Top 10 Sales Metrics to Track in 2025 for B2B Success

Introduction

Are your teams spending enough time on the right sales activities, or are their efforts falling short? Tracking sales metrics will enable you to answer this question with confidence and determine whether what your teams are focusing on is paying off. 

That's exactly why we’ve dedicated an entire article to outlining the top 10 sales metrics of 2025. In this article, we’ll explore the importance of sales metrics, how to track them effectively, and their contribution to broader business goals. 

Let’s dive in!

What Are Sales Metrics?

Sales metrics are data points that measure an individual's, team's, or company's sales performance. Over time, these metrics often evolve into key performance indicators (KPIs) that organizations use to gauge overall success and guide business strategies.

Examples of sales metrics include: 

• Conversion rate: Metric detailing the percentage of prospects who convert into paying customers.
• Win rate: Represents the ratio of deals won to the total number of opportunities created.
• Average deal size: Measures the average revenue generated per deal. 
• Customer acquisition cost (CAC): Represents the total cost of acquiring a new customer, including all marketing and sales expenses. 
• Customer lifetime value (CLV or LTV): Estimates expected lifetime revenue from a single customer account.   
• Churn rate: Measures the percentage of customers who stop doing business with a company over a given period
• Lead response time: This metric measures the amount of time it takes for sales reps to respond to leads after they are generated

Understanding and tracking metrics like those listed above is important because these insights help companies accurately forecast, strategize, and manage performance.

Typically, sales metrics are categorized into three buckets: 

• Activity metrics: Focus on the actions and behaviors of sales reps, such as number of calls made, emails sent, or meetings held.
• Performance metrics: Measure the outcomes of sales activities, including revenue growth, conversion rates, and quota attainment, helping assess the effectiveness and success of the current sales strategies.
• Customer satisfaction metrics: Gauge how satisfied customers are with the products and services provided, using measures like Net Promoter Score (NPS), customer retention rates, and churn rates, which reflect the overall health of customer relationships and loyalty.

Why Tracking Sales Metrics Is Important

You’re only as good as your data. Lacking key metrics like your CAC, CLV, and win rates does a serious disservice to your organization. Without these insights, you won’t be able to accurately assess the health of your organization — let alone devise strategies that work, and will help your business grow. That’s why tracking sales metrics is so important

Well-defined, accurate, up-to-date metrics will help you determine what’s working, what isn’t, and where you should spend your time and money. You’ll use these metrics to help your go-to-market (GTM) teams with: 

• Performance optimization: Sales metrics such as conversion rates and average deal size empower your teams to gain an in-depth understanding of what areas need improvement and why. This way, leaders can identify areas to help coach their teams and optimize their sales processes. 
• Goal alignment: Silos are the enemy of revenue. If you want your organization to make money, your GTM teams need to be aligned and working toward the same goal(s). Tracking sales metrics such as lead response time and customer acquisition cost enables these teams to focus their energy on high-impact activities that are aligned with the broader business objectives. 
• Informed decision making: You don’t want your leaders flying by the seat of their pants, scrambling to figure out how to meet their numbers. Sales metrics provide the insights needed to empower your leaders to make informed decisions, based on the realities of your business versus assumptions. This way, they can make data-driven decisions and build strategies for success.

Top 10 Sales Metrics to Track in 2025

Now that you know what sales metrics are and why they’re important, let’s explore the top 10 metrics to track in 2025. This way, you can set yourself up for success this year and make sure you’re not leaving any money on the table. 

1. Revenue metrics: Your revenue represents the total amount of money generated from sales activities, before deducting any costs or expenses such as operational and customer acquisition costs. 

Examples of revenue-generating sales activities include:

• Monthly subscription fees
• Annual subscriptions
• Upselling additional features
• Cross-selling related services
• One-time setup fees

Revenue is the top sales metric to track in 2025 for SaaS companies because without it, you can’t accurately determine the scalability and profitability of your business model.

2. Pipeline: The sales pipeline is the total leads generated (and needed) to achieve revenue targets. It includes everything from marketing qualified leads to sales accepted leads (SAL) and sales qualified leads (SQL). 

Generally, there are five pipeline stages: 

1. Initial contact/lead generation
2. Lead nurturing
3. Demo or trial offer
4. Proposal or pricing discussion
5. Closing

Tracking the health of your pipeline matters because without this insight, you risk missing revenue targets and losing visibility into potential bottlenecks that will end up costing you time and money. 

3. Opportunity conversion rates: This is the percentage of qualified opportunities that convert into paying customers. Healthy opportunity conversion rates in B2B SaaS range from 20 to 30%, depending on the industry and business stage. 

Measuring and tracking conversion rates will help your organization optimize sales strategies, improve forecasting accuracy, and increase revenue.

4. Sales cycle length: A simple number that tells a big story, the sales cycle length is the average time it takes to close a deal. This number varies greatly depending on company stage, size, industry, and target market. 

For example, enterprise organizations typically have a sales cycle length of 6 to 18 months, mainly due to the complexity and scale of their deals, which often require multiple approvals and a higher degree of customization. In contrast, small to medium enterprises (SMEs) usually experience shorter sales cycles, often ranging from 1 to 6 months. This difference is largely because SMEs tend to make faster decisions and have fewer bureaucratic layers to navigate.

Understanding the sales cycle length helps organizations with strategic planning, forecasting, resource allocation, and performance benchmarking. 

5. Win rate: Your win rate represents the total number of closed deals based on the total number of opportunities created. For example, if you generate 100 opportunities, and of all closed opportunities 20 convert into customers, your win rate is 20%. 

Tracking this metric is important because it helps you determine how well you’re doing and identify areas that need improvement. If your win rate is high, this indicates your reps are doing a good job at converting prospects into customers. But if your win rates are low, this indicates that your sales strategies, methodology, or training programs need to be reviewed so you can identify what areas need improvement and make the necessary adjustments.

6. Quota attainment: This metric measures the percentage of your reps meeting or exceeding their sales targets. Quota attainment is typically measured on a monthly, quarterly, and annual basis. It helps you determine who your top performers are, what teams or individuals would benefit from additional training, and whether your sales targets are too high, low, or just right. 

For example, if a significant number of reps consistently miss their targets, this may suggest that the goals are too high and unrealistic, possibly demotivating your team. Whereas, if most reps are exceeding their targets with ease, your targets are likely too low, and should be increased. 

7. Churn rate: Percentage of customers lost over a specific period. Generally speaking, B2B churn rates for SMEs should be no higher than 5% to 7% annually, as higher rates may indicate underlying issues with customer satisfaction or product-market fit.

When you know your churn rate, you can set company goals and projections with greater accuracy. Understanding this metric also allows you to pinpoint common times and reasons for customer losses, which empowers you to implement strategies to prevent churn, such as improving customer service, enhancing product features, or offering personalized incentives.

8. Customer acquisition cost: CAC is the cost associated with acquiring a new customer. It includes everything from marketing expenses to sales personnel costs. To calculate CAC, you’ll divide the total costs spent on acquiring more customers by the number of customers acquired in the period those costs were incurred. 

Knowing what this number is helps you assess how well your marketing and sales efforts are doing so you can make informed decisions about where to allocate resources and find ways to optimize spending. 

9. Average deal size: This is the average value of closed deals. It’s calculated by dividing the total revenue earned by the number of deals closed. 

Tracking your average deal size matters because it helps you understand the value your sales efforts are generating so you can determine whether you’re targeting the right customers, or if adjustments need to be made. 

10.)  Sales activity metrics: These are metrics related to sales activities including calls, emails, and meetings. These metrics should be tracked regularly, ideally daily or weekly, to ensure timely feedback and quick adjustments in strategies. Regular tracking allows sales managers to stay informed about team performance, identify trends or issues early, and provide targeted coaching or support to reps.

In the next section, we’ll discuss how to track sales metrics effectively. However, before moving on, we recommend you review these 10 metrics again and make note of any you aren’t currently tracking or may not be tracking sufficiently.

How to Track Sales Metrics Effectively

The way you track your sales metrics will depend on various factors, including your company size, stage, industry, and so forth. That said, there are four best practices any organization can implement to effectively track sales metrics. These include using customer relationship management (CRM) systems, deal execution platforms, sales dashboards, and conducting regular reviews.

Let’s take a moment to dive into each one and explore why it’s important:

1. CRM systems, such as Salesforce and HubSpot, are used to track and manage sales metrics. They work by automatically capturing sales activity data and organizing it into actionable reports.

When using a CRM system, you can track individual and team performance metrics along with customer interaction histories by utilizing the system's data capture and reporting features. 

Here’s how it typically works:

• Data capture: CRM systems automatically log all interactions between reps and customers, including emails, phone calls, and meetings. This information is recorded in real time so that every interaction is documented.
• Activity tracking: Sales activities such as calls made, emails sent, and meetings scheduled are recorded. The CRM system can then aggregate this data to provide insights into the daily activities of each rep and the team as a whole.
• Performance metrics: The system calculates performance metrics by analyzing the data collected. This includes metrics such as the number of deals closed, the value of those deals, conversion rates, and the average time taken to close a deal. These metrics can be broken down by individual reps, teams, or the entire sales organization.
• Customer interaction histories: The CRM maintains a comprehensive history of each customer's interactions with your company. This includes past purchases, communication history, responses to marketing campaigns, and any customer service interactions. This historical data gives you a holistic view of your customer journey so you can customize your outreach to their specific needs and preferences. 
• Reporting and analytics: CRM systems often come with built-in reporting tools that allow you to create custom reports and dashboards. These tools make it easy to visualize data trends, compare performance across different periods, and identify areas where sales processes can be improved.

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2. Deal execution platforms, like Accord, help with managing sales rep performance by providing real-time insights into deal progress and identifying bottlenecks in the sales process.

Here’s how deal execution platforms generally work:

• Deal progress tracking: The platform monitors each deal through its various stages, from initial contact to closing. This allows managers to see how deals are progressing in real time and provides visibility into the sales pipeline at any given moment.
• Identifying bottlenecks: By analyzing the time deals spend at each stage, the platform can help identify where bottlenecks are occurring in the sales process. This allows sales managers to intervene when necessary and provide additional support/resources to move deals forward.
• Outcome analysis: Deal execution platforms record the outcomes of all sales activities, noting which strategies led to closed deals and which did not. This data helps in understanding what works and what doesn’t, enabling continuous improvement of sales tactics.
• Rep engagement tracking: The platform assesses how actively engaged each rep is with their deals. It measures metrics such as how quickly reps respond to customer inquiries, the frequency of their follow ups, and their overall activity levels related to each deal.
• Reporting and insights: Like CRM systems, deal execution platforms often feature reporting tools that allow users to create detailed reports and dashboards. These tools help visualize data related to deal progression, rep performance, and overall sales health, making it easier to make informed decisions.

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3.) Sales dashboards such as Salesforce and Tableau help teams visualize metrics for better insights. They work by aggregating data from multiple sources and displaying key performance indicators in a simple, straightforward format. 

Capturing data on these platforms is easy, and here's how it works:

• Data integration: Sales dashboards connect with a variety of data sources, including external databases, spreadsheets, and other software applications used by your organization. This integration allows for the automatic extraction of data without needing manual input.
• Automated syncing: Once connected, these platforms can be set up to automatically sync data at regular intervals. This means the information displayed stays up to date and accurate. 
• Custom data fields and sources: Users can customize which data fields to capture and display based on their specific needs. This means you can customize the dashboard to focus on metrics that are most relevant to your team's objectives, whether it's sales performance, customer interactions, operational efficiency, or something else. 
• Real-time processing: These platforms process data in real time, allowing for immediate visualization of any changes or updates. This capability allows you to make quick, data-driven decisions based on the most current data available.

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4.) Regular reviews are daily, weekly, or monthly evaluations of sales metrics and performance to determine what’s working, what isn’t, and what needs to be improved. Although they may be time consuming, regular reviews help manage sales performance and keep individuals, teams, and organizations on track. 

Here’s why they’re important and how they help:

1. Identifying areas for improvement: Regular reviews also help your internal stakeholders highlight areas where performance may be lacking. This could involve low conversion rates, high churn rates, or unexpected bottlenecks in the sales process. Understanding these areas allows for targeted interventions to improve sales outcomes.
2. Setting future sales targets: Insights gained from regular reviews inform the setting of realistic yet challenging sales targets. Based on past performance and current market conditions, you can adjust your goals to better align with achievable outcomes.
3. Optimizing resource allocation: Analyzing sales metrics helps you understand where to best allocate resources for maximum impact. 
4. Adjusting sales tactics and strategies: Regular reviews provide an opportunity to refine or overhaul sales tactics and strategies so you can maximize what’s work and eliminate what’s not. 

Aligning Sales Metrics with Business Goals

Aligning sales metrics with business goals is important because it means everyone will be working toward the same objectives and prevents efforts from being wasted on non-aligned tasks.

To create alignment, set clear and achievable goals. This means breaking down broader business objectives into specific, measurable targets that are relevant and understandable at every level of the organization. Also, make sure you communicate these goals across your organization via regular meetings, on internal communication platforms like Slack and Teams, and through targeted training sessions. This way, everyone understands their role in achieving these goals. 

When choosing what metrics you’ll use, make sure they align with your business objectives. For example, if your goal is to increase market share in the B2B SaaS space, then you’d want to track metrics like customer acquisition rate and market penetration.

Lastly, focus on continuous improvement. Keep in mind, there’s no such thing as perfection — but practice does equate to progress, which is what you’re aiming for. Use the metrics you select to drive continuous improvement in your sales processes by regularly reviewing these metrics, analyzing the outcomes, and adjusting strategies as necessary to enhance overall sales performance.

Challenges in Tracking Sales Metrics

Although it’s crucial to track sales metrics in order to be successful, doing so comes with its own set of challenges. These include issues with data accuracy, integration, and overcoming resistance. Here’s why:

• Data Accuracy: Making sure the data you collect is accurate is vital because inaccurate data leads to uninformed decision making that negatively impacts the sales process and outcomes. Strategies to enhance accuracy include automating data capture where possible to reduce human error, training staff on the importance of precise data entry, and regularly auditing and cleansing data to maintain its integrity and relevance.
• Integration: The absence of data integration means it will be difficult to gain a complete understanding of the sales funnel and customer journey. It can also hinder effective strategy formulation. To tackle this, invest in integration technologies that can consolidate data from CRM systems, marketing automation tools, customer databases, and financial software into a central repository. 
• Overcoming Resistance: Getting buy-in from the sales team to track and use metrics can be challenging, especially if they perceive the process as tedious or intrusive. To overcome this resistance, clearly communicate the benefits of tracking metrics, such as how it can lead to more targeted sales efforts and potentially higher earnings.

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Sales Metrics for Different Sales Teams

Sales performance metrics should be used for all of your sales teams to optimize performance, align strategies with business objectives, and drive growth. This includes your inside sales, field sales, and sales development teams. Here’s a breakdown of each team type, why the metrics are important, and how they help:

• Inside sales: Inside sales teams primarily conduct sales remotely, using phones and digital communication tools. Key metrics for these teams include call volume, call outcomes, conversion rates, and average deal size. Tracking these metrics helps monitor the efficiency and effectiveness of phone and email outreach strategies, guiding training needs and helping refine sales pitches to improve conversion rates.
• Field sales: Field sales teams engage directly with clients and prospects in face-to-face meetings. Important metrics for these teams include travel costs, number of meetings per day, sales closed, and revenue generated per visit. These metrics help evaluate the cost-effectiveness of in-person visits and assist in optimizing territories and schedules to maximize sales productivity.
• Sales development teams: Sales development teams focus on lead generation and qualifying prospects before passing them onto other sales teams for closure. Critical metrics for these teams include the number of leads generated, lead conversion rates, and the speed of lead qualification. By monitoring these metrics, organizations can assess the effectiveness of their lead generation techniques and the efficiency of their funnel movement, ensuring a steady flow of qualified leads into the sales pipeline.

Using Sales Metrics to Improve Forecasting Accuracy

When your sales metrics are reliable, they act as an invaluable resource for forecasting with accuracy. Not only do they offer important insights about your historical performance, but they also enable you to make informed predictions about future outcomes. There are a handful of metrics you can use to improve your forecasting accuracy. These include:

• Historical data: Leveraging historical data improves forecasting. By analyzing trends from past sales cycles, including seasonal variations, growth patterns, and past market responses, you can make more accurate predictions about future sales performance. 
• Predictive analytics: Using predictive analytics involves applying statistical models and machine learning techniques to sales data to anticipate future trends and buyer behaviors. Predictive analytics goes beyond traditional historical analysis by using data mining, pattern recognition, and probabilistic forecasting to predict future sales dynamics. Predictive analytics can provide insights into which products are likely to be best sellers, which leads are most likely to convert, and how external factors such as economic shifts might influence market conditions.
• Scenario planning: Conducting scenario planning allows your team to prepare for different potential outcomes by modeling various future scenarios based on different sets of assumptions. It’s particularly useful in volatile or rapidly changing markets. By preparing for a range of possibilities, from best to worst-case scenarios, you can develop flexible strategies that allow quick pivots and adjustments as real conditions unfold. 

Sales Metrics and Technological Advancements

No industry is immune to disruption from technological advancements — sales included. Innovative technologies such as AI and machine learning, automation, and real time data are changing how information is recorded, analyzed, and used. Here’s how each of these is transforming B2B sales metrics:

• AI and Machine Learning: AI and machine learning are revolutionizing the way sales metrics are tracked by enabling more sophisticated data analysis. These technologies can identify patterns and insights that are not immediately obvious, allowing sales teams to predict customer behaviors and preferences with higher accuracy. This capability improves targeting and personalization of sales efforts, enhancing overall efficiency and effectiveness.
• Automation: The role of automation in simplifying the tracking of sales metrics is significant. It reduces the manual effort required in data entry and analysis, minimizing errors and freeing up sales professionals to focus more on selling rather than on administrative tasks. Automation ensures that data is updated continuously and reports are generated automatically, providing consistent and timely insights for decision making.
• Real-Time Data: The importance of real-time data in making quick decisions cannot be overstated. Having access to up-to-the-minute information allows sales leaders and teams to make immediate adjustments to their strategies and operations. This agility enables teams to remain agile and competitive, regardless of market conditions.

Best Practices for Sales Metrics Tracking

Mastering the art of sales metrics tracking isn't just a technical necessity — it's a strategic advantage. To leverage this advantage, maintain a consistent schedule for monitoring metrics to identify trends, educate your sales team on how these metrics connect to broader business goals, and establish a dynamic feedback loop, encouraging regular contributions from team members. These three best practices will help you refine your tracking process and promote continuous improvement. 

Conclusion

In conclusion, tracking the right sales metrics is essential for B2B sales, but the work doesn’t end there. Implementation is also crucial because it turns insights into actions that can dramatically improve sales performance and strategic decision making. Now that you understand the importance of these metrics and how to apply them, take the next step: implement the tips outlined in this article and take your organization to the next level.

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