Sales KPIs: 20 Examples With Formulas and How to Track Them

Sales KPIs are the handful of numbers a sales team watches to know whether it is on course to hit its targets. Good sales KPIs tell you what to fix this week, such as slow replies, missed follow-ups or quotes that never close, before the month ends and the revenue is already lost.

This guide explains the meaning of KPI in sales, gives you 20 sales KPI examples with simple formulas, shows how to pick the few that fit your business and how to review them each week. It also covers how to track sales KPIs in a CRM instead of a spreadsheet.

What Are Sales KPIs? (KPI Meaning in Sales)

KPI stands for key performance indicator. In sales, a KPI is a measurable number that shows how well you are doing against a specific goal. "We want more revenue" is a goal. "Contact 90% of new leads within one hour" is a goal you can measure, and the percentage you hit is the KPI.

KPIs and metrics are not the same thing. A metric is any number you can count, such as calls made today. A KPI is a metric you picked on purpose because it moves a result you care about, and it has a target and an owner.

Leading vs lagging KPIs

If you track only lagging KPIs, you find out about a problem after the money is gone. Pair each result with one or two leading numbers that drive it.

20 Sales KPIs Every Team Should Know

Here are 20 sales KPI examples in five groups, each with a formula. You do not need all of them. Use the tables to shortlist the ones that match your sales process.

Lead handling KPIs

Activity KPIs

Pipeline KPIs

Revenue KPIs

Customer KPIs

For the funnel stages behind KPIs 9, 13 and 14, see our guide to sales funnel management.

Sales KPIs Worked Example

Here is a month of sample numbers for a small team, to show how the formulas fit together. These are illustrative figures, not benchmarks.

What do these KPIs say? One in five leads was never contacted, and the win rate gives you a baseline to improve. The cheapest way to reach the target is probably to contact the missing 80 leads, not to buy more of them.

Weighted pipeline in one example

Suppose you have three open deals. Weighted pipeline multiplies each deal by the win probability of its stage.

The open pipeline looks like ₹3.5 lakh, but a realistic forecast is closer to ₹1.3 lakh. Set stage probabilities from your own history of how many deals in each stage actually close.

How much pipeline coverage do you need?

Pipeline coverage depends on your win rate. A simple way to work it out is: coverage needed = 1 ÷ win rate. If your win rate is 25%, you need open pipeline of about four times your target. If it is 50%, you need about two times. Many teams guess a multiple; your own win rate gives a better one.

How to Choose Your Sales KPIs

Start from the question "what is stopping us from selling more?" and pick the KPIs that measure that problem.

1. Pick one KPI for lead handling. For most teams this is lead-to-contact rate or lead response time.
2. Pick one or two for pipeline health. Stage conversion rate and idle deals show where deals leak or stall.
3. Pick two or three for results. Win rate, average deal size and revenue against target cover the outcome.
4. Add one customer KPI if repeat business matters, such as renewal rate.
5. Give each KPI an owner and a target. Set the target from your last three months, then raise it gradually.

KPIs by role

Sales KPIs by Industry

The same formulas apply everywhere, but each industry has a few KPIs that matter most.

A 15-Minute Weekly Review for Sales KPIs

Use the same simple routine every week, on the same day.

1. Look at lead handling (3 minutes). Lead-to-contact rate and response time. Any untouched leads? Assign them today.
2. Look at the pipeline (5 minutes). Idle deals, stage conversion and pipeline against target. Pick the three biggest deals and agree the next step for each.
3. Look at results (4 minutes). Revenue against target, win rate and the lost reasons recorded this week.
4. Pick one change (3 minutes). One fix, one owner, one date. Check it again next week.

Our guide to sales follow-up strategy helps you act on what the review finds.

How to Track Sales KPIs in a CRM

You can track KPIs in Excel, but the numbers are only as fresh as the last person who updated the sheet. A CRM records every lead, stage change and follow-up as your team works, so the KPIs update on their own. Our CRM vs Excel comparison lists the trade-offs.

In TracktCRM:

• Stage count and value. The pipeline board shows how many deals sit in each stage and what they are worth, with alerts for idle deals.
• Won, lost and open deals. Reporting and analytics filter by pipeline, stage, owner and period, so you can calculate win rate for any person or month.
• Revenue by rep. The sales dashboard shows revenue won by each rep and compares it with the previous period.
• Lost reasons. Every lost deal can carry a reason, so you see whether the problem is speed, price or follow-up.
• Lead source on every lead. Connect IndiaMART, Justdial, property portals, Google Ads lead forms and website forms, and the source is saved on each lead, so you can compare conversion by source.
• Follow-up tasks and reminders. Open and overdue tasks show whether follow-ups are happening.

Numbers that live outside the CRM, such as ad spend for cost per lead and customer acquisition cost, you add from your own records. The Free plan is for 1 user, and paid plans are priced per user. See pricing for what each plan includes.

If you are new to CRM software, start with what is CRM.

Common Sales KPI Mistakes

• Tracking too many. Twenty KPIs mean nobody acts on any of them. Start with five to seven.
• Only lagging numbers. Revenue tells you about last month. Add one or two leading KPIs that you can change this week.
• No targets or owners. A number without a target is a metric. A number without an owner is nobody's job.
• Copying someone else's benchmarks. Your price, lead quality and sales cycle are different. Use your own history.
• Measuring activity instead of results. More calls do not help if the leads were never qualified. Pair activity KPIs with conversion KPIs.
• Poor data. If stages and lost reasons are filled in carelessly, the KPIs mislead. Agree what each stage means.
• Using KPIs to blame people. Use them to find which stage needs help.