Tracking KPI for Sales: Examples, Why it’s Important, & More

Table of Contents

Table of Contents

Ever considered how a ship's captain navigates the vast ocean without getting lost? They utilize GPS and other high-tech tools. Now think of your business as that ship. The vast ocean? That's your market. Those are your Key Performance Indicators (KPIs).

By tracking their KPIs effectively, businesses navigate smoothly toward their goals, avoiding the proverbial icebergs that sink many ventures. Recent studies indicate that companies utilizing data-driven B2B sales-growth engines (in other words, KPI for sales) experience exceptional growth rates and significant EBITDA increases, ranging from 15 to 25 percent.

So, let's set sail on this journey of understanding the importance of KPI tracking for sales, the examples, and more. Remember, we're not just about avoiding icebergs here; we're hunting for the treasure islands of success!

Why is it Important to Track KPIs for Sales and Marketing?

So, what does KPI stand for in sales? Key Performance Indicators (KPIs) measure your progress against specific business objectives.

By tracking the relevant KPI for sales, you can get an accurate picture of how well your team is performing and whether or not you're on track to achieve your goals. In particular, KPIs for sales teams provide valuable insight into the overall effectiveness of a company's sales strategy and processes.

Using these KPIs, you can identify areas of improvement, as well as opportunities to optimize existing systems and practices. This will help you make data-driven decisions, essential in today's business world!

KPI Examples for Sales

KPI Examples for Sales

In the following sections, we will dive deeper into specific examples of KPIs that sales teams often track. By practically exploring these KPIs, you'll better understand how they can guide your strategy, fuel growth, and help you navigate the competitive marketplace.

1. Sales Growth

Sales Growth is a KPI for sales that measures the increase or decrease in sales revenue during a specific period. It's an essential metric for businesses to track as it gives insights into the effectiveness of their sales strategies and market demand for their products or services.

The formula to calculate Sales Growth is straightforward:

Sales Growth = (Current Period Sales - Previous Period Sales) / Previous Period Sales * 100%

For instance, let's say your sales revenue in Q1 was $100,000, and in Q2, it increased to $130,000. The sales growth from Q1 to Q2 would be:

Sales Growth = ($130,000 - $100,000) / $100,000 * 100% = 30%

2. Sales Target

Sales Target is another crucial KPI for sales that measures the revenue your sales team aims to achieve within a specific period. Setting and tracking sales targets is essential to drive performance and motivate your sales team. It also provides a clear direction for your team and helps measure the effectiveness of your sales strategies.

The Sales Target KPI calculation is straightforward:

Sales Target = Expected number of sales * Average sale value

For example, if you expect your sales team to close 50 deals in a month, and the average deal value is $1000, your sales target for the month would be:

Sales Target = 50 deals * $1000/deal = $50,000

3. Customer Acquisition Cost (CAC)

Customer Acquisition Cost (CAC) is a vital KPI that quantifies the total cost of acquiring a new customer. This includes advertising, marketing, sales salaries, and other related costs. Monitoring CAC is critical to understanding how much value customers bring to your business compared to the amount invested in obtaining them.

To calculate CAC, you sum up all the costs spent on acquiring more customers (marketing expenses) and then divide it by the number of customers acquired when the money was spent. The formula is:

CAC = (Total cost of sales and marketing) / (Number of new customers acquired)

For instance, if your company spent $10,000 on sales and marketing in a quarter, and you acquired 100 new customers in that same quarter, your CAC would be:

CAC = $10,000 / 100 = $100

4. Average Revenue Per Customer (ARPC)

Average Revenue Per Customer

Average Revenue Per Customer (ARPC) is another substantial KPI that measures the average revenue generated from each customer over a specific period. This indicator gives businesses insights into their customers' value and helps them understand how much revenue they can expect from each customer on average.

To calculate the ARPC, you divide the total revenue generated in a specific period by the number of customers during the same period. The formula is:

ARPC = (Total Revenue in a Period) / (Total Number of Customers in the Same Period)

For instance, if your business generated $50,000 in Q1 and had 200 customers in the same quarter, your ARPC would be:

ARPC = $50,000 / 200 = $250

5. Customer Lifetime Value (CLV)

Customer Lifetime Value (CLV) is a metric used by businesses to estimate the total monetary value a customer is expected to bring to the company over the entire duration of their relationship as a customer. The formula for calculating Customer Lifetime Value may vary depending on the specific business and industry, but a general formula for CLV is as follows:

CLV = (Average Purchase Value) x (Number of Repeat Transactions) x (Average Customer Lifespan)


  • Average Purchase Value: This refers to the average amount of money a customer spends on each transaction with the company.
  • Number of Repeat Transactions: It represents the average number of times a customer purchases within a specific period, usually annually.
  • Average Customer Lifespan: This is the average duration or lifespan of the customer's relationship with the company, usually measured in years.

For instance, let's say a customer, on average, buys $50 worth of products from your online store 20 times a year. They continue to be customers for three years.

The CLV would be:

CLV = ($50 x 20) x 3 = $3000

Remember, this formula is a simplified version, and in reality, calculating CLV might involve more complexity, considering factors like customer churn rate, discount rates, and acquisition costs.

Additionally, businesses may apply different models or variations of the CLV formula based on their specific needs and objectives. For example, some might calculate CLV based on segments of customers or different product categories to gain more insights into their customer base and make more targeted decisions.

6. Customer Retention Rate

Customer Retention Rate KPI for sales which measures the percentage of customers a company retains over a given period. It's a critical metric for evaluating a business's long-term viability and the effectiveness of its customer relationship management strategies. A high CRR means customers are satisfied with your product or service, leading to brand loyalty and repeat business.

To calculate the CRR, you need to know the number of customers at the start of the period (S), the number of customers at the end of the period (E), and the number of new customers acquired during that period (N). The formula is:

CRR = ((E-N)/S) * 100%

For instance, let's say your company started the quarter with 200 customers (S), acquired 50 new customers (N), and ended the quarter with 220 customers (E). Your CRR for the quarter would be:

CRR = ((220-50)/200) * 100% = 85%

7. Customer Churn Rate

Unlike customer retention rate, which focuses on the customers that stayed with your business, customer churn rate (also known as attrition rate) measures how many customers leave over a certain period. This metric is especially important for subscription-based businesses to understand their customer lifespan and make necessary adjustments to reduce customer attrition.

A high churn rate could indicate customer dissatisfaction, pricing issues, or competitive disadvantage.

To calculate the CCR, you need to know the number of customers at the start of the period (S) and the number of customers who churned during that period (C). The formula is:

CCR = (C/S) * 100%

For example, let's say your software-as-a-service (SaaS) business started the month with 500 customers; during that month, 20 customers canceled their subscriptions. Your monthly CCR would be:

CCR = (20/500) * 100% = 4%

8. Average Sales Cycle Length

Average Sales Cycle Length

Average Sales Cycle Length measures the average time from the first contact with a potential customer to closing the deal. Understanding this KPI for sales provides valuable insight into how long it takes to convert leads into customers and can help to identify bottlenecks or inefficiencies in the sales process.

To calculate the Average Sales Cycle Length, you need to track the dates of the first contact and the closing for each deal. Then, calculate the length of each sales cycle (i.e., the number of days from the first contact to close). Finally, find the average of these lengths over a specific period.

For example, in a quarter, your team closed 5 deals. The lengths of the sales cycles for these deals were 30, 45, 60, 90, and 90 days. The average sales cycle length would be:

Average Sales Cycle Length = (30 + 45 + 60 + 90 + 90) / 5 = 63 days

9. Lead to Opportunity Ratio

The Lead to Opportunity Ratio is an essential Key Performance Indicator (KPI) that gauges the efficiency and effectiveness of a company's sales process. It shows how many leads turn into real opportunities for making a sale. Essentially, this metric helps to determine the quality of leads and the success rate of converting these leads into potential sales opportunities.

To calculate the Lead to Opportunity Ratio, divide the number of leads that have become opportunities by the total number of leads, then multiply the result by 100 to get a percentage.

Here's the formula:

Lead to Opportunity Ratio = (Number of Leads Converted into Opportunities / Total Number of Leads) * 100%

For instance, let's assume your sales team started the month with 200 leads (Total Number of Leads). After diligent follow-ups and nurturing, 50 of these leads showed serious interest and asked for a detailed proposal or a product demo (Leads Converted into Opportunities).

In this case, the Lead to Opportunity Ratio would be:

Lead to Opportunity Ratio = (50 / 200) * 100% = 25%

10. Opportunity-to-Win Ratio

The Opportunity to Win Ratio is a vital Key Performance Indicator (KPI) in sales, quantifying the success rate of sales opportunities in converting into wins or sales. This metric is a valuable measure of effectiveness and efficiency in evaluating sales performance.

A higher ratio indicates a more successful sales process, while a lower ratio may lead to revisiting and refining sales strategies.

To calculate the Opportunity to Win Ratio, you need to divide the number of won opportunities by the total number of opportunities (both won and lost), then multiply the result by 100 to get a percentage.

Here's the formula:

Opportunity to Win Ratio = (Number of Won Opportunities / Total Number of Opportunities) * 100%

Suppose your sales team had 50 opportunities in a month and successfully closed 20.

In this case, the Opportunity to Win Ratio would be:

Opportunity to Win Ratio = (20 / 50) * 100% = 40%

11. Lead Conversion Ratio

The Lead Conversion Ratio quantifies the percentage of leads successfully converted into customers. This metric shows your sales team's effectiveness in transitioning potential customers from interest to purchase.

To calculate the Lead Conversion Ratio, you need to divide the total number of leads converted into customers by the total number of leads generated, then multiply the result by 100 to get a percentage.

Here's the formula:

Lead Conversion Ratio = (Number of Leads Converted into Customers / Total Number of Leads) * 100%

For instance, your marketing activities generate 500 leads in a month (Total Number of Leads). Out of these leads, your sales team successfully converts 150 into customers (Number of Leads Converted into Customers).

In this case, the Lead Conversion Ratio would be:

Lead Conversion Ratio = (150 / 500) * 100% = 30%

12. Revenue Per Sales Rep

Revenue Per Sales Rep

Revenue Per Sales Rep is a straightforward yet crucial KPI that highlights the average revenue generated by each sales team member. This metric provides insights into individual performance, helping to identify which representatives are outperforming or underperforming and informing decisions regarding training, incentives, and sales process optimization.

To calculate Revenue Per Sales Rep, you simply divide the total revenue generated in a certain period by the number of sales reps active.

Here's the formula:

Revenue Per Sales Rep = Total Revenue / Number of Sales Reps

Let's illustrate this with an example. Suppose your company generated a revenue of $500,000 last quarter, and you have a team of 5 sales reps.

In this situation, the Revenue Per Sales Rep would be:

Revenue Per Sales Rep = $500,000 / 5 = $100,000

13. Profit Margin Per Sales Rep

Unlike the Revenue Per Sales Rep, this KPI considers the cost of each sale, providing a more accurate reflection of a sales rep's contribution to the company's bottom line.

To calculate the Profit Margin Per Sales Rep, you first need to calculate the profit by subtracting the total costs from the total revenue. You then divide this profit by the total number of sales reps.

Here's the formula:

Profit Margin Per Sales Rep = (Total Revenue - Total Costs) / Number of Sales Reps

For example, let's say your organization reported total revenue of $1,000,000 last quarter and incurred total costs of $600,000. You have a team of 10 sales reps.

In this case, the Profit Margin Per Sales Rep would be calculated as follows:

Profit Margin Per Sales Rep = ($1,000,000 - $600,000) / 10 = $40,000

14. Upsell and Cross-Sell Rates Per Sales Rep

The Upsell and Cross-Sell Rates Per Sales Rep KPI measures the sales rep's effectiveness in selling additional products or services (upselling) or different products or services (cross-selling) to existing customers. This metric provides a clear picture of your team's ability to maximize the customer's value and improve the overall profitability of your sales.

To calculate the Upsell and Cross-Sell Rates Per Sales Rep, divide the total revenue from upsells and cross-sells made by a sales rep by the total revenue that the same sales rep generated, then multiply the result by 100 to get a percentage.

Here's the formula:

Upsell and Cross-Sell Rates Per Sales Rep = (Revenue from Upsells and Cross-sells / Total Revenue Generated by the Sales Rep) * 100%

For example, a sales rep generated total revenue of $100,000 in a given period. Out of this total, $20,000 came from upsells and cross-sells.

In this case, the Upsell and Cross-Sell Rates Per Sales Rep would be:

Upsell and Cross-Sell Rates Per Sales Rep = ($20,000 / $100,000) * 100% = 20%



Sales Growth

The percentage increase or decrease in sales revenue over a specific period.

Sales Target

The predefined goal or objective set for the sales team to achieve within a certain timeframe.

Customer Acquisition Cost

The average cost of acquiring a new customer includes marketing and sales expenses.

Average Revenue Per Customer

The average amount of revenue each customer generates over a specific period.

Customer Lifetime Value

The estimated total revenue a business can expect to earn from a single customer over time.

Customer Retention Rate

The percentage of customers that stay with the company over a specific period.

Customer Churn Rate

The percentage of customers who have stopped using the company's products or services.

Average Sales Cycle Length

The average time for a lead to become a customer is from the initial contact to conversion.

Lead to Opportunity Ratio

The ratio of qualified leads that convert into sales opportunities for the sales team.

Opportunity to Win Ratio

The ratio of successful sales opportunities to the total number of opportunities pursued.

Lead Conversion Ratio

The ratio of leads that successfully convert into paying customers.

Revenue Per Sales Rep

The average revenue each sales representative generates over a specific period.

Profit Margin Per Sales Rep

The average profit margin earned by each sales representative over a specific period.

Upsell and Cross-Sell Rates Per Sales Rep

The rate at which sales representatives can upsell or cross-sell additional products or services to existing customers.

How KPI Tracking Software Allows Easy Sales Metric Management

How KPI Tracking Software Allows Easy Sales Metric Management

There are multiple ways to track and analyze the different KPIs, but KPI tracking software provides an easy solution for managing sales metrics. Here's how KPI tracking software can help to track and manage sales KPIs effectively:

1. Uses Automation to Provide Real-Time Information

KPI tracking software automates data collection and analysis, giving you an up-to-date view of sales performance. This eliminates manual processes and enables faster decision-making and planning based on the insights gained.

Here's the best part, a report by McKinsey Global Institute states that automation can save approximately 20% of an employee's time, which can be redirected towards more strategic tasks.

Additionally, a study by the same institute revealed that successful operations centers are achieving cost reductions of 30 to 60 percent cost reductions and simultaneously improving delivery quality by automating manual and repetitive tasks. This transformative approach not only streamlines operations but also enhances efficiency and effectiveness.

2. Easy Read Dashboards Allows Information to Be Accessed and Understood Quickly

Here, tools like Customer Relationship Management (CRM) systems are effective for KPI tracking and management in sales. These software platforms can help you do the following:

  1. Compile customer data across various channels,
  2. Access data in real-time, and
  3. Help you analyze and manage all customer interactions and engagements.

By doing so, they generate valuable insights which can be used to enhance customer satisfaction and drive sales growth.

CRM systems offer comprehensive dashboards that present sales metrics in a visual, easy-to-understand manner. They provide an at-a-glance view of the following KPIs:

  • Sales performance,
  • Lead conversion,
  • Opportunity win rate, and
  • Revenue per sales rep.

Furthermore, CRM systems automate measuring and tracking these KPIs, freeing up valuable time for sales reps to focus on selling.

3. Automated Report Generation Makes It Easy to Glean Insights Over Time

The best KPI tracking software makes it easy to generate automated reports with the ability to drill down into individual data points. This helps identify sales trends and patterns over time, allowing teams to course correct and make more informed decisions.

KPI tracking templates are also available to help organize KPIs and report findings. These templates offer a tried-and-true structure for tracking KPIs and allow teams to compare their performance against the established standards.

How Ringy Allows You to Make Data-Driven Sales Decisions

By consolidating customer data from various channels and interactions into a single platform, Ringy provides a comprehensive, real-time view of your sales performance. The following is an overview of the features and benefits of using Ringy for KPI tracking:



Readable Sales Activity Reports

Ringy's CRM generates easy-to-read reports on all sales activities, providing comprehensive insights into sales performance and trends. This empowers users to analyze data effectively and make informed decisions.

Identifying Potential Sales Opportunities

With its advanced analytics, Ringy helps you identify potential sales opportunities by analyzing customer behavior, purchase patterns, and interactions.

Better Understanding of the Sales Cycle

Ringy enables users to understand their sales cycle better by tracking interactions and engagements with prospects and customers.

VoIP Softphone Integration for Direct Calling

Our integrated VoIP softphone feature lets you make calls directly from the CRM.

Our CRM empowers sales teams with valuable data-driven insights, making it easier to:

  • Track sales activities,
  • Spot potential opportunities, and
  • Optimize the sales process.


KPI tracking is essential for any sales team that wants to succeed in today's competitive landscape. A comprehensive understanding of your KPIs is key to unlocking opportunities and staying ahead of the competition.

However, choosing the right software to track your KPI for sales can sometimes be tricky. Some solutions are limited, while others make the entire process complicated and time-consuming.

But with Ringy, you can make data-driven sales decisions quickly and effectively. From automated report generation to tracking communications, we provide an effortless solution for managing your KPIs like a pro.

Contact us today for more information on how Ringy can help you make informed sales decisions. We will be happy to discuss and show you how Ringy can help you maximize your KPIs and drive sales growth.

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