KPIs for Sales Teams: 14 Key Metrics to Grow Your Business in 2025

Is your sales team underperforming?

Or maybe you don’t even have a clear picture of how they’re doing?

You need KPIs: Key Performance Indicators.

KPIs are metrics that allow you to track your sales team’s progress. And what gets measures, gets improved.

Problem is: modern technology allows you to monitor an overwhelming number of metrics. How do you ensure you’re focusing on the right ones?

After reading this post, you’ll know the 14 most important KPIs that sales teams should prioritize in 2025.

Once you understand these KPIs, it will give you the insights you need to finetune your sales approach and steer your team towards success.

Not All KPIs Are Equal

Yes, KPIs are essential for guiding a sales towards success.

However, that doesn’t mean more KPIs is better.

Having many KPIs on a dashboard can look impressive, but many of those metrics may not add much value.

Drowning in KPIs may seem innocent enough, but the research consistently shows that sales teams suffer from "analysis paralysis" when presented with too many metrics. And paralyzed sales teams don’t get far.

The Importance of revenue-driving metrics

A business exists to make money. As such, revenue-related KPIs are the most important metrics to track.

Unfortunately, many sales teams end up tracking a wide array of KPIs. Activity metrics, for example have their place, but they don’t tell you if your business is growing.

💡Yahoo’s KPI Blunder

In the 2012-2017 period, Yahoo prioritized page views and click-through rates. These KPIs, though not without value, encouraged the creation of click-bait articles. While these articles seemed to be successful on a superficial level, they eroded user trust and alienated Yahoo’s main audience.

KPI Frameworks That Focus on Revenue

Once you have you eyes set on the right metrics, it’s time to organize them in way that helps increase your sales team’s performance.

That’s why you need a framework.

Because without structure, the best metrics could become mere noise.

A KPI framework isn’t just about tracking metrics. Instead, it helps you interpret the data and adjust your sales strategy.

We’ll now give you two proven frameworks, that’ll give you the clarity you need.

The 3-part sales KPI Framework

This framework categorizes KPIs into three categories. The cool thing about this framework is that each category aims to answer a question about how your team is doing.

Here are the categories of the 3-part sales KPI framework:

The Sales-Stage Framework

Another way of looking to KPIs is through the sales funnel lens.

That means we categorize the KPIs by top, middle, or bottom of funnel.

Here’s what metrics go into each stage of the funnel:

1. Sales Growth

Want to know if your sales efforts are working?

The Sales Growth KPI is where you can find the most direct answer. This metric is the foundation of KPI tracking.

Sales Growth shows how your team has been able to generate revenue throughout the years, quarters, and months. It’s the opposite of vanity metrics.

Is your revenue increasing consistently?

Your sales team, processes, and strategy must be working.

How to track it

You’ll want measure sales growth over two different time frames

• YoY (Year over year) for detecting long-term trends

• QoQ (Quarter-over-quarter) for evaluating short-term initiatives

Formula for calculating sales growth:

Sales Growth (%) = [(Current – Previous) / Previous] x 100

Make sure to calculate separately for rep, region, and products to zoom in more closely.

How RogerRoger helps you increase sales growth

1. All messages in one inbox: Capture leads from LinkedIn, Whatsapp, and email in one unified inbox. If you’ve had conversation slip through the cracks, RogerRoger ends that pain.

2. Visual Kanban Pipeline: Allows you to convert messages into tasks or deals, all neatly displayed on a Kanban board. Stalled deals stand out so you can deal with them. If no action happens after a message or lead goes quiet, RogerRoger creates follow-up tasks and reminders automatically.

3. CRM links messages and contacts: Each interaction gets automatically linked to the right contact or deal. This helps to speed up follow-through and leads to faster and more context-informed deals.

4. Analytics dashboard guiding your next decisions: Track pipeline activity and team performance. Let’s you see where the lagging stages or reps are, meaning coaching becomes easier and clearer.

2. Sales Target Achievement

Sales Target Achievement is the KPI that shows if your teams are hitting the revenue-driving goals.

If you’re consistently hitting your targets, it keeps morale high and indicates that you’re following a good strategy.

On the other hand, if you’re consistently failing them, it means something deeper needs fixing.

For effectively tracking sales target achievement, you must measure the percentage of quota attained by both individuals and teams for each month or quarter.

You’ll want to use both absolute and relative numbers like revenue closed and percent of goal achieved.

With RogerRoger, it’s easier to align daily sales activities with long-term targets. You can easily check (real-time) progress for pipelines and reps. When teams can see exactly how close they are to their goals, it makes it more likely that they hit their numbers.

3. Conversion Rate

Conversion Rate tells you how well you turn prospects into customers.

It allows you to measure sales efficiency and boost revenue without needing to find more leads.

As an added bonus: it’s easy to calculate. Just divide the number of closed deals by the total number of leads or opportunities for a given period.

Even better: if you track conversation rate by sales stage or lead source, you’ll know where prospects drop off and where your sales funnel is weak.

It’s all about identifying friction points.

And these points could be anywhere from your messaging and demo quality to follow-up timing.

Tools like RogerRoger give you detailed insights into each interaction and stage. This is valuable because it allows reps to tailor their approach, resulting in them engaging prospects more effectively and close deals faster.

4. Average Deal Size

Need to know how much revenue on average each closed deal generates?

Average Deal Size is your friend.

It’s an essential metric for setting quotas, forecasting, and understanding the true impact of your sales efforts.

Here’s another reason why average deal size is important:

Let’s say your sales team is closing a lot of small deals. They may look busy. They may look successful.

But without knowing the ADS, you could be missing revenue shortfalls.

To calculate ADS, you just divide the total revenue by the number of closed deals over a period.

ADS is great for spotting trends. Are your deal values rising over time, or they declining? Do certain reps bring in larger deals than others?

To increase ADS you can upsell products or services, bundle them, or simply focus on higher-value customers or leads.

💡How Clyck Boosted Deal Size by 25

Clyck, a med-tech consulting firm, boosted the Average Deal Size of a client by 25% through smart bundling. They combined medical devices with essential maintenance services. This boosted the increased perceived value and led to larger purchases. In short, they added more revenue per deal without adding volume.

RogerRoger gives teams visibility into customer communication history, deal context, and conversation threads. This allows for more informed sales conversations and, ultimately, stronger pitches that could lead to a higher Average Deal Size.

5. Sales Cycle Length

Sales Cycle Length is the time it takes for a lead to move from the first contact to a closed deal.

This metric affects everything else like revenue forecasting to resource planning and overall sales velocity.

The shorter the cycle, the greater the efficiency, and most importantly, you generate revenue faster, too.

A longer cycle can signal that there’s work to do. Work on fixing the misalignment or inefficiencies of your sales process.

When you understand your average Sales Cycle Length, you’re much more likely to spot where deals get stuck.

Perhaps reps spend too much time nurturing unqualified leads? Or contracts don’t get arranged fast enough?

The best way to find out is by tracking stage-by-stage progression. That’s where RogerRoger comes in. It offers real-time insights into:

• How long it takes for deals to pass to the next stage

• Which reps are closing faster

• Where does the process get stuck?

One of the best ways to shorten sales cycle is by focusing on lead qualification and removing unnecessary steps from the sales process.

6. Lead Response Time

When it comes to responding to leads, speed matters more than ever.

The Lead Response Time tells you how quickly our team follows up with a lead after they enter the pipeline.

Looks like a small detail? It’s not. I can make or break a deal. A Harvard study suggest responding to within an hour makes you seven times more likely to qualify a lead than waiting for a few hours.

Prospects look for professionalism and reliability when choosing a partner. Delays create doubt, and give your competitors a chance, reducing the chance for conversion.

To improve Lead Response Time, we have to turn to automation and accountability.

RogerRoger makes this easier by tracking LRT across reps, channels and lead sources. It can even trigger alerts for when follow-up times are decreasing.

Every minute counts. Tighten your lead response and you’ll increase your chances of winning deals.

7. Customer Acquisition Cost (CAC)

Customer Acquisition Cost tells you how much you’re spending to acquire each new customer.

And yes, that includes everything from marketing spend to sales rep salaries and tools.

A high CAC is a risk to your margins, especially if your churn is high. That’s why this metric if often compared to Customer Lifetime Value (see next section).

Is your CAC growing faster than your CLV? Alarms bells should start ringing!

Start to align sales and marketing around more qualified leads and prioritize channels that deliver the highest converting opportunities.

8. Customer Lifetime Value (CLV)

Customer Lifetime Value measures the revenue a customer brings in throughout their relationship.

A high CLV makes each new deal contribute more revenue over time. It means each new deal has high long-term value. You’ll know you spend a bit more to get new customers.

But when it’s low, you cannot spend much resources on acquiring a customer.

Either way, it’s imperative you know what your CLV is, because it will tell you how you can spend your sales and marketing budget wisely.

💡How CLV Fueled Dropbox’s Growth

Dropbox let CLV insights shape its famous referral program, giving extra storage to new and current users. The fruits of this program? 3,900% user growth and a staggering 2.8 million referrals… in one month! The best part was the referred users proved to be 16% more valuable over time. Moral of the story? CLV guides both retention and rapid growth.

9. Activity Metrics

Activity metrics like the number of calls, meetings, and emails are not directly related to revenue generation.

However, they do give an important part of the picture. These metrics tell you how much effort your team is putting into the sales process.

Of course, it’s not just about the number of the activities your reps have engaged in. But it can tell you how hard your team is working.

Focusing on productive activities such as meetings that lead to closed deals can help ensure that these efforts are aligned with revenue generations

RogerRoger allows for real-time tracking of these activities. You’ll know exactly which ones are getting you results and which ones you need to improve. Armed with this knowledge, sales teams can adjust their strategy and focus on what moves the needle.

10. Win rate

One of the most crucial metrics in sales, Win Rate, gives you the percentage of deals closed compared to the total number of opportunities.

Got 100 opportunities and closed 30 deals? Your win rate is 30%.

To improve your win rate, you need a deep understanding of what influences success.

Perhaps your sales pitch sucks, you’re targeting the wrong prospects, or you have to optimize your follow-up strategies.

Don’t forget to analyze your lost deals as it allows you to gain insights about objections of gaps in your sales process.

With RogerRoger you can track and benchmark win rates across different stages of the sales proces. It can help you find patterns in won deals so your team can copy these successful tactics and increase their conversion rate.

11. Pipeline Value

Pipeline Value tells you how much revenue you could generate from the active opportunities in your sales pipeline.

It’s the total estimated value of all the deals currently in your sales pipeline based on the stage they’re in and the likelihood of closing those deals.

Pipeline Value helps you forecast revenue and prioritize high-value opportunities.

So how do you calculate it? You multiply each deal’s estimated value by its probability of closing.

To manage pipeline value you must monitor and adjust your pipeline consistently.

It’s not just about a high total value. It must also be balanced across the various stages of the sales process. That’s because some opportunities are more likely to close in the near future than others.

12. Sales Per Rep

If you want to know how each individual rep is performing, Sales Per Rep is critical.

It measures the total revenue or deals closed by each rep over a given period.

Needless to say, it will give insights into the effectiveness of individual reps and helps you indentify top performers and those who need more training.

Calculating Sales Per Rep is not hard. You divide the total sales or closed deals by the number of reps over a specific period. If the whole together closes $600,000 in deals, and there are 10 reps on the team, the Sales Per Rep would be $60,000.

You can then take this metric and benchmark performance, come up with accurate compensation plans, and find ways to improve performance.

💡How HubSpot Increased Sales Per Rep

In 2015, HubSpot needed to scale its sales team. Using their own tools and some integrations, each rep got their own personalized dashboards. They started focusing on high-priority leads and sales coaching. They also used automation tools to streamline tasks. The result? A 30% increase in sales per rep.

13. Customer Retention Rate

When it comes to growing your sales, keeping customers is just as important as acquiring them. Customer retention rate is a measure of how successful you are at maintaining long-term relationships with clients, which directly impacts your bottom line. After all, loyal customers often generate repeat sales and act as advocates for your business.

But why should you focus on retention? Well, it costs less to retain a customer than it does to bring in a new one. By nurturing existing relationships, you can boost profitability and drive sustainable growth. Plus, understanding retention helps you refine your sales strategies to better align with your clients’ needs.

Tracking customer retention doesn’t have to be complex. Here’s how to do it effectively:

• Formula: Retention Rate = [(End period customers – New customers during period) / Customers at the start of the period] × 100

• Timeframes: Calculate it monthly or quarterly, depending on your sales cycles.

As you track this metric, ask yourself: Are your current strategies nurturing your customer base? Can you offer additional value to increase retention? Being proactive in these areas will help you reduce churn and keep your customers happy.

💡Plugging Revenue Leaks

Sweet Fish Media, a B2B podcasting agency, discovered they were losing 15% of their recurring revenue every month to customer attrition. The leadership team recognized this as having "a big hole at the bottom of their bucket."

They implemented a churn prevention strategy with a clear goal to reduce churn from 15% to less than 5% by the end of the year. Their approach included quarterly podcast reviews, enabling account managers to consult customers on best practices and review client success.

Results: Within 6 months, they dropped churn by more than 10% and, in less than 12 months, reduced it to just 3%.

14. Social Selling KPIs

Social selling is quickly becoming a must-have in the sales world.

It’s not just about generating leads through traditional means but leveraging social media platforms to build meaningful relationships with prospects and clients. Social selling KPIs measure how well your team uses these platforms to engage, build trust, and convert.

At its core, social selling is about building a rapport before you even pitch a product or service. It’s about creating content that resonates and interacting in ways that establish credibility. To effectively track your social selling efforts, pay attention to these KPIs:

• Messages Sent & Received: How many conversations are you initiating and engaging in?

• DM-to-Meeting Conversion Rate: How often do your conversations lead to real business meetings?

• Response Time: Speed matters. How fast are your sales reps responding to inquiries?

By consistently tracking these metrics, you can fine-tune your approach and ensure that your team is making the most of their online presence. Social selling isn’t just a trend. It’s the future of sales.

Ending Note: Avoid Misleading Metrics

We’ve all been there: racking up calls, sending countless emails, and checking off tasks, feeling like we're being productive.

But if we’re honest, some of those metrics don’t always tell the whole story. Sure, they look great on a dashboard, but they don’t always translate into real sales.

That’s why it’s important to focus on KPIs that truly matter, ones that directly impact your business growth. Think Sales Growth, Conversion Rates, and Customer Retention. These are the metrics that move the needle, not just the ones that fill up a report.

Let’s face it: it’s not about how much activity you have, it’s about the results you get from that activity.

By zeroing in on the right KPIs, you’ll not only avoid wasting time on irrelevant metrics but also set your team up for real, meaningful success.

Conclusion

Sales today can feel like juggling multiple balls: emails, LinkedIn messages, WhatsApp chats, and countless other tasks.

It’s easy for things to slip through the cracks. But here’s the good news: you don’t have to manage everything on your own.

The right KPIs, like Sales Growth, Conversion Rates, and Customer Retention, will give you the clarity you need to keep your team on track. These are the metrics that matter. They’re the ones that show you whether your sales efforts are truly paying off.

But let’s be real: tracking these metrics manually across different tools? It’s exhausting.

That’s where RogerRoger comes in

Imagine a world where you don’t need to switch between tabs, lose track of important messages, or scramble for updates on your deals.

With RogerRoger, everything you need, LinkedIn, email, and WhatsApp, is in one place. It’s simple, seamless, and designed to help you close more deals with less hassle.

You get an intuitive CRM, a visual Kanban board to track deals, and smart reminders that ensure nothing slips through the cracks.

It’s like having an extra pair of hands so your team can stay focused on what truly matters: closing deals and hitting targets.

Ready to make your sales process smoother and more effective? Sign up for a free RogerRoger trial and see how we can help you take your sales game to the next level.

Try it today. Your team deserves a tool that works as hard as they do.