13 Sales Performance Metrics You Must Track for Success in 2025

Tracking sales performance metrics is essential for understanding what’s driving revenue and where improvements are needed. Without clear insights, businesses risk relying on guesswork instead of data-driven decisions.

Sales teams juggle multiple tasks, from prospecting to closing deals, but not all efforts lead to results. That’s why focusing on the right sales rep productivity metrics helps identify bottlenecks, optimize workflows, and improve efficiency. Whether it's measuring deal conversion rates, sales cycle length, or quota attainment, these metrics provide a clear picture of performance.

Strong sales rep performance metrics go beyond just revenue—they assess efficiency, customer engagement, and overall sales effectiveness. 

This guide explores the key sales performance metrics that matter most, helping businesses refine strategies, boost sales productivity, and drive consistent growth.

What are sales performance metrics?

Sales performance metrics are measurable indicators that help businesses track and evaluate the effectiveness of their sales efforts. These metrics provide insights into how well sales teams, individual reps, and overall sales strategies contribute to revenue generation.

Tracking the right sales rep productivity metrics ensures that teams focus on high-impact activities, while sales rep performance metrics help identify areas for improvement, optimize sales processes, and drive better results.

Sales performance metrics typically include key indicators like conversion rates, average deal size, sales cycle length, quota attainment, and customer acquisition cost. These data points help businesses refine their strategies, allocate resources efficiently, and ensure sales teams are meeting their targets.

13 Sales performance metrics you must track

To help you decide which sales KPIs to focus on, we have put together a guide to the sales performance metrics that matter, which not only tells you what these KPIs are and elaborates on their utility but also shows you how each of them can be applied in day-to-day business situations.

1. Tiempo de respuesta

Lead response time refers to the time sales reps take to follow up on leads. The research is unequivocal about the criticality of this sales metric when it comes to qualifying prospects. 

According to HubSpot, there is a 100x chance of qualifying a prospect if the salesperson reaches out within five lead creation minutes. Inside Sales states that the lead qualification rate increases 21 times when a lead is contacted within 5 minutes instead of after 30 minutes.

Putting it to work:

For each salesperson, this key performance metric is calculated by taking the time taken between lead creation and first response for each of the leads assigned to them and then dividing that total by the total number of leads.

2. Productividad de ventas

Sales productivity or the time spent selling is an essential measure of sales team performance. Highly efficient teams typically spend a large proportion of their time on high-impact activities, such as prospecting and client meetings, and only a tiny proportion of it on low-impact activities, such as administrative tasks and tracking their commissions.

Another component of sales productivity is effectiveness. Two sales teams who spend the same amount of time selling may achieve different results. In such cases, the team that achieves better results is said to be the more effective one.

Putting it to work:

This metric is a product of efficiency and effectiveness. For example, touching base with 20 qualified prospects instead of using the time for accounting tasks is a case of high efficiency and high effectiveness.

Creating email templates to reach out to prospects over emailing each one individually, on the other hand, is a case of high efficiency. However, the latter method may be more effective. Here, the efficiency of the former dwarfs the effectiveness of the latter.

3. Fugas en el embudo de ventas

¿Alguna vez se ha preguntado en qué punto de su embudo abandonan sus clientes potenciales y a qué ritmo? Esta es la pregunta a la que responde esta métrica. Para determinar dónde es más débil su proceso de ventas, es necesario calcular la tasa de conversión en cada una de sus etapas. Se pueden conseguir mejores resultados de ventas identificando estas áreas débiles y solucionando los problemas descubiertos en ellas.

Putting it to work:

Assume that 50% of fresh leads agree to get on a call, 40% of this set agrees to a demo, and 10% of this set become customers. The high rate of drop-offs at the last stage may indicate that the demos being given are ineffective or that the leads are not being qualified enough.

The issues may be varied, but once you have identified these potential problems, it becomes easier to pinpoint the actual issue and take action.

4. Porcentaje de victorias

Also known as the conversion rate, this metric measures the percentage of leads that ultimately become customers. It also helps determine the number of leads you need to have in place to reach your revenue targets.

Over time, if the number of deals being closed remains the same while the win rate is rising, it indicates that your sales team’s performance is improving. On the other hand, if your sales team is closing the same or fewer deals and the win rate is also decreasing, it indicates that something about your lead generation or other sales processes isn’t working.

Putting it to work:

Suppose you can identify 600 leads in a given month, of which 120 become customers, then your win rate is said to be (600/120) = 20%.

If your win rate is 20%, your revenue target 100k, and your average deal size 10k, you need 10 deals to reach your revenue target, and (20/100) x = 10, where x is the number of leads required. Here, the number of leads required, i.e., x, is 50.

Did you know? Using a gamified approach to sales with a product with built-in game mechanics can boost sales productivity and directly grow your MRR?

Hint: You might want to see what Compass goal performance all is about.

5. Tamaño medio de las operaciones

This metric tells you how direction your deal size is moving - up, down, or staying the same. Average deal size can be useful if you’re trying to move upmarket (in which case you want the metric to go up) or down-market (in which case you’re trying to land more SMB customers and want the metric to go down) from where you are currently.

También es útil estar atento a los representantes para los que esta métrica es inferior a la media del equipo, ya que esto podría significar que están yendo a por la fruta más fácil y puede que tengan que dirigirse a clientes más grandes. O podría tratarse de un caso de descuentos agresivos.

Putting it to work:

Average deal size is calculated by dividing the total value of deals closed by the total number of deals. For example, if the company closed two deals worth 500k and 300k each, the average deal size is 400k. In other words, if you have a sales representative whose revenue target is 800k and the average deal size is 400k, then two deals need to be closed to meet the target.

6. Ingresos

Y ahora, el KPI de ventas más importante: los ingresos o ingresos brutos. Aunque pueda parecer una métrica bastante sencilla que incluye las ventas brutas con descuentos y el valor de los productos devueltos, es más de lo que parece.

Revenue can be broken down into three constituent components - new business, cross-sell/upsell, and renewals. You would want to track the percentage of revenue that each of these components makes up to understand whether your efforts in each of these three areas are paying off.

For instance, if you’ve been trying to ramp up customer retention, you ought to see an improvement in the business percentage coming from renewals.

También es importante examinar las cifras absolutas que cada uno de estos componentes aporta a los ingresos. Puede que, como porcentaje de los ingresos, un componente contribuya menos que antes. Sin embargo, el valor absoluto de sus ingresos ha aumentado.

Putting it to work:

Suppose you have 10 customers, each of whom pays an average of 5k/month. Your monthly recurring revenue (MRR) - a metric commonly used by subscription businesses - which is essentially the predictable revenue you receive each month, is 50k. Your annual recurring revenue (ARR) is 50k x 12 = 600k.

8. Customer lifetime value (CLTV)

Customer Lifetime Value (CLTV) is a metric that represents the total revenue a business can expect from a single customer account over the course of their relationship with the company.

CLTV is important for businesses as it helps in understanding the long-term value of a customer and can guide decisions related to customer acquisition and retention strategies.

Putting it to work:

Si el valor medio de compra es de 50 USD, la frecuencia de compra es de 2 veces al año y la vida media del cliente es de 5 años, entonces:

CLTV = $50 × 2 × 5 = $500

Esto significa que, de media, se espera que este cliente genere 500 dólares de ingresos para la empresa a lo largo de toda su relación.

9. Average Deal Size

El tamaño medio de la operación es el valor medio de una operación de ventas cerrada por un representante de ventas. Proporciona información sobre la capacidad del representante de ventas para negociar acuerdos rentables y realizar ventas adicionales o cruzadas de productos o servicios.

Putting it to work:

Si un representante de ventas cierra 5 tratos con un valor total de ventas de 10.000 $, entonces el Tamaño Medio de Trato sería:

Tamaño medio de la operación = 10.000 $ / 5 = 2.000 $.

Esto significa que, por término medio, cada operación cerrada por el comercial vale 2.000 dólares.

10. Sales pipeline velocity

La velocidad del proceso de ventas mide la velocidad a la que las oportunidades avanzan por el proceso de ventas. Ayuda a comprender con qué rapidez se cierran las operaciones y se generan ingresos.

Por ejemplo:

Si un equipo de ventas tiene 50 operaciones en cartera, un ciclo medio de ventas de 60 días y una tasa de éxito del 25%, entonces..:

Velocidad de la cartera de ventas = (50 / 60) x 0,25 = 0,21 operaciones al día

Esto significa que, de media, el equipo de ventas cierra 0,21 operaciones al día.

11. Customer retention rate

El índice de retención de clientes mide el porcentaje de clientes que una empresa retiene durante un periodo determinado. Es una métrica importante para evaluar la fidelidad de los clientes y la eficacia de las estrategias de retención de clientes.

Putting it to work:

Si una empresa tiene 100 clientes a principios de año, adquiere 20 nuevos clientes y conserva 80 clientes a finales de año, entonces:

Tasa de retención de clientes = ((80 - 20) / 100) x 100 = 60%.

Esto significa que la empresa conservó el 60% de sus clientes a lo largo del año.

12. Lead response time

El tiempo de respuesta de un cliente potencial mide el tiempo medio que tarda un representante de ventas en responder a un nuevo cliente potencial o consulta. Un tiempo de respuesta más rápido se asocia a mayores tasas de conversión y satisfacción del cliente.

Putting it to work:

Si un equipo de ventas tiene un tiempo medio de respuesta de un cliente potencial de 1 hora, el tiempo de respuesta del cliente potencial sería de 1 hora.

13. Activity metrics (Calls, Meetings, Emails):

Activity Metrics track the number of calls made, meetings scheduled, and emails sent by a sales representative. These metrics help understand the level of activity and engagement with prospects and customers.

Putting it to work:

Si un representante de ventas realiza 20 llamadas, programa 5 reuniones y envía 15 correos electrónicos en una semana, las métricas de actividad de esa semana serían 20 llamadas, 5 reuniones y 15 correos electrónicos.

Factors affecting sales performance

The sales function and its performance are crucial to any business. One would do well to identify, sooner than later, the factors affecting their sales team’s performance positively and negatively. This will allow the company to focus on winning areas and course-correct appropriately before it’s too late. The factors affecting sales performance can be divided broadly into internal and external categories.

1. Factores internos

These are factors that originate within the organization and can be controlled by it. The first and most important of these is the product's merit. If customers like and want the product, the sales team will perform better than otherwise.

Another critical factor that affects sales volumes is the marketing strategy the company has in place. Collaboration with performance marketing agencies can help accurately understand key sales performance metrics and refine strategies to boost sales effectiveness. A well-defined and well-targeted marketing strategy means better sales performance. 

Other internal factors that affect sales performance include the availability of adequate finance to compete in the market, access to the latest technological tools needed for sales, and the business to thrive.

2. 2. Factores externos

Los factores externos que afectan al rendimiento de las ventas son esencialmente una función del entorno en el que opera la empresa. Aunque la empresa no suele tener un control significativo sobre ellos, puede responder estratégicamente.

Por ejemplo, la fase del ciclo económico -es decir, crecimiento, recesión, etc. - en la que se encuentra el país en ese momento puede influir en la demanda de productos y, por tanto, en el volumen de ventas. Otro factor que afecta a las ventas son las fuerzas competitivas. Cuanto mayor es la competencia, menor es el rendimiento de las ventas. Las leyes y normativas también afectan a los volúmenes de ventas en forma de requisitos de precios mínimos, impuestos, etc.

Aumente el rendimiento del equipo de ventas con Compass

Compass's sales performance management software enhances sales rep performance by providing a comprehensive platform to streamline and optimize various aspects of sales operations. Here’s how Compass can help improve sales rep performance:

• Gestión de incentivos

Compass provides tools to create effective incentive programs that align with company goals. By clearly defining incentives, sales reps are motivated to meet and exceed their sales targets, directly impacting their performance and the company's overall revenue.

• Sales commission management

The software automates the calculation of sales commissions, ensuring accuracy and timeliness. This automation reduces errors and disputes, allowing sales reps to focus on selling rather than administrative tasks. It also enhances transparency in calculating commissions, boosting rep trust and satisfaction.

• Sales gamification

Compass includes gamification elements that make the sales process more engaging for reps. Introducing leaderboards, badges, and rewards it fosters a healthy, competitive environment that encourages reps to perform better.

• Revenue intelligence

The platform provides analytics and insights into sales data, helping sales reps understand market trends, customer behavior, and potential opportunities for upselling or cross-selling. This intelligence allows reps to make data-driven decisions that enhance their sales strategies.

• Gestión de territorios y cuotas

Compass helps define and manage sales territories and quotas. This ensures that sales efforts are strategically aligned with market opportunities and that reps are held accountable to realistic, data-backed goals.

• Integrations and partner ecosystem

With extensive integration capabilities, Compass connects with other enterprise tools like CRM systems, ERP, and HR software. This connectivity lets sales reps have all the necessary information, enhancing their efficiency and effectiveness.

Compass proporciona un marco sólido que motiva a los representantes de ventas mediante incentivos directos y les dota de las herramientas y conocimientos necesarios para sobresalir en sus funciones. En última instancia, esto se traduce en una mejora del rendimiento y un aumento de la productividad de las ventas.

How Compass helped a digital automotive platform boosts sales reps’ performance with incentives

A leading digital automotive solutions provider, Asia’s most prominent, connects car buyers with OEMs, dealers, and sellers. Operating in over 30 countries, the company offers a diverse portfolio of auto and non-auto solutions.

Desafío

For 15 years, sales incentives were manually calculated and communicated via email, leading to inefficiencies. As the company scaled, managing commission data in real-time became increasingly complex, reducing transparency for sales teams.

Solución

The company implemented Compass' Sales Performance Management Solution, automating commission calculations and providing real-time visibility into targets vs. achievements.

Key Features:

• Leaderboards for performance tracking and ranking.
• Regional and designation-based insights for business heads.

Resultados

• 20% increase in incentive program adoption within 100 days.
• 18% rise in agents qualifying for incentives.
• 25% growth in incentive payouts, boosting performance.

Want to see same results? Try Compass today and streamline your commission process effortlessly.

Conclusión

Tracking the right sales performance metrics helps evaluate each stage of the sales process, ensuring teams stay on track to meet their goals. Understanding both internal and external factors affecting sales allows businesses to anticipate challenges and capitalize on opportunities, ultimately improving sales rep productivity metrics and overall performance.

At Compass, we’ve designed a powerful solution to enhance sales efforts and keep teams motivated. Our gamified platform, equipped with leaderboards, scorecards, nudges, and real-time notifications, drives engagement and performance. Businesses using Compass have reported significant growth in sales performance metrics, from higher revenue to a more productive and motivated sales force.