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Full list: 32 Salesforce KPIs

#1. Lead Response Time

Lead Response time helps you understand how long you take to respond to the lead request or the first engagement. The first engagement could be in the form of:

  • A whitepaper/ebook/case study/ webinar request
  • Product demo request
  • Advertisement response
  • Direct website lead, etc

In essence, it answers how long it takes for your inbound team to process a lead.

Lead response time is determined by two factors:

  • Type of Lead
  • The reason they reached out

Sometimes competitors or writers reach out to just get the content or to acquire competitor intelligence. In this scenario, it doesn't make sense to prioritize these leads over genuine product requests.

#2. Follow-up Contact Rate

This Salesforce metric shows you the average number of attempts a sales rep makes to reach out to the lead. The primary follow-up methods are email, calls, and messages. We can't suggest the number of times the prospect should be contacted, but keep a note of the time. The prospect is even slightly available by asking if it's OK to contact them on so and so date at so time and ensure that you follow up. 

Or send mail keeping a reasonable interval in between.

In essence, the Follow-up contact rate helps you understand the consistency of lead processing.

#3. Open Pipeline Value

Open Pipeline value makes the monetary value of the current pipelines transparent based on the lead stage and prospect in the sales funnel. This metric gives you an overview of the value of each lead in every pipeline stage.

Using this metric, you can determine at regular intervals if you are reaching your revenue goal for that quarter or year and plan accordingly. The goal here is to get aware of any lead crisis that might come at any stage.

#4. Pipeline Value Forecast

This KPI is determined by taking historical performance data and utilizing it to estimate the advancement of your deals in any given interval of time. The forecasts also consider your committed deals, like:

  • Old clients upgrading their contracts, and
  • Your pipeline prospects value.

This metric helps you determine the best and worst-case pipeline forecast based on your revenue goals, current deal value, and advancement of the lead stage.

So, in essence, it helps you predict the sales value.

#5. Average contract value

The average contract value is a fundamental revenue metric to track. It covers one-off pay value, subscription, penalty, or any other cost. This KPI helps you determine, track, and undermine your product or service value to reach the revenue goal of the quarter or year. It helps you with:

  • Average product/service value
  • The threshold value of product/service
  • Highest contract value
  • Discounts and offer value

Basically, it helps you set the right revenue and pricing strategy for your business.

#6. Average Sales Cycle Length

Average sales cycle length is a significant determining factor to shorten the sales cycle in the long run. Any sales cycle can be divided into 4-5 steps, like:

  • Opportunity
  • Proposal
  • Negotiation
  • Closing

The sales cycle division helps you uncover:

  • How long it takes your or the lead to progress in the next step, 
  • if you are spending more time in just qualifying leads,
  • What are the influencing factor on the average sales cycle length,
  • Learnings from top performers who have shorter sales cycle lengths

Basically, it helps you and your business understand how long it takes for you to close a deal.

#7. Sales Activity

One of the main challenges that any organization faces is tracking their sales reps activities;

  • How many calls do they make in a day?
  • Number of emails and Inmails sent
  • Was follow-up done? Etc.
  • Time spent on prospecting

The sales activity metric of Salesforce helps you track these questions and make them transparent for the entire organization.

#8. Outbound-Calls

Outbound calls KPI shows the number of outbound calls and meetings done by sales reps in a week. You can use this metric to understand which week is more promising for your sales rep and team and how it correlates to your outbound strategy; outbound calls and outbound rate.

#9. Outbound Calls Contact Rate

We just spoke about outbound rate; this KPI helps you determine the top performer of your pack; by checking the number of calls they make in a day or week. But outbound calls are also determined by various other factors such as:

  •  Weekday,
  •  the local time, 
  • local holidays,
  • phone number

So while tracking this KPI, keep the other factors in account.

#10. Number of Demos

This KPI of Salesforce shows you the relation between the number of calls made to the prospect and the number of demos scheduled. Cold calling is usually not that successful. Sales reps have to make multiple follow-up calls to schedule one demo. 

#11. Total Amount of Inbound Leads

The total amount of Inbound leads helps you track the number of inbound leads generated for your business, especially through your sales reps. You can set up a target for your team over the course of time, like daily, weekly, or monthly and track the number of leads being generated versus the qualified lead rate.

In short, the total number of inbound leads shows you the number of leads you generate in a day.

#12. Lead-to-Opportunity Ratio

Qualifying a lead can be the easiest or difficult task for any sales rep. There are many techniques to qualify a lead, like the MEDDIC method, but just qualifying is not enough. It would be best if you even tracked the rate of conversion.

As the name suggests, this KPI shows you the rate at which the lead converts to an opportunity. This KPI represents the quality of the lead that is being generated by your inbound and marketing team. By tracking this KPI, you can uncover the conversion rate for your inbounds and MQLs to SQLs.

#13. Opportunity to Win Ratio

For the revenue target, just finding the opportunity or qualifying the lead is not enough. You obviously have to convert your opportunity to a win. It is where the opportunity to win ratio, Salesforce KPI, comes in handy. It shows you the likelihood of a sales rep winning a deal and the rate you deal, but this KPI is contingent at the start of the lead cycle.

A low opportunity-to-win ratio is an indicator of poor leads and an incorrect lead qualification process. In contrast, a high ratio indicates the sales rep's knowledge of the product, effective engagement, good use of sales resources, and overall sales strategy effectiveness.

#14. Lead Conversion Rate 

This KPI focuses on missed opportunities and unqualified leads. There is always a chance that the prospect who had rejected your services for some reason might be interested in your solution now. You can use this metric to determine the rate at which the unqualified leads get qualified and due to what factors. 

In short -- the higher the lead conversion rate, the more efficient the lead management process of your business.

You can even test out different sales strategies, lead warm-up methods like content, offers, pricing, etc. and check what leads to conversion of unqualified leads faster.

#15. Quarterly Performance 

Tracking team or individual performance quarterly makes it easy to evaluate how on track you are to achieving your yearly goals. It provides a high-level look at how you’re progressing and if your team is in need of a major shift or adjustment in order to reach your long-term goals. 

For individuals, measuring individual quarterly performance can help them better manage the highs and lows that often come with sales jobs. Knowing how you’re progressing over a three-month span can help accommodate some of the slower months where you’re investing more heavily in building or creating customer relationships. 

#16. Email Open Rate 

If you’re using email as a means of cold outreach, knowing how many messages are actually opened by leads can help you improve your approach. Email open rate tells you the percentage of emails opened compared to the number of messages sent. 

Tracking email open rate can help in a couple of different ways. First, you can test different messages and strategies to see what resonates most with your leads. Play around with when you send a cold email, what the headline is, and who you’re sending it to. The higher the email open rate, the more successful the strategy. 

Knowing your email open rate can also help with planning. If you know the average percentage of leads that will open your email messages, you can better forecast how many individuals you’ll need to reach out to in the first place. This can help keep your lead pipeline full. 

#17. Deal-Lost Reasons 

No matter how strong your sales team is, there will always be deals that don’t close. Understanding why a propsect might choose not to become a customer is important for identifying red-flag leads before investing too much time and resources. 

Timing, price, a lack of need, and poor qualification are all common reasons for a deal not to close. Making note of why a prospect says “no” can help your team avoid more rejections in the future by: 

  • Prioritizing important conversations early in the sales process, including discussing budget constraints or timing needs 
  • Identifying opportunities to improve the sales funnel to provide better education to prospects and leads 
  • Pointing out weak qualification processes so teams can reevaluate their strategy

#18. Customer Satisfaction Score (CSAT) 

Customer satisfaction score (CSAT) measures how happy (or unhappy) customers are with their products and services, as well as their level of satisfaction with company support. While this metric is typically used when talking about customer service, it can benefit sales teams by helping them better understand if they’re converting happy customers. 

High conversion rates might be an indication that sales teams are doing their job well, but if they customers they’re converting aren’t happy after they make a purchase, it could be a sign sales teams aren’t attracting the right customers.

CSAT is typically determined through conducting customer surveys and gathering customer feedback. 

CSAT = (Total number of positive responses/total number of responses) x 100

#19. Expected Value of Sales Pipeline 

Expected value of sales pipeline is an important forecasting KPI to help you and your sales team keep an eye on the progress you’re making towards your goals. Expected value of sales pipeline tells how much revenue you can expect to generate from deals that are close to closing. 

#20. Demo/Trial Conversion Rate

After delivering a demo or trial to a prospect, Demo/Trial Conversion Rate measures how many of those individuals become a customer. This metric helps with forecasting, so you can better estimate how many trial customers will become paying customers. 

It can also help you identify areas of improvement for your demos or trials. If your conversion rate is low, this might be an indication that your demo or trial isn’t strong enough to convince prospects they need to buy. 

#21. Customer Lifetime Value 

The best customers buy again and again. Understanding the average lifetime value of your customers can give you a better indication of how successful your sales team is and if they’re converting the right customers. 

Customer lifetime value looks at how much a customer spends over their entire lifetime. It can be calculated as: 

CLV = (Average purchase value x Average purchase frequency) x Average customer lifespan 

#22. Customer acquisition cost (CAC) 

Customer acquisition cost (CAC) is the amount of money a company needs to spend to convert a prospect into a customer. Comparing customer acquisition costs to the amount a new customer spends, particularly customer lifetime value, lets companies predict both revenue and profitability.

Customer acquisition cost can be found by totalling all sales and marketing expenses for a specific period of time and dividing it by the number of new customers acquired during that same time period. 

#23. Sales per rep 

Sales per rep, or sales per employee, helps leaders better understand how well individuals on their team are performing in relation to the rest of the group. It can make it easier to account for any outliers, including over or under performers, so the majority of the team gets the attention and support they need. 

Tracking sales per rep can also make it easier for leaders to identify individual strengths. For example certain rep might take longer to close deals, but those deals might be higher. 

#24. Sales Volume by Source 

Most sales teams use a variety of sources to gather leads. Tracking sales volume by source can tell you where your highest deals are coming from so you can spend more time attracting those customers. 

It can also help you identify lead sources that aren’t worth your time and effort. If a source has particularly low sales, you can stop wasting your time. 

 #25. Upsell and Cross-Sell Rates

The goal of a sales team isn’t just to sell products to new customers, it’s to convince past customers to buy again. Tracking upsell and cross-sell rates tells reps when they should reach out to past customers to introduce new products or services. 

For example, if you know customers consistently buy Product B after three months of owning Product A, reps can create a sales funnel to efficiently push Product A owners towards Product B. 

Track upsell and cross-sell numbers, including product information and timelines between purchases. 

#26. Average Length of Customer Lifecycle 

The amount of time that a customer is an active customer (or the average length of customer lifecycle) tells you how long you can expect a buyer to continue to purchase. This KPI tells you the longevity of the connections your sales team is making. 

The goal is to have long-term relationships with customers who buy repeatedly. If the average length of your customer lifecycle is short, this tells you your products or services might be missing the mark. 

A short customer lifecycle also means you need to convert more leads and prospects in order to grow.

#27. Percentage of Leads in Each Pipeline Phase

You don’t want to wait until all your leads are completely through the sales pipeline to start thinking about attracting new attention. Ideally, you’ll have a consistent flow of leads and prospects moving through the sales process. 

Breaking down leads by pipeline phase can help you identify any bottlenecks or areas where potential customers are falling out of the process. 

#28. Revenue by Product 

Revenue by product tells you the amount of money each offering is bringing your business. Rather than just your number of sales or the average cost of each product, revenue by product lets you see which products are most profitable. 

Knowing your most profitable products helps your team sell more strategically. They can focus on high-revenue products to boost your business’s bottom line. 

#29. Date of Last Contact

Somes highly qualified leads fall out of the sales funnel simply because they forget to reach back out. They might be interested in making a purchase, but something else catches their attention and they forget to follow up. 

Tracking the date of last contact with a lead prevents that from happening because it tells reps when it’s time to follow up. 

#30. Visitor-to-Lead Conversion Rate

While the responsibility of converting website visitors into leads often falls to the marketing team, a lack of high-quality leads ultimately impacts the sales team. Making sure the right kinds of leads are visiting and engaging with the company website is crucial for setting the sales team up for success. 

Measuring the number of website visitors that eventually becomes a lead can give you an indication of how strong your website and marketing tactics are. It might be great to see you have a lot of website visitors, but if they’re not converting into leads, this is a strong indication that something is off. 

Likewise, just a few website visitors that become leads and eventually customers is a positive sign for your business. 

#31. Average Time to Conversion 

Knowing how much time it takes to close a deal is a good start, but there are likely many different conversion points throughout the sales funnel — some that take longer than others. 

Measuring your average time to conversion for each point can make it easier on your sales team to forecast and plan touchpoints. Knowing, on average, how much time a prospect needs to make a decision to move on to the next phase lets them know when they should reach out, when they might need to offer some additional support, or when it might be time to let the prospect go. 

#32. Churn by Rep 

Reps that bring on new customers usually get a lot of great recognition — and rightfully so. They’re putting in great work and deserve to be recognized for it. But what if those customers are quickly leaving?

Measuring churn by rep can help sales leaders identify which members of their team are bringing on high-quality customers, and which might need to refine their sales strategy. Focusing on long-term relationships, not just closing as many deals as possible, sets the company up for sustainable growth. 


  1. Lead Response Time:
    How long it takes you to respond to the lead request or first engagement.
  2. Follow-Up Contact Rate:
    Average number of attempts a sales rep makes to reach out to a lead
  3. Open Pipeline Value:
    Overview of the value of each lead in every pipeline stage
  4. Pipeline Value Forecast:
    Estimate the advancement of deals in any given interval of time to determine best and worst-case pipeline scenarios 
  5. Average Contract Value:
    Average value of one-off contracts
  6. Average Sales Cycle Length:
    Average amount of time it takes to convert a lead into a paying customer
  7. Sales Activity:
    Amount of time reps spend completing activities including calls, emails, follow-ups, or time spent prospecting
  8. Outbound Calls:
    Number of outbound calls a rep makes in a specific time frame
  9. Outbound Calls Contact Rate:
    The number of outbound calls a rep makes that end in a contact with the lead
  10. Number of Demos:
    Number of demos or trials scheduled
  11. Total Amount of Inbound Leads:
    Number of inbound leads generated for the business through sales reps, usually over a set period of time
  12. Lead-to-Opportunity Ratio:
    The rate at which a lead converts into an opportunity
  13. Opportunity-to-Win Ratio:
    The likelihood of an opportunity turning into a win (or a closed deal) for a sales rep
  14. Lead Conversion Rate:
    The percentage of leads that convert into customers
  15. Quarterly Performance:
    How reps are performing on a quarterly basis
  16. Email Open Rate:
    Number of cold emails opened compared to number of cold emails sent
  17. Deal-Lost Reasons:
    Reasons that a lead might decline to purchase products or services
  18. Customer Satisfaction Score:
    How satisfied customers are with products, services, or support provided
  19. Expected Value of Sales Pipeline:
    Amount of value the company or reps can expect from pipeline deals likely to convert
  20. Demo/Trial Conversion Rate:
    Percentage of prospects who book a demo or trial that convert into customers
  21. Customer Lifetime Value:
    The amount of value a customer provides during their time in the customer lifecycle
  22. Customer Acquisition Cost:
    Amount of money it takes to acquire a new customer
  23. Sales per Rep:
    Number of sales made by an individual sales rep
  24. Sales Volume by Source:
    Volume of sales closed based on the source lead was generated from
  25. Upsell and Cross-Sell Rates:
    Factors, including time and past purchases, that contribute to upselling and cross-selling
  26. Average Length of Customer Lifecycle:
    Average amount of time a customer spends in the customer lifecycle
  27. Percentage of Leads In Each Pipeline Phase:
    Portion of leads in each phase of the sales pipeline
  28. Revenue by Product:
    Amount of revenue generated by each individual product
  29. Date of Last Contact:
    Last date a rep speaks with or communicates with a prospect or lead
  30. Visitor-to-Lead Conversion:
    Number of website visitors that convert into sales leads
  31. Average Time to Conversion:
    Average amount of time between conversion points 
  32. Churn by Rep:
    Churn rate for each individual sales rep