15 Sales KPIs You Must Track in 2025

• What are KPIs in sales?
• Why are Sales KPIs so Important?
• Sales Metrics vs Sales KPIs
• How to Choose the Right KPIs to Achieve Your Business Goals
• The Best Ways to Track Sales KPIs
• The 15 Most Important Sales KPIs

What are KPIs in Sales?

Sales KPIs measure the outcome or effectiveness of a specific selling activity against overarching goals. When it comes to KPIs, there is no one-size-fits-all solution for every company. There are hundreds of potential options depending on your business goals.

When determining which sales metrics to track, it’s essential to evaluate the top sales KPIs that most align with the outcomes you’re aiming to achieve. Focusing on the wrong metrics can misguide your sales team and set everyone up for failure.

But don’t stress — we’ve sifted through the clutter and narrowed down the Top 15 Sales KPIs for judging sales success.

Why are Sales KPIs so Important?

Sales KPIs (Key Performance Indicators) are crucial to guiding business growth. By tracking these critical metrics, sales teams gain visibility into performance trends, identify opportunities for improvement, and make data-driven decisions that directly impact revenue.

Measuring Progress and Performance

Sales KPIs provide a quantifiable way to assess progress toward revenue goals. For instance, tracking win rate (the percentage of deals closed versus total opportunities) helps sales leaders gauge the effectiveness of their team’s efforts. A Harvard Business Review study found that companies using data-driven sales strategies experience 5-6% higher productivity than their competitors.

Identifying Opportunities for Growth

Without KPIs, it’s easy to overlook growth opportunities. Lead-to-customer conversion rate, for example, helps businesses determine the effectiveness of their sales funnel. If the conversion rate is low, it may signal the need for better lead qualification or lead-gen strategies.

Enhancing Decision-Making and Strategy

Data-backed decision-making is essential for scaling sales efforts. A company tracking average deal size may discover that larger deals take longer to close, leading to a shift in sales strategies to balance quick wins with high-value opportunities. According to McKinsey, businesses that leverage sales analytics see 15-20% increases in sales productivity—a direct result of more visibility over data to make better decisions.

Real-World Example: How Tracking KPIs Drives Revenue

At Cirrus Insight, we are focused on generating as many qualified demos as possible. With Thanks to having all of our sales activity data automatically captured in Salesforce, we were able to calculate the average cost per demo. Knowing this number then allowed us to understand our ROI in different channels like email, paid social, Google Ads, and more.

Once we could evaluate how well our different channels were performing, we then made decisions to keep or cut them. This was all able to happen because our data tracking was setup properly to allow us to calculate the average cost per demo. That one KPI adjusted how we allocated our marketing spend. 

Tracking the right sales KPIs isn't just about measuring success—it’s about using data to drive smarter strategies, optimize sales and marketing processes, and ultimately, accelerate business growth.

Sales Metrics vs Sales KPIs

Selecting the right sales KPIs is like setting the GPS for your business—choose the right destination, and you’ll get there faster. The right KPIs help sales teams focus on what truly matters, whether it's closing more deals, improving efficiency, or maximizing revenue. However, not all KPIs are equal. A startup scaling its sales efforts will track different KPIs than an established enterprise optimizing profitability.

Why the Right KPIs Matter

Consider two companies:

Company A: A fast-growing SaaS startup struggling with high churn rates. By tracking Customer Lifetime Value (CLV) vs. Customer Acquisition Cost (CAC), they discover that acquisition costs are unsustainable. They shift focus to upselling and customer retention strategies, improving CLV by 30% in six months.

Company B: A well-established B2B sales firm aiming to optimize efficiency. By analyzing their Sales Cycle Length, they realize deals take too long to close. Streamlining processes helps them reduce deal closure time by 20%, leading to faster revenue growth.

Choosing the wrong KPIs can lead to wasted efforts and missed opportunities. Here’s how to identify the right ones.

Step-by-Step Guide to Selecting the Most Impactful KPIs

Step 1: Align KPIs with Business Objectives

Start with your company’s goals. Are you looking to increase revenue, improve efficiency, or expand market share? Your KPIs should directly reflect these objectives.

• Goal: Increase revenue → KPI: Win rate, quota attainment
• Goal: Improve efficiency → KPI: Sales cycle length, lead response time
• Goal: Reduce churn → KPI: Customer retention rate, net revenue retention (NRR)

Step 2: Consider Your Industry and Business Model

Different industries and sales models require different KPIs.

• B2B Sales: Focus on Customer Acquisition Cost (CAC), Lead-to-Customer Conversion Rate, and Deal Size.
• SaaS Businesses: Prioritize Monthly Recurring Revenue (MRR), Churn Rate, and Customer Lifetime Value (CLV).
• E-commerce: Track Average Order Value (AOV), Cart Abandonment Rate, and Return on Ad Spend (ROAS).

Step 3: Factor in Company Size and Growth Stage

Your company’s stage of growth impacts which KPIs matter most.

Step 4: Keep KPIs Actionable and Measurable

A good KPI should be:

• Specific – Tied to a clear goal
• Measurable – Quantifiable with real data
• Achievable – Realistic based on company resources
• Relevant – Directly impacting business success
• Time-Bound – Tracked over a defined period

For example, instead of tracking "Increase sales," a strong KPI would be: "Increase win rate from 30% to 40% in Q1 2025."

Step 5: Regularly Review and Adapt

Business conditions change, and so should your KPIs. Review them quarterly to ensure they still align with your growth strategy. If a KPI isn’t driving meaningful change, replace it with a more relevant one.

Choosing the right sales KPIs is the key to sustainable business growth. When companies track the right metrics, they can identify opportunities, optimize sales processes, and drive higher revenue. By following this step-by-step approach, you’ll ensure your KPIs aren’t just numbers on a dashboard—they’re strategic tools guiding your business toward success.

The Best Ways to Track Sales KPIs

Tracking sales KPIs isn’t just about collecting data—it’s about using insights to improve performance, optimize workflows, and drive revenue. With Cirrus Insight, sales teams can seamlessly track, analyze, and act on key sales metrics within their existing workflow, ensuring every KPI is aligned with business goals.

Below, we break down how to track KPIs and highlight how Cirrus Insight’s features support data-driven sales success.

Guide to Tracking Sales KPIs with Cirrus Insight

Step 1: Define Your Sales KPIs

Start by identifying which KPIs matter most based on your company’s goals. Whether it’s win rate, sales cycle length, quota attainment, or lead response time, ensure your sales team knows what to track and why.

Step 2: Automate Sales Data Capture

Accurate KPI tracking starts with clean data. Many sales teams struggle with incomplete CRM records due to manual data entry. Cirrus Insight automates data capture, logging emails, meetings, and customer interactions directly into Salesforce.

• Automatic email and calendar sync ensures no meeting or interaction is missed.
• Activity tracking provides a full timeline of buyer signals and customer engagement.
• AI-powered pre-meeting research helps ensure reps are always prepared to have high-value interactions that drive closed deals.

Step 3: Monitor Sales Activity in Real Time

Tracking sales KPIs requires real-time insights to identify trends and adjust strategies. With Cirrus Insight, sales managers and reps can monitor buyer activity, pipeline progression, and customer engagement all from within their inbox or CRM.

• Live pipeline visibility tracks deals in progress and highlights bottlenecks.
• Buyer signals show which prospects are interacting with emails and attachments.
• Follow-up reminders ensure that no lead falls through the cracks.

Step 4: Optimize and Adjust Based on KPI Trends

Successful sales teams don’t just track KPIs—they continuously refine their strategies. With Cirrus Insight, managers can identify performance gaps and coach reps toward improvement.

15 Most Important Sales KPIs

1. Sales Cycle Length

What It Measures: The average time it takes to move a lead through the sales pipeline from initial contact to close.

Why It Matters: A shorter sales cycle typically means higher efficiency and faster revenue generation.

Formula: Sales Cycle Length = Days to Close Deals / Total Number of Deals Closed

2. Sales Conversion Rate

What It Measures: The percentage of leads that convert into paying customers.

Why It Matters: Sales conversion rate helps gauge the effectiveness of sales efforts and the quality of marketing campaigns.

Formula: Sales Conversion Rate = (Number of Closed Deals / Total Leads) × 100

3. Customer Retention Rate (CRR)

What It Measures: The percentage of customers retained over a specific period.

Why It Matters: Retaining customers is more cost-effective than acquiring new ones, leading to sustained revenue.

Formula: CRR = ((Customers at End of Period − New Customers Acquired) / Customers at Start of Period) × 100

4. Customer Lifetime Value (CLV)

What It Measures: The total revenue a business can expect from a single customer over their relationship.

Why It Matters: Helps determine customer acquisition costs and long-term profitability.

Formula: CLV = Average Purchase Value × Purchase Frequency × Customer Lifespan

Win Rate

What It Measures: The percentage of sales opportunities that result in a closed deal.

Why It Matters: Indicates how well your sales team converts leads into customers.

Formula: Win Rate = (Deals Won / Total Sales Opportunities) × 100

6. Lead Response Time

What It Measures: The average time it takes for a sales rep to follow up with a lead.

Why It Matters: Faster response times increase the odds of converting leads into customers.

Formula: Lead Response Time = Response Times / Total Number of Leads​

7. Quota Attainment

What It Measures: The percentage of a sales rep’s quota that is achieved within a given period.

Why It Matters: Helps track individual and team performance against sales targets.

Formula: Quota Attainment = (Actual Sales / Sales Quota) ×100

8. Average Deal Size

What It Measures: The average revenue generated per closed deal.

Why It Matters: Provides insight into pricing strategies and sales performance.

Formula: Average Deal Size = Total Revenue from Deals / Number of Deals Closed

9. Monthly Recurring Revenue (MRR)

What It Measures: The predictable revenue generated each month from subscriptions.

Why It Matters: Essential for SaaS and subscription-based businesses.

Formula: MRR = Total Number of Active Subscribers × Average Revenue Per User (ARPU)

10. Net Revenue Retention (NRR)

What It Measures: The percentage of recurring revenue retained from existing customers, including upsells and expansions.

Why It Matters: Indicates customer satisfaction and long-term revenue potential.

Formula: NRR = ((Starting MRR + Expansion Revenue − Churned Revenue) / Starting MRR) × 100

11. Customer Acquisition Cost (CAC)

What It Measures: The average cost to acquire a new customer.

Why It Matters: Helps businesses assess the efficiency of their marketing campaigns and sales efforts.

Formula: CAC = Total Sales & Marketing Expenses / Number of New Customers Acquired

12. Churn Rate

What It Measures: The percentage of customers who stop doing business with a company over a given period.

Why It Matters: High churn rates indicate customer dissatisfaction and revenue loss.

Formula: Churn Rate = (Customers Lost During Period / Total Customers at Start of Period) × 100

13. Pipeline Velocity

What It Measures: The speed at which leads move through the sales pipeline.

Why It Matters: Faster pipeline velocity means quicker revenue generation.

Formula: Pipeline Velocity = (Open Deals × Win Rate × Average Deal Size) / Sales Cycle Length​

14. Lead-to-Opportunity Conversion Rate

What It Measures: The percentage of leads that turn into sales-qualified opportunities.

Why It Matters: Helps gauge lead quality and effectiveness of nurturing strategies.

Formula: Lead-to-Opportunity Conversion Rate = (Number of Opportunities Created / Total Leads) × 100

15. Proposal-to-Close Ratio

What It Measures: The percentage of proposals that result in a closed deal.

Why It Matters: Indicates the effectiveness of sales proposals and closing techniques.

Formula: Proposal-to-Close Ratio = (Closed Deals / Total Proposals Sent) × 100

Tracking these KPIs helps sales teams optimize performance, improve efficiency, and drive revenue growth. By leveraging tools like Cirrus Insight, businesses can automate KPI tracking, gain real-time insights, and make data-driven decisions that fuel success.

Final Thoughts: Measuring Sales Success Through KPIs

Work-styles may be changing, but there are still ways to keep track of your sales team’s productivity and success by tracking KPIs for sales. Above all else, thoroughly evaluating sales metrics against the set goals for your team ensures proper tracking, improved workflows, and ramped up sales productivity.

Interested in learning more about Cirrus Insight’s robust sales integration tool? Schedule a demo or start a free 14 day trial today!

Frequently Asked Questions (FAQs)

How do you choose the right sales KPIs for your business?

To select the right sales KPIs, align them with your business goals, sales strategy, and industry benchmarks. Consider factors such as your company’s growth stage, sales cycle, and revenue model. For example:

• A SaaS company might focus on Monthly Recurring Revenue (MRR) and Customer Churn Rate.
• A B2B sales team might prioritize Sales Cycle Length and Lead-to-Opportunity Conversion Rate.

How do you calculate KPIs for sales?

Sales KPIs are calculated using specific formulas based on sales data. Each KPI has a unique method of calculation. For instance:

• Sales Conversion Rate = (Closed Deals / Total Leads) × 100
• Customer Retention Rate = ((Customers at End of Period - New Customers) / Customers at Start of Period) × 100

By tracking these formulas over time, businesses can identify trends and optimize performance.

Which sales KPI is the most important?

The most important KPI depends on your business model and objectives. However, some universally crucial KPIs include:

• Revenue Growth – Directly reflects business performance.
• Sales Conversion Rate – Measures the efficiency of converting leads into customers.
• Customer Lifetime Value (CLV) – Helps determine long-term profitability.

What are the KPIs for after-sales?

After-sales KPIs measure customer satisfaction, retention, and revenue expansion. Key examples include:

• Customer Retention Rate (CRR) – Tracks how well you retain customers over time.
• Net Promoter Score (NPS) – Measures customer satisfaction and likelihood of referrals.
• Upsell & Cross-Sell Revenue – Evaluates additional revenue generated from existing customers.

What are the leading indicators of sales?

Leading indicators predict future sales success and help teams adjust strategies proactively. Key leading indicators include:

• Number of Qualified Leads – More qualified leads often mean higher conversions.
• Average Response Time to Leads – Faster follow-ups increase the likelihood of closing deals.
• Outbound Calls or Emails Sent – A strong outreach effort typically correlates with higher engagement and sales.