Sales metrics: formulas and SQL
Metrics for pipeline, deals and quota. Most sales numbers go wrong at the definition: which deals count as closed, which date counts, and whether open deals are in the denominator.
- Win RateWin rate is the share of closed deals that were won.
- Sales Cycle LengthSales cycle length is the average number of days between creating a deal and winning it.
- Average Deal SizeAverage deal size is the mean value of won deals in a period.
- Pipeline Coverage RatioPipeline coverage ratio compares open pipeline value to the quota still left to win.
- Quota AttainmentQuota attainment is the percentage of a sales target actually achieved by a rep or team in a period.
- Lead Conversion RateLead conversion rate is the share of leads that become customers or qualified opportunities within a defined window.
- Sales VelocitySales velocity estimates how much revenue your pipeline generates per day, combining opportunity count, win rate, deal size and cycle length.
- Lead Response TimeLead response time is how long it takes for a new lead to receive a first human contact.
- Sales Forecast AccuracyForecast accuracy measures how close the forecast was to actual results, so you know how much to trust the next forecast.
- Stage Conversion RateStage conversion rate is the share of deals that move from one pipeline stage to the next.
- Revenue per Sales RepRevenue per sales rep is the revenue closed per rep over a period.
- Deal Discount RateDeal discount rate is the average percentage taken off list price on won deals.