agents per group in a given term
  • Turnover Rate per Outside Sales Group – Total amount of products sold by sales agents per group in a given term
  • Number of Tickets/Cases Created per Person – Total number of tickets initiated by each sales agent
  • Number of Tickets/Cases Created per Region/Team – Total number of tickets forwarded by sales agents per region to the support group

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Performance Management and Initiatives

The performance management and incentives team designs the sales team’s salary and bonuses. They are also in charge of establishing goals and key performance indicators (KPIs) according to the firm’s objectives. On top of that, they are authorized to determine sales quotas, domains, profit-based sales targets, sales forecasts, and top-level performance inside the sales team. Auditing and modifying compensation packages according to company goals and market pay scales.

Related: Performance Analyst, Sales Analyst, Sales Consultant, Incentive Commission Analyst, Compensation Analyst, Sales Commissions Analyst

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  • Territory Revenue – Total monthly gross income generated from the sale of a qualified product in a specified area
  • Revenue Targets by Team – Total number of teams that met their sales goals
  • Revenue Targets by Employee – Total number of staff members who met their sales goals
  • Sales Support Cost Percentage – Percentage of sales costs divided by total income
  • Percentage Meeting Cycle Time Service Level Agreement (SLA) – Percentage of sales agents who fulfill their cycle time SLA
  • Gross Margin per Account Executive – Total monthly gross margin accomplished by each account executive
  • Profitable Employee Share per Sales Group – Percentage of each sales unit that is productive in a specific term
  • Percentage of Account Executives by Product Type – Percentage of account executives who sell a specific product group

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Sales Growth Metrics

  • Average Contract Value – The average value of a customer contract over a 12-month period.
  • Average Sales Cycle

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  • Churn Rate
  • Customer Lifetime Value (LTV)
  • Growth Rate
  • Lead Response Rate – Percentage of leads to which sales team has responded over a given period of time.
  • Monthly Recurring Revenue (MRR)
  • Opportunity-Win Ratio
  • Percentage of Sales Reps Attaining Quota
  • Sales by Lead Source

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Sales & Marketing Director Job Responsibilities

  • Attend networking functions as desired
  • Coordinate company-wide community volunteer activities

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  • Handle all advertising activities
  • Hold seat on a community organization board of directors
  • Hold weekly sales meetings
  • Maintain all pricing
  • Maintain margin guidelines
  • Monitor goal progress per salesperson
  • Perform annual evaluation of sales staff
  • Process estimating for large commercial bids
  • Review & approve monthly sales commission reports
  • Set annual sales goal per truck
  • Set annual sales goals per sales person
  • Set Sales Commission Program Guidelines
  • Supervise the sales force for both stores

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Outside Sales Job Responsibilities

  • Adhere to established company sales margins
  • Answer technician question regarding specific jobs

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  • Assist in any other area’s as necessary
  • Attend no less than 2 networking functions monthly
  • Contact scheduled appointments in a timely manner
  • Coordinate all trade show activities
  • Follow up on job issues with field techs
  • Gather all required information for data entry of jobs
  • Input estimate/order into FieldOps
  • Meet or exceed established monthly sales goals
  • Perform post-installation quality control inspection
  • Perform proper site check
  • Present all available product to clients
  • Promptly respond to customer inquiries
  • Return telephone calls within 1 hour
  • Speak to civic organization/lunch & learn’s as requested
  • Submit monthly sales report to be eligible for commission

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Lead Conversion

  • Assessment, Diagnosis, & Learning Plan Creation – Effectively conduct initial student assessments to identify learning gaps, demonstrate accurately how Mathnasium can improve those skills, create a customized learning plan for students, and provide education based consultation on the diagnosed learning gaps for the purposes of enrolling new customers.
  • Customer Service – Leads – Provide exceptional customer service to leads and customers through professional conduct, answering all questions/inquiries, and ensuring the positive customer experience.

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  • Establishing Appropriate Expectations – Properly establish expectations with parents and students about anticipated progress and recommended guidelines for students attendance, behavior, and engagement as part of the enrollment process.
  • Lead Follow-Up – Follow the company protocol to follow up with leads by phone, email, and in-person, to answer any inquiries, overcome any objections, encourage leads to visit the center, and sell the Mathnasium program.
  • Responding to Leads – Prioritize time to be available for and effectively respond to leads in-person, by phone, from email, and from the microsite who inquire about Mathnasiums services
  • Sales & Lead Conversion – Effectively selling the Mathnasium program and convert leads into a customer by enrolling them for services including properly utilizing the M-A-T-H model and all available sales resources (enrollment forms, parent packs, sample binders, etc.)
  • System – Radius and Google – Properly use center management software (Radius and Google) to maximize lead conversion through effective lead data entry and task management.

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Lead Generation

  • Local Marketing – Effectively execute local marketing strategy and participate in marketing activities provided by superiors to attract new leads and develop business relationships that include building relationships with school, businesses, and community organizations.
  • Microsite Maintenance – Ensure the center’s microsite is up to date reflecting correct center hours, program offerings, team members, shares center news and answers basic questions for customers.

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  • Online Reviews – Encourage parents/customers to review the business online through listen 360, yelp, and/or Google, in addition to, monitoring and responding to online reviews to ensure the center is properly represented online.
  • Referral Program – Properly execute the referral program by encouraging current customers to refer to family and friends, in addition too, reminding parents of the referral program during parent conferences, updates, and other opportunities.

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New Business Developer Job Responsibilities

  • 10 x Drops to Businesses
  • Attend daily sales meetings

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  • Basic Bumf Layouts
  • Briefing designers on interior design for clients
  • Compiling Client Proposals
  • Compiling preliminary (1 Pager) budgets
  • Conceptualize and arrange marketing material including gifts, press releases, communication, etc.
  • Contact Property Brokers and other lead sources in order to build relationships and obtain leads
  • Ensure the targeting and chasing the correct level/ caliber/ value of jobs
  • Issue a Sales Report

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Inside Sales Executive job responsibilities

  • Ad-hoc responsibilities as assigned by the Manager or General Manager.
  • Cold Call and send introduction letter/product literature.

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  • Conduct and participate in product training.
  • Coordination with a sales representative.
  • Follow up with existing customers to generate sales.
  • Generate leads, call prospective customers and schedule appointments for sales representatives.
  • Generate new leads and customer database through web research, magazine, industrial directory, and other sources.
  • Handle inquiries by mail/phone & forward to a sales representative.
  • Maintain and update customer contacts in CRM on a daily basis.
  • Prepare sales quotations and proposals for customer.
  • Provide technical support to customer and sales representatives.
  • Providing pricing, stocking information, delivery status, technical specifications to customers and sales representatives.
  • Report weekly sales activities to direct manager.
  • Resolve customer complains questions and concerns.

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Key Performance Indicators or KPIs for sales, including real-time tracking, are designed to measure the optimal functioning of the sales department’s ability to sell the company’s products and services to its target audience. Without the ability to sell its products and services, the organization cannot exist.

Thus, the critical performance operations that need to be measured include lead generation and customer research, the average sales cycle time – from quote to cash, the development and maintenance of customer relationships, sales system proficiency ratings, business development by visiting potential and existing clients,and the analysis of sales metrics to improve efficiencies and drive growth.

Guided rollout is included with all our plans, send us job descriptions and we will set up your evaluations.
Expert HR advice is available to all customers free.

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