Essential Sales KPIs: What to Measure and How
If you only measure revenue, you're blind. These 10 KPIs give you real visibility on what works, what doesn't and where to invest to grow.
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A preview of the key points. Download to access the full content.
New revenue (MRR / ARR)
Monthly/annual recurring revenue. The star metric of SaaS and subscriptions.
CAC (Customer Acquisition Cost)
Marketing + sales spend ÷ new customers. Should be recoverable in <12 months.
LTV (Lifetime Value)
Expected revenue from a client ÷ their average lifespan. Target: LTV > 3× CAC.
Close rate
Won deals ÷ total deals. B2B benchmark: 20-30%. Below that, review qualification.
Pipeline velocity
Deals × average value × close rate ÷ cycle days. The speed at which money is generated.
Average sales cycle
Days from first contact to signature. Cutting it 20% = +20% team capacity.
Average deal size
Total revenue ÷ number of deals closed. If it rises, you're selling better.
Conversion rate per stage
Spots where deals are lost. If Discovery→Proposal <50%, your qualification is failing.
NPS (Net Promoter Score)
Measures satisfaction and predicts repeat business. Above 50 = excellent.
Churn rate
% of clients who cancel. 5% monthly = you lose half in a year.
💡 Companies measuring >5 sales KPIs grow 3.2x faster.
Source: Aberdeen Group 2024
💡 CAC should be recovered in under 12 months. Above that, your model doesn't scale.
Source: Bessemer Venture Partners
All your KPIs, in one dashboard
DealForge automatically calculates CAC, LTV, close rate and more. Decisions with data, not intuition.