Sales KPIs, Metrics & Benchmarks

KPIs & Metrics to Measure and Manage Sales Performance

Sales

What are Sales KPIs?

The primary focus of sales Key Performance Indicators (KPIs) and metrics is to measure the performance of new business generation alongside existing customer leads. When undertaking a sales KPI reporting project, you should be measuring data for all sales sub-processes such as lead generation and research, sales support, inside sales, and more.

Take Advantage of Sales Metrics and KPIs to Increase Revenue

The core responsibility of a sales department is to drive revenue. Fortunately, everything that a sales department does is measurable. You have access to sales KPI data for sales, inside sales, lead generation, outside sales, performance management, and more. By using structured data, successful sales departments can constantly monitor and report on these metrics to improve their bottom line.

KPI's & Data 

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Average Handle Time (AHT)

The average number of seconds required to handle a single call within the call center (includes inbound and outbound calls), including any after-call work and/or hold time that is required.

KPI Type : Productivity

Formula : (Number of Seconds Spent Handling Customer Calls / Total Number of Calls Handled)

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KPI's & Data 

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Inventory Turnover (Work-In-Process Only)

An indication of how many times a company's inventory of work-in-process (WIP) materials move to completion and are replaced over a set period of time. Can be calculated by dividing the cost...

KPI Type : Productivity

Formula : Total Cost of Goods Sold / ((Inventory Value of WIP at Start of Measurement Period + Inventory Value of WIP at End of Measurement Period) / 2)

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Tracking Sales Department Performance with 5 Example KPIs

Sales is a numbers game. Thankfully, sales KPIs offer quantitative measurements for the productivity, effectiveness, and performance of the department. And when you can measure sales, improving it becomes that much easier. Sales metrics offer valuable insight with proper measurement that helps increase sales numbers, customer service satisfaction, and leads generation.

These 5 sales KPIs can help get you on the right track:

  1. 1.Number of New Customers Acquired
  2. 2.Lead to Close Cycle Time
  3. 3.Sales Quota Attainment
  4. 4.Calls Handled per Representative
  5. 5.Leads Generated per Hour

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KPI's & Data 

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Average Handle Time (AHT)

The average number of seconds required to handle a single call within the call center (includes inbound and outbound calls), including any after-call work and/or hold time that is required.

KPI Type : Productivity

Formula : (Number of Seconds Spent Handling Customer Calls / Total Number of Calls Handled)

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KPI's & Data 

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Inventory Turnover (Work-In-Process Only)

An indication of how many times a company's inventory of work-in-process (WIP) materials move to completion and are replaced over a set period of time. Can be calculated by dividing the cost...

KPI Type : Productivity

Formula : Total Cost of Goods Sold / ((Inventory Value of WIP at Start of Measurement Period + Inventory Value of WIP at End of Measurement Period) / 2)

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KPI's & Data 

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Inventory Turnover (Raw Materials Only)

An indication of how many times a company's inventory of raw materials is used and/or sold and replaced over a set period of time. Can be calculated by dividing the cost of goods sold (COGS)...

KPI Type : Productivity

Formula : Total Cost of Goods Sold / ((Inventory Value of Raw Materials at Start of Measurement Period + Inventory Value of Raw Materials at End of Measurement Period) / 2)

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KPI's & Data 

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Labor Expense as a Percentage of COGS

The labor-related expense (wages, salaries, benefits, training etc.) incurred divided by the total cost of goods sold (COGS) incurred by the company over the same period of time, as a percen...

KPI Type : Cost

Formula : (Labor Expense Incurred / Cost of Goods Sold) * 100

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KPI's & Data 

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Inventory Turnover (Finished Goods Only)

An indication of how many times a company's inventory of finished goods is sold and replaced over a set period of time. Can be calculated by dividing the cost of goods sold (COGS) by the ave...

KPI Type : Productivity

Formula : Total Cost of Goods Sold / ((Inventory Value of Finished Goods at Start of Measurement Period + Inventory Value of Finished Goods at End of Measurement Period) / 2)

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KPI's & Data 

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SG&A Expense as a Percentage of Revenue

The sales, general and administrative-related expenses incurred divided by the total sales generated by the company over the same period of time, as a percentage. SG&A are the costs that occ...

KPI Type : Cost

Formula : (SG&A Expense Incurred / Revenue Generated) * 100

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KPI's & Data 

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Inventory Accuracy (Dollars)

The absolute difference between reported and physical inventory levels (measured in dollars), as a percentage, subtracted from 100%.

KPI Type : Quality

Formula : 1 - ((Absolute Value of Difference Between Reported Inventory and Physical Inventory / Value of Reported Inventory) * 100)

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KPI's & Data 

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Inventory Shrinkage

The total cost related to inventory shrinkage (broken, pilfered, spoiled, or stolen inventory) divided by the average dollar value of inventory on hand, as a percentage.

KPI Type : Quality

Formula : (Total Inventory Shrinkage Related Cost / Total Value of Inventory) * 100

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KPI's & Data 

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Percentage of Backorder Dollars

The total dollar value of orders delayed in shipment due to the company being out of stock divided by the total dollar value of orders placed over the same period of time, as a percentage.

KPI Type : Service

Formula : (Dollar Value of Orders Delayed in Shipment / Total Dollar Value of Orders Placed) * 100

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KPI's & Data 

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Percentage of Backorder Lines

The total number of customer order lines delayed in a shipment due to the company being out of stock divided by the total number of order lines processed over the same period of time, as a p...

KPI Type : Service

Formula : (Number of Order Lines Delayed in Shipment / Total Number of Order Lines Processed) * 100

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KPI's & Data 

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Average Speed of Answer (ASA)

The average amount of time (in seconds) a caller must wait before a Call Center representative answers the phone. This number includes the time required to initially answer the call (i.e., s...

KPI Type : Service

Formula : (Number of Seconds Customer Waits for Representative to Answer / Total Number of Calls Handled)

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KPI's & Data 

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Customer Backorder Rate

The total number of customer orders delayed (backordered) due to the company being out of stock divided by the total number of customer orders placed over the same period of time, as a perce...

KPI Type : Service

Formula : (Number of Customer Orders Delayed due to Backorder / Total Number of Customer Orders Placed) * 100

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KPI's & Data 

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Percentage of Sales Lost Due to Supply Issues

The total dollar value of sales lost due to the supplier being out of stock divided by the total dollar value of customer sales over the same period of time, as a percentage.

KPI Type : Quality

Formula : (Dollar Amount of Sales Lost Due to Supply Issues / Total Dollar Value of Sales) * 100

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KPI's & Data 

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Calls Handled per Representative

The total number of calls handled (inbound and outbound) by customer service or call center representatives divided by the total number of representatives working for the company over a cert...

KPI Type : Productivity

Formula : (Total Number of Calls Handled / Total Number of Call Center Representatives)

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KPI's & Data 

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Inventory Turnover

The number of times a company's inventory is sold and replaced over a set period of time. Can be calculated by dividing the cost of goods sold (COGS) by the average dollar value of inventory...

KPI Type : Productivity

Formula : Total Cost of Goods Sold / ((Inventory Value at Start of Measurement Period + Inventory Value at End of Measurement Period) / 2)

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KPI's & Data 

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Days Sales Outstanding (DSO)

The number of days, on average, required for a company to collect their outstanding accounts receivable balance (the amount of money owed by customers/clients) from customers. Days Sales Out...

KPI Type : Quality

Formula : (Ending Accounts Receivable Balance / (Average Amount Billed to Customers per Day))

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KPI's & Data 

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Days on Hand: Raw Materials

The total value of raw materials in the company's inventory divided by the average value of raw materials used in a single day.

KPI Type : Quality

Formula : (Total Value of Raw Materials Inventory / Average Value of Raw Materials Used per Day)

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KPI's & Data 

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Span of Control: Sales

The average number of sales representatives reporting to each manager working within the Sales function.

KPI Type : Organizational

Formula : Number of Sales Representatives / Number of Sales Managers

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KPI's & Data 

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Sales Representatives per Sales Support Employee

The number of sales representatives divided by the total number of sales support employees working for the company over the same period of time. Sales Support employees are typically respons...

KPI Type : Organizational

Formula : Number of Sales Representatives / Total Number of Sales Support Employees

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KPI's & Data 

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Days Inventory Outstanding

The total dollar value of the inventory-on-hand divided by the average cost of goods sold (COGS) per day.

KPI Type : Quality

Formula : (Total Dollar Value of Inventory / Average COGS per Day)

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KPI's & Data 

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Days on Hand: Finished Goods

The total value of finished goods in the company's inventory divided by the average cost of goods sold (COGS) in single day.

KPI Type : Quality

Formula : (Total Value of Finished Goods Inventory / Average COGS per Day)

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KPI's & Data 

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Cost of Goods Sold (COGS) as a Percentage of Revenue

The cost of goods sold (COGS) to customers divided by total dollar amount of sales generated over the same period of time. COGS typically includes material costs, production/manufacturing co...

KPI Type : Cost

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KPI's & Data 

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Sales KPI Encyclopedia

This document defines over 200 Sales Department KPIs, including metric definitions for Lead Generation & Research, Sales Support, Inside Sales and more. These KPIs are further categorized in...

Type : KPI Encyclopedia

KPI's & Data 

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Lifetime Customer Value (LTV) to Customer Acquisition Cost (CAC) Ratio

The average amount of revenue generated by a single customer relationship over a certain period of time divided by the average cost to acquire a single customer through marketing efforts; ex...

KPI Type : Quality

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KPI's & Data 

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Lead Source Breakdown: Direct Channels

The total number of qualified sales leads generated through direct marketing channels (email, phone, direct mail) divided by the total number of leads generated through all channels (direct,...

KPI Type : Quality

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KPI's & Data 

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Lead Source Breakdown: Direct Mail

The total number of qualified sales leads generated through direct mail marketing divided by the total number of leads generated through all channels (direct, traditional, digital) over the...

KPI Type : Quality

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KPI's & Data 

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Lead Source Breakdown: Email

The total number of qualified sales leads generated through email marketing divided by the total number of leads generated through all channels (direct, traditional, digital) over the same p...

KPI Type : Quality

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KPI's & Data 

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Lead Source Breakdown: Television

The total number of qualified sales leads generated through television advertising divided by the total number of leads generated through all channels (direct, traditional, digital) over the...

KPI Type : Quality

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KPI's & Data 

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Lead Source Breakdown: Syndicated Television

The total number of qualified sales leads generated through syndicated television advertising divided by the total number of leads generated through all channels (direct, traditional, digita...

KPI Type : Quality

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KPI's & Data 

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Lead Source Breakdown: Phone

The total number of qualified sales leads generated through phone-based marketing divided by the total number of leads generated through all channels (direct, traditional, digital) over the...

KPI Type : Quality

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