Sales Metrics
This guide outlines six essential sales metrics for measuring business performance.
1. Bookings to Plan
The monetary value of signed contracts representing expected revenue, tracked at:
- Company level
- Territorial level
- Individual level
This serves as a foundational performance indicator aligned with business objectives.
2. Sales Cycle and Conversion Rates
Measures two key aspects:
- Duration: Time from sales qualified lead to closed opportunity
- Conversion Rate: Percentage of SQLs that convert to closed deals
This metric informs the marketing team's sales qualified lead goals and planning.
3. Weighted Pipeline Forecast and Coverage
A predictive measure of whether you'll hit your bookings target, calculated by applying weights to open opportunities based on:
- Stage
- Qualification
- Deal health
This helps assess progress toward booking goals.
4. Pipeline Created
Tracks the velocity of generating new sales qualified leads, segmented by:
- Representative
- Lead source
Essential for:
- Ensuring adequate pipeline coverage
- Evaluating lead source effectiveness
5. Win-Loss Analysis
Examines unsuccessful opportunities to identify reasons for losses, providing insights for:
- Improving sales strategies
- Enhancing product offerings
6. Pipeline Development Over Time
Compares pipeline changes across time periods (monthly or quarterly) to identify:
- Trends
- Movement patterns