KPIs for Sales Managers and Heads of Sales
These are the KPIs a sales manager tracks for pipeline health, rep performance and forecast reliability. They show whether this quarter's target is realistic and what is feeding the next one.
The KPIs to track
Win rate is the share of closed deals that were won.
Formula and SQL query on the Win Rate page.
Sales cycle length is the average number of days between creating a deal and winning it.
Formula and SQL query on the Sales Cycle Length page.
Pipeline coverage ratio compares open pipeline value to the quota still left to win.
Formula and SQL query on the Pipeline Coverage Ratio page.
Quota attainment is the percentage of a sales target actually achieved by a rep or team in a period.
Formula and SQL query on the Quota Attainment page.
Average deal size is the mean value of won deals in a period.
Formula and SQL query on the Average Deal Size page.
Sales velocity estimates how much revenue your pipeline generates per day, combining opportunity count, win rate, deal size and cycle length.
Formula and SQL query on the Sales Velocity page.
Forecast accuracy measures how close the forecast was to actual results, so you know how much to trust the next forecast.
Formula and SQL query on the Sales Forecast Accuracy page.
Stage conversion rate is the share of deals that move from one pipeline stage to the next.
Formula and SQL query on the Stage Conversion Rate page.
Where the data usually lives
The CRM (deals, stages, owners, dates), quota or target sheets and the billing system.
Measurement mistakes to avoid
- Stage definitions and close-date rules must be consistent, or win rate and cycle length drift.
- Deals reopened or re-created in the CRM distort cycle length; use the original created date.
- Pipeline coverage depends on whether the weakest early-stage deals are counted.
Questions to ask your data
You can type these as plain questions. SchemaChat turns each one into SQL against your connected database or uploaded file, runs it, and shows the SQL and the figures it used so you can check the answer before you share it. Check that the result matches how your business defines each KPI.
- What is pipeline coverage for this quarter?
- What is win rate by rep and by lead source?
- How long do deals sit in each stage?
- How accurate were our forecasts for the last four quarters?