KPIs for Sales

KPIs for Sales
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01
YOY sales growth %
Year over year growth for a measure (such as revenue, cost, margin etc).
Same strategy can be applied to any time period such as QOQ (Quarter-over-Quarter) growth or MOM (Month-over-Month) growth
Unit type: Percentage
02
Sales productivity ratio
Divide of actual revenue (e.q. months or years) with numbers of sales headcount
Formula: 
actual revenue / sales headcount
Unit type: Money 
Direction: Maximize
03
Sale increase % due to loyal customers
Sale increase percentage due to loyal customers
Formula: 
100 X Increase in sales due to loyal customers/ Total sale increase
Unit type: Percentage 
Direction: Maximize
04
% of online sales revenue
Online sales revenue as a percentage of total revenue within measurement period.
Unit type: Percentage
05
% of sales revenue via partner channel
Percentage of sales revenue via partner channel / indirect channel.
Unit type: Percentage 
Direction: Range
06
Unweighted sum of deal size in sales pipeline
Sum of the deal size in the sales pipeline without weigthing it against the chance of winning the deal.
Unit type: Money 
Direction: Maximize
07
Average deal size in sales pipeline
Average size of deals in the sales pipeline.
Unit type: Money
08
Value of sales lost
Value of sales lost, which can include loss to a competitor, loss of customer funding, and many other reasons.
Unit type: Money 
Direction: Minimize
09
Customer acquisitions costs as % of sales value
Customer acquisitions costs as percentage of sales value.
Unit type: Percentage
10
Customer loyalty
Customer loyalty is used to describe the behavior of repeat customers, as well as those that offer good ratings, reviews, or testimonials.
Direction: Maximize
11
Actual -vs- Bid
Measure of actual revenue, profit, expenses, etc. versus bid price.
Interpretation: 
Adverse variances are often the largest profit leaks for small and mid-sized businesses.
Unit type: Percentage 
Direction: Minimize
12
Frequency of sales transactions
Frequency (e.g. in days or hours) of sales transactions.
Unit type: Time
13
% of sales due to launched product/services
Percentage of sales due to product/services launched in previous period (e.g. the past year).
Unit type: Percentage
14
Sales order by FTE
This indicator measures the number of customer orders that are processed by full time employees per day. This helps evaluate the workforce cost per order.
Interpretation: 
This helps evaluate the workforce cost per order.
Direction: Maximize
15
New account cycle time
Sales people often have timelines to evaluate a new prospect, gather data and submit the information to the Credit Analyst to open an account.
KPI: Establish the KPI required to evaluate an account (taking into consideration relevant escalations to higher management for large account approval). All New Account data is submitted online (using either simple email) or more easily, Sharepoint, and approval is confirmed by the Credit Analyst within the specified time frame.
Catch – this is a jointly accountable KPI between the credit department and the sales department. This requires the sales department to keep pushing for approval, as well as providing additional information if necessary.
[courtesy: Initial idea from Steven Bragg Newsletter].
Formula: 
Average time to approve new account divided by benchmark target
16
Total cost of customer acquisition
Total cost of customer acquisition within measurement period.
Unit type: Money
17
Answering %
Number of sales calls answered / total number of sales calls offered
Unit type: Percentage 
Direction: Maximize
18
Hitrate
Products sold compared to total sales calls.
Unit type: Percentage 
Direction: Maximize
19
Sales to-date
Sum of sales generated to date for measurement period such as sales year-to-date (YTD).
Unit type: Money
20
% of neglected opportunities
Percentage of opportunities that were neglected i.e. where no follow-up and/or contact has been made for a certain period.
Unit type: Percentage 
Direction: Minimize
21
Average new appointments generated per sales rep
Average number of new appointments generated per sales representative.
Unit type: Number 
Direction: Maximize
22
% of sales reps at or above sales quota
Percentage of sales representatives at or above sales quota.
Unit type: Percentage 
Direction: Maximize
23
Average new-hire Ramp-to-Quota
Average time it takes for a new sales hire to ramp-up to reach the set sales quota.
Unit type: Time 
Direction: Minimize
24
Conversation-to-appointment ratio
How many times you ask for the business appointment versus how many times you achieve it.
Unit type: Ratio 
Direction: Maximize
25
Average customer recency
Recency is defined by the number of days or weeks since the customer has performed the action (purchase, visit, etc.) you are profiling.
Interpretation: 
The more recently a customer has engaged in an action, the more likely they are to repeat the action, especially when encouraged to repeat by some kind of promotional effort.
Unit type: Time
26
Involuntary customer churn
Involuntary churn occurs due to circumstances such as a customer’s relocation to a long-term care facility, death, or the relocation to a distant location.
27
Voluntary customer churn
Voluntary churn occurs due to a decision by the customer to switch to another company or service provider.
28
Average discount margin monetary value of items sold
Average discount margin monetary value of items sold in measurement period.
29
Market share %
Percentage of sales relative to the size of the market.
Unit type: Percentage 
Direction: Maximize
30
Market share gain comparison %
Comparison of business’ rate of sale in a specific market vs. the growth trend for that market.
Unit type: Percentage 
Direction: Maximize
31
Number of sales leads to be generated to achieve revenue goal
Number of sales leads to be generated within measurement period to achieve revenue goal of the measurement period.
Interpretation: 
In order to create revenue X, Y new customers need to be acquired, and therefore Z new sales leads need to be generated since there is a ratio for converting leads into actual customers.
Unit type: Number
32
Average lifetime value of customers
Average lifetime value of customers.
Wikipedia on customer lifetime value
Unit type: Money 
Direction: Maximize
wiki article was good, but the link was bad.
Here is the good link:
33
% of returning customers
Percentage of returning customers within measurement period
Unit type: Percentage 
Direction: Maximize
34
% of new customers
Percentage of new customers within measurement period.
Unit type: Percentage 
Direction: Maximize
35
Number of telephone sales made
Number of telephone sales made
36
Average number of items per purchase
Average number of items per purchase
37
Average sales revenue per sales person
Average sales revenue per sales person, for revenue generated/booked in measurement period (for example month or quarter).
Unit type: Money 
Direction: Maximize
38
% of repeat business turnover
The value of repeat business expressed as a percentage of turnover.
Unit type: Percentage 
Direction: Maximize
39
Average Product Price (APP)
Average sales price of items sold within measurement period.
Formula: 
Total turnover per day / total number of products sold per day
Unit type: Money
40
Average discount margin % of items sold
Average discount margin percentage of items sold within measurement period.
Unit type: Percentage 
Direction: Minimize
41
Number of deals in the sales pipeline
Number of deals in the sales pipeline.
Direction: Maximize
42
Weighted sum of deal size in sales pipeline
Sum of the deal size in money of deals in the sales pipeline. The deal size is normally defined by: projected size of the deal x chance of winning the deal.
Unit type: Money 
Direction: Maximize
43
Opportunity success rate
The opportunity success rate provides information about won and lost opportunities.
Interpretation: 
The KPI helps the user to assess the sales performance and identify where the company is having difficulty generating sales.
Unit type: Percentage 
Direction: Maximize
44
% of sales lost
The number (or percentage) of sales lost, broken down by reasons, which can include loss to a competitor, loss of customer funding, and many other reasons.
Unit type: Percentage 
Direction: Minimize
45
Average order size
The average amount spent by a customer per order. Many companies have goals of increasing average order size through marketing.
Unit type: Money 
Direction: Maximize
46
Average customer acquisitions costs
Average costs for acquiring a new customer.
Unit type: Money