Sales Metrics

Average contract value measures the average annualised revenue per customer contract. It is a critical SaaS and B2B metric that informs sales strategy, go-to-market model selection, and unit economics by revealing how much revenue each deal typically generates.

Annual contract value is the annualised revenue of a specific customer contract, normalising multi-year deals to a yearly figure. It is used in SaaS and subscription businesses to standardise revenue comparisons across contracts of varying lengths.

Win rate measures the percentage of sales opportunities that result in a closed-won deal. It is the single most revealing metric of sales effectiveness, indicating how well your team converts qualified pipeline into revenue.

Sales pipeline velocity measures how quickly deals move through your pipeline and generate revenue. It combines the four core levers of sales performance into a single metric that reveals the rate at which your pipeline converts to closed revenue.

Sales cycle length measures the average number of days from the creation of a sales opportunity to its close. It is a key efficiency metric that directly affects pipeline velocity, revenue forecasting accuracy, and the cost of sales.

Quota attainment measures the percentage of a sales target that a rep or team achieves in a given period. It is the primary performance metric for sales organisations, connecting individual and team output to revenue goals.

Average deal size measures the mean revenue value of closed-won deals. It is a fundamental sales metric that directly influences pipeline velocity, quota planning, and the economics of your go-to-market model.

Pipeline coverage ratio measures the value of open pipeline relative to the sales quota or revenue target. It is the primary leading indicator of whether a sales team has enough pipeline to hit its number, providing an early warning system weeks or months before quota is due.

Lead-to-customer rate measures the percentage of leads that ultimately become paying customers. It is the end-to-end conversion metric that captures the combined effectiveness of marketing qualification, sales execution, and the customer buying experience.

Activity per rep measures the total number of sales activities (calls, emails, meetings, demos) completed by each sales representative within a given period. It is a leading indicator of pipeline generation and a fundamental measure of sales team effort and capacity utilisation.

Average follow-up attempts measures the mean number of touches (calls, emails, social messages) a sales team makes before a prospect responds, books a meeting, or converts. It is a critical measure of sales persistence and cadence effectiveness.

Average purchase value measures the mean revenue generated per completed transaction. It is a fundamental revenue metric that reveals how much customers spend each time they buy, and is one of the most direct levers for increasing total revenue without acquiring additional customers.

Lead response time measures the elapsed time between a lead being created or expressing interest and the first meaningful sales outreach. It is one of the most impactful metrics in sales because response speed has a direct, measurable effect on contact rates and conversion.

Lead velocity rate (LVR) measures the month-over-month percentage growth in the number of qualified leads. It is widely regarded as one of the most reliable leading indicators of future revenue because it captures the momentum of pipeline generation before that pipeline converts to closed deals.

MQL to SQL conversion rate measures the percentage of marketing qualified leads that are accepted by sales as sales qualified leads. It is the definitive metric for evaluating the quality of the marketing-to-sales handoff and the alignment between the two teams.

Pipeline volume vs goal compares the current total value of sales pipeline to a predefined target, expressed as a percentage or ratio. It is a core planning metric that reveals whether the sales organisation is generating enough pipeline to support its revenue objectives.

SQL to win conversion rate measures the percentage of sales qualified leads that ultimately result in closed-won deals. It is the most direct measure of sales execution quality, capturing how effectively the team converts validated opportunities into revenue.