Sales is the beating heart of every commercial company. But how do you know if your sales machine is running efficiently? And where do you best optimize when the results are disappointing? Answer: with clear KPIs. In this article, you'll discover 10 indispensable KPI examples for sales and how to use them for better control and profitability.
What are sales KPIs?
Sales KPIs are measurable indicators that map the performance of your sales team, process, and results. They help you to:
- Evaluate results objectively
- Noticing trends early
- Optimizing sales activities
- Comparing sellers fairly
- Providing targeted coaching
Good KPIs aren't just numbers, they're indicators. They tell you where to make adjustments, where opportunities lie and when to intervene.
1. Sales growth
Why measure?
Revenue growth is a core KPI. He shows whether your sales approach is successful in the long term.
How to calculate?
(Total sales period X — Total sales period Y)/Total sales period Y × 100
Tip: Compare sales growth by customer segment or region to discover hidden growth opportunities.
2. Lead to customer conversion rate
Why measure?
This KPI shows how well your sales process works. If you have many leads but few customers, the problem lies in your follow-up or qualification.
How to calculate?
Number of customers/Number of leads × 100
Use:
- By channel (e.g. inbound vs. outbound)
- By seller
- By product type
3. Average order value
Why measure?
Shows how much a customer spends on average. Helps with pricing strategies, upsell actions and target setting.
How to calculate?
Total turnover/Number of orders
Action tip: Train your team in consultative selling to systematically increase that value.
4. Sales cycle length
Why measure?
The shorter the sales cycle, the faster you get sales. A long cycle requires more resources and increases the risk of dropping out.
How to calculate?
Average number of days between first contact and deal
Analyze by:
- Seller Type
- Customer type
- Product or service
5. Win rate
Why measure?
Shows the percentage of closed deals compared to all opportunities. Essential for evaluating commercial strength.
How to calculate?
Number of deals won/Total opportunities × 100
Use as a benchmark:
An increasing win rate = stronger proposition or better customer focus.
6. Upsell and cross-sell ratio
Why measure?
Getting existing customers to buy more is cheaper than bringing in new ones.
Examples:
- Percentage of customers who switch to a more expensive package
- Number of additional products sold per customer
Action: Analyze this at the customer level and set up targeted commercial actions.
7. Forecast accuracy
Why measure?
How well does your team predict its own sales results? Bad guesses lead to wrong investments.
How to calculate?
(Predicted turnover — actual turnover)/actual turnover × 100
Please note: Accuracy is not an end in itself, but a measure of engagement and insight.
8. Customer Acquisition Cost (CAC)
Why measure?
Shows how much you need to invest to win a new customer.
How to calculate?
(Total sales + marketing costs)/Number of new customers
Combine with CLV:
Compare with Customer Lifetime Value to measure profitability.
9. Activities per seller
Why measure?
Number of calls, emails, appointments or demos per week. Provides insight into work rhythm and output.
Please note:
More activities ≠ more deals. Combine this KPI with conversion rates for context.
10. Churn with existing customers
Why measure?
In B2B sales, customer retention is crucial. Churn (customer loss) can indicate poor follow-up or promises that are not being fulfilled.
How to calculate?
Number of lost customers/Total customers × 100
Pro tip: Combine with feedback or NPS scores to identify causes.
KPIs per sales role
Not every KPI is equally relevant to every team member. An overview:
Inside sales: Number of contacts, appointments, MQL conversion
Account Manager: Sales growth, upsell ratio, customer retention
Sales manager: Target realization, team conversion, forecast
How to visualize sales KPIs?
Use dashboards to make KPIs clear and visual. Tools like InsightData help you to:
- Filterable by seller, product, region
- Visually juxtaposing targets with achievements
- Quickly spot trends and anomalies
Examples of visuals:
- Funnel diagram (lead > customer)
- Line graph with revenue trends
- Columns per team member vs. target
Common mistakes in sales KPIs
- Only measure turnover without analyzing the cause
- Using KPIs without follow-up
- Setting targets without support
- Using too many or overlapping KPIs at the same time
Solution:
Limit yourself to 5 to 7 core KPIs, evaluate them monthly, and let them live in your sales meetings.
Summary: What KPIs for your team?
Every sales organization is different. A scale-up with inside sales focuses on leads and conversion. An SME with key accounts is more likely to look at upsell and retention. So choose KPIs that:
- Be strategically relevant
- Be measurable and influenceable
- Generate action
Ready to implement Sales KPIs?
Read more:
Sales performance is related to HR KPIs such as retention, incentives, and training effectiveness.