In sales, what gets measured gets managed – and what gets managed gets improved. Although performance is not just the targets you hit or exceed at the end of the quarter. It also involves asking questions like, “How did we achieve those numbers?”, “What are the individual contributions?”, and “Is the process smooth or does it require revamping?”

Without clear sales performance metrics to measure success, working on assumptions and guesswork will not make the cut.

To have more visibility into what is working out, where potential gaps exist, and how to coach your team, we have unpacked the top 13 sales performance metrics for you. You will also learn about how to measure these and make improvements. Let’s get reading!

What are sales performance metrics?

These measures range from tracking calls that are made to win rate to churn rate.

While these are broader opportunities, below is a complete list of why sales performance management is crucial.

What is the importance of sales performance metrics?

1. Drives data-backed decision-making
2. Enables accurate forecasting
3. Strategy adjustments can be made to maintain sales pipeline health
4. Provides more visibility into rep productivity
5. Improves accountability across the sales team
6. Supports performance-based coaching and training
7. Reveals trends and patterns for long-term growth
8. Boosts motivation through measurable goals and achievements.

What are the key sales performance metrics?

📊 Activity Metrics

📞 Number of calls made

This is an activity-based metric by which we can track the volume of outbound calls a sales rep makes and with what frequency.

It shows the effort and productivity levels of sales reps in creating a pipeline.

💵 Sales revenue

Sales revenue is the total money generated by selling by the sales reps. This can take different courses, like one-time purchases, subscriptions, and recurring payments.

It indicates individual productivity, whether the sales process is optimized, and if strategies are updated and in place.

To drill deeper, sales managers often track sales per rep, which refers to the sales made by a single salesperson to reach their quota. If they’re falling short, it’s not the end – dive into what’s going wrong, provide hands-on training, simulate real scenarios with role-plays, and keep tracking their progress to figure out what’s clicking and what’s not.

Revenue data can also be segmented by territory, product, and even per user to get in-depth reports and allocate resources accordingly.

💎 Monthly recurring revenue (MRR)

MRR is the revenue your business generates every month via subscriptions.

This metric is crucial, especially for SaaS businesses. If you’re a sales senior, you can track revenue growth from new sales, reflect on your up-selling & cross-selling success, check retention & churn impact and plan future forecasting to set realistic targets.

Higher MRR = Efficient sales performance

📈 Conversion & Performance Metrics

✅ Number of qualified leads

Who is a qualified lead? Someone who has shown interest in your offering, has the need for it and holds buying potential.

Leads are generally divided into two categories: Marketing Qualified Leads (MQL) and Sales Qualified Leads (SQL).

This metric shows how many new leads have entered into the pipeline through outreach efforts via calls, emails, and LinkedIn invites.

💼 Average deal size

Refers to the average revenue earned with each closed deal. This is indicative of the quality of leads we are attracting and how many high-value opportunities we are focusing on.

How to calculate average deal size?

A greater figure indicates that your team is closing bigger transactions, which will increase your profit and income. A small average transaction size, however, might suggest that a new pricing plan or a more refined training strategy is required.

🤑 Quota attainment

It is the set target number that sales reps or your team meet or exceed. Generally, this is measured monthly, quarterly or yearly.

Quota attainment is an important metric to identify top performers and retrain those who require coaching.

You can also use this information in sales forecasting and setting targets for the next quota.

🔄 Sales cycle length

Sales cycle length measures the time taken to move prospects through the funnel and finally convert them into a buyer. 

Based on the industry, these timelines can vary. The B2B cycle (a few weeks to months) is much longer than a B2C (minutes up to a few days). 

In the case of B2C, if your team is able to shorten the sales cycle, it shows their ability to spark buyer readiness and sales process efficiency. On the contrary, a prolonged B2C timeline suggests the need to fine-tune existing strategies.

🆙 Conversion rate/closed deals

A conversion rate refers to successfully closed deals by engaging the prospect throughout the sales funnel.

A greater conversion rate implies that the team follows an effective lead qualification technique, whereas a low figure shows a competence gap or the need to redesign prospecting.

📈 Revenue growth

It signifies the increase in the revenue a business generates over a specific time period.

When your team is constantly acquiring new customers, retaining existing ones, and performing exceptionally with cross- and up-selling, this number increases, all pointing toward the team and each rep’s performance in implementing the right strategies at the right time.

🔄 Customer value & retention metrics

⏳ Customer lifetime value (CLV)

CLV measures how much time a customer will spend with your business and the revenue they will generate throughout the relationship.

A satisfied client is more likely to buy from you again, which means more revenue. However, if they don’t return, it is a sign your team needs to focus on building stronger relationships.

🧲 Customer retention

Customer retention is an important sales performance metric, not only in monetary terms but also in strong customer relationships.

It signals a long term value your team has built, contributing to recurring revenue.

If one sales rep consistently closes clients who churn within 3 months, while another rep’s clients renew and expand, retention helps spotlight the better long-term performer, even if their initial sales numbers are similar.

🏃 Churn rate

Churn refers to the number of customers who discontinue their relationship with your business.

It helps measure how honest, ethical, and strategic the sales process is.

How to calculate churn rate?

Early churn means your sales teams are bringing in the wrong customers who don’t quite benefit from your product.

A low churn rate shows that a rep set realistic expectations, clearly communicated value, and sold it to the right customers.

It’s a great way to adjust your target customers, refine messaging, or improve your lead qualification for future performance.

How to measure sales performance?

⚙️ Use of CRM tools and analytics platforms 

Our Superleap CRM can track sales calls, meetings scheduled, and deal progress. Using this data, the sales performance of individual reps as well as the team can be identified.

Factors like which deal is moving faster, who is closing high-value clients, and what region is responding better can be beneficial to reward top performers.

On the other hand, noting the deals that are slowing in the pipeline, identifying bottlenecks can be used to train the rep involved with that opportunity.

🕒 Frequency of measurement (daily, weekly, monthly).

To keep things consistent, reviewing metrics often is important.

• Daily: Activity tracking (calls made, meetings booked)
• Weekly: Pipeline reviews, deal progression, forecast updates
• Monthly/Quarterly: Quota attainment, win rates, average deal size, rep performance evaluations

Although the core principle of sales performance metrics remains the same, what you measure and how you do it vary across different business models.

🤓 Set SMART goals

To evaluate performance objectively, management should define clear, measurable goals tied to key metrics. Use the SMART framework:

🎯 Establish benchmarks and targets for each metric

Setting internal benchmarks using historical data and comparing them against industry standards to assess sales performance is good practice.

You can clearly segment the top performers who are closing high Annual Contract Value (ACV) deals from those whose win percentage is dropping.

🆚 Analyze individual vs. team performance

As a sales leader, you need to zoom out. Look at the bigger picture. If your revenue is significantly increasing, look into how each rep is contributing to the achieved number.

If only a handful are performing, enough to shadow the rest, you might end up at a crossroads when your star seller leaves.

It is important that all team members hit their quota and work on skill gaps.

🤖 Automate reporting for consistency

Generating manual reports can lead to human errors and delays. Also, everyone should work from a single source of truth and not cherry-picked data.

It is best that you automate dashboards that can extract data from your CRM and update in real time. These can include:

• Pipeline health report
• Forecast accuracy vs actual results
• A rep leaderboard with all metrics

Differences between E-Commerce Sales vs. Enterprise Software Sales

Remember: The recommendations might not be equally applicable to a small sales team vs a large enterprise sales organization. It is also important to keep in mind the changing market conditions.

What are some tools to track sales performance?

Sales performance dashboards which can be integrated to a CRM

They can centralize key metrics like win rates, deal velocity, pipeline value, and individual rep performance in real-time, which can help managers make quick decisions.

Customer relationship management (CRM) like Superleap 

It can be used for pipeline management, forecasting, tracking calls, messages, and prospect interactions – reps and managers get a clear view of deal progress.

LinkedIn sales navigator

Excellent to find, research and hunt down the right prospects while tracking outreach performance and engagement metrics to refine prospecting strategies.

Sales analytics and intelligence platforms like Gong 

They provide insight into sales interactions that leaders can use to improve performance inefficiencies.

How to improve sales performance?

📌 Rep level tactics

• Provide regular training and upskilling for reps
• Regularly review recorded sales calls or pipeline deals to identify missed opportunities and discuss what could have been done differently.
• You can hold short, focused training bursts (5–10 minutes) on specific topics like objection handling or how to qualify a lead using BANT/MEDDIC frameworks.
• Foster a feedback-driven sales culture
• Align incentives and compensation with performance
• Implement regular performance reviews and 1:1 coaching sessions.

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📌 Process level improvements

• Use data insights to refine sales strategies
• Improve lead qualification processes
• Invest in sales enablement tools and automation
• Identify bottlenecks in the funnel
• Leverage AI tools to enhance productivity and insights (e.g., lead scoring, forecasting, email optimization)