Sales Metrics
38 metrics in Sales
Customer Acquisition Cost (CAC)Total sales & marketing spend divided by new customers acquired
SalesMarketingCurrencyMonthly
Monthly Recurring Revenue (MRR)Predictable revenue normalized to a monthly amount
FinanceSalesCurrencyMonthly
Win RatePercentage of deals won out of total opportunities
SalesPercentageQuarterly
Average Deal SizeMean revenue per closed deal
SalesCurrencyMonthly
Sales Cycle LengthAverage number of days from first contact to closed deal
SalesDurationMonthly
Quota AttainmentPercentage of sales quota achieved by a rep or team
SalesPercentageQuarterly
Pipeline VelocitySpeed at which deals move through your sales pipeline
SalesRateMonthly
Days Sales Outstanding (DSO)Average days to collect payment after a sale
FinanceSalesDurationMonthly
Cost Per Acquisition (CPA)Total marketing spend divided by number of customers acquired
MarketingSalesCurrencyMonthly
Marketing Qualified Leads (MQL)Leads nurtured by marketing and ready for sales handoff
MarketingSalesCountWeekly
Sales Qualified Leads (SQL)Leads accepted and qualified by sales team
MarketingSalesCountWeekly
Cost Per Lead (CPL)Total marketing spend divided by number of leads generated
MarketingSalesCurrencyMonthly
Lead Conversion Rate (LCR)Percentage of leads that convert to customers
SalesMarketingPercentageMonthly
Annual Recurring Revenue (ARR)Predictable annual revenue from subscriptions
FinanceSalesCurrencyMonthly
Average Revenue Per User (ARPU)Average monthly or annual revenue per active customer
SalesFinanceProductCurrencyMonthly
CAC Payback PeriodMonths required to recover customer acquisition costs
SalesFinanceDurationMonthly
LTV:CAC RatioRelationship between customer lifetime value and acquisition cost
SalesFinanceRatioQuarterly
Revenue Churn RatePercentage of recurring revenue lost from cancellations in a period
SalesFinanceCustomer SuccessPercentageMonthly
Expansion RevenueNew revenue from upsells and cross-sells to existing customers
SalesFinanceCustomer SuccessCurrencyMonthly
Pipeline Coverage RatioRatio of sales pipeline value to sales quota
SalesRatioMonthly
Sales VelocityRate at which deals progress through sales pipeline stages
SalesRateMonthly
Revenue per Sales RepAverage revenue generated by each sales representative
SalesCurrencyMonthly
Opportunity Conversion RatePercentage of qualified opportunities that close as won deals
SalesPercentageMonthly
Gross Dollar Retention (GDR)Percentage of recurring revenue retained from existing customers
FinanceCustomer SuccessSalesPercentageMonthly
Customer Concentration RiskPercentage of revenue from top customers indicating dependency risk
SalesFinancePercentageMonthly
Lead Response TimeAverage time from lead creation to first sales outreach
SalesDurationWeekly
Same-Store Sales (SSS)Year-over-year sales growth for stores open at least 12 months
SalesOperationsPercentageMonthly
Customer Lifetime Value (CLV)Total expected profit from a customer relationship over time
FinanceSalesCurrencyQuarterly
Net Revenue Retention (NRR)Revenue growth including expansion minus churn as % of prior year
FinanceSalesPercentageMonthly
Customer Lifetime Value Distribution (CLVD)Range and distribution of CLV across customer segments
SalesCustomer SuccessFinanceRatioQuarterly
Contract Renewal Rate (CRR)Percentage of expiring contracts that are renewed by customers
Customer SuccessSalesPercentageMonthly
Average Deal Size (ADS)Mean revenue value of closed contracts
SalesFinanceCurrencyMonthly
Competitive Win Rate (CWR)Percentage of deals won against specific competitors
SalesProductPercentageMonthly
New Product Revenue Percentage (NPR)Percentage of revenue from products launched in last 12-24 months
SalesProductFinancePercentageQuarterly
Customer Lifetime Value to Acquisition Cost Ratio (LTV:CAC)Ratio of total customer lifetime value to customer acquisition cost
SalesMarketingCustomer SuccessRatioQuarterly
Customer Health Score (CHS)Predictive score (0-100) indicating likelihood of customer retention, expansion, or churn
Customer SuccessSalesScore / IndexWeekly
Profitability by Customer Segment (CSP)Gross profit and margin by customer segment (industry, company size, product tier, geography)
FinanceSalesProductCurrencyQuarterly
Customer Referral & Word-of-Mouth Rate (RR)Percentage of new customers acquired through customer referrals and recommendations
SalesCustomer SuccessMarketingPercentageMonthly
Related Guides
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Metric ComparisonsARR vs. MRR: Which Revenue Metric Should You Report?
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Metric FundamentalsWhat Is Monthly Recurring Revenue (MRR)? Definition, Formula & Examples
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