Sales KPIs

Here are the main KPIs for the Sales Activity.  They are part of the Sales Dashboard or Balanced Scorecard.

Please see the following table.

-> Recommended bibliography about sales KPIs

Activity Subject Calculation
Global sales Closed sales YTD (Year To Date) vs target and same period last year
Closed sales QTD (Quarter To Date) vs target and same period last year
Closed sales by country
Closed sales by month and product family
Closed sales by sales stage Sales realized through prospecting, qualification, direct customer…
Closed sales per shop, per location…
Cost premises / sales per shop, per location… Total land cost ÷ total sales
Cost Cost value evolution vs. Budget
Cost of service per customer Total cost of the service ÷ number of customers
Cost / Profit ratio Total cost of the service ÷ total profits
Salary costs / sales turnover Total wages ÷ total sales
Market share Market share of the company vs market Sales turnover of the company ÷ sales of the entire market
Relative market share Compare the sales turnover of the company with the sales turnover of biggest competitors
Customers Key accounts – Pareto 20% of the customers which represents 80% of the sales
Average sale per customer Total sales ÷ total number of customers
Total Key Accounts sales ÷ total number of Key accounts
Average profit per customer Total net profit ÷ total number of customers
New customers Number of new customers during the period
Number of new customers ÷ total number of customers
Sales from new customers ÷ total sales
Average basket size Average of sales per customer purchase
Customers loyalty Total number customers loss during the period
Total number customers loss during the period after first purchase
Customer loyalty loss Total number loyal customers loss ÷ Total number of loyal customers during the period
Customers back Total number customers buying for the second time ÷ Total number of customers during the period
Prospects Number of Prospects with no activity during the last period
Number of Prospects with activity during the last period
Number of Prospects by origin (phone inquiry, web, direct approach, partner referral,….)
Opportunities Key opportunities 80% of the sales volume closed within 90 days (20% of the customers)
Neglected opportunities Expected Revenue greater than …(to be defined according to your organization) and the last activity was before 30 Days
Sales Win / Loss Number of sales won during the period
Number of sales loss during the period
Complaints and disputes Customer complaints Total number customer complaints ÷ total number customers during the period
Resolution Total number complaints resolved first ÷ total number complaints during the period
Dispute Total number of complaints lead to the dispute ÷ total number of dispute during the period
Cause 20% of the causes generating 80% of the complaints
Sales Representatives Top 5 sales representatives in sales
Average sale amount per sales representatives
Average number of appointments per sale representatives
Salary costs vs sales turnover Total wages ÷ total sales


Recommended bibliography