What Are Sales Operations KPIs?
Sales Operations KPIs are metrics used to measure the performance of a sales team to drive growth and competitive advantage. Sales Ops KPIs also provide insights into customer behavior and preferences, enabling B2B sales teams to make informed decisions that improve their overall performance.
The Most Important Sales Ops KPIs for 2024
There are a lot of metrics, like website visits and social media engagement, that revenue teams think are important, but the truth is, they don’t directly impact customer acquisition or retention or revenue.
What sales operations metrics should teams be measuring instead? We recommend the following:
- Average sales cycle length: The average amount of time it takes your team from initial contact with a lead until they make a purchase
- Customer lifetime value (CLV): The total revenue generated by each customer over their lifespan as a customer of your business
- Close rate: How effective your team is at turning leads into paying customers
- Gross margin percentage: How profitable each sale is by comparing gross profits with net revenue
- Average response time: How quickly your team responds to inquiries from potential customers
- Cost per lead: The campaign budget divided by how many leads it generated
- Average deal size: The total revenue generated by a sales team divided by the number of customers they brought in
- Weighted pipeline value: The amount of potential value is sitting in your pipeline at any given time
- Influenced pipeline: The measurement of targeted accounts that have been influenced by an advertising campaign (For more on ad campaign KPIs, read this.)
- Forecast accuracy: How predicted sales compare to actual sales
Sales Ops KPI Examples
Here are some examples of how sales operations metrics can be applied to help sales teams increase efficiency, grow pipeline, and boost revenue.
Understanding influenced pipeline helps revenue teams measure which efforts are leading to revenue. Sales teams can use this data to optimize their campaigns and focus their efforts on channels that are driving the most value.
Customer lifetime value, or CLV, is a metric that sales teams can use to better target their resources for maximum return on the investment. The lifetime value of accounts overall can be analyzed to discover opportunities for growth within your customer base, or segmented by industry, company size, and revenue to identify which type of accounts are best for your reps to target.
Average sales cycle length matters for B2B sales because it provides critical insights into customer buying behavior and helps sales teams optimize their sales process. If prospects are closing more slowly, it could indicate an issue with your sales process, with training, or a shift in the marketplace.
Close rate metrics can be used to set a baseline, and when close rates deviate from the benchmark, an analysis can determine the factors that contributed to higher or lower close rates.
How 6sense Data Can Transform and Improve Your Sales Operations KPIs
KPIs are only as good as the underlying data they are derived from.
6sense replaces traditional datasets, which are often outdated and incomplete, with data that’s accurate and from a broader range of sources. There’s a wealth of anonymized data that wasn’t visible to revenue teams … until now. 6sense can track buyer intent signals left on first-, second-, and third-party sources and attribute this activity to buyers at the account level. Our sales intelligence platform also feeds in up-to-date contact data, firmographics, technographics, and psychographics, and puts it into one source of truth your entire revenue team can use, including Sales Operations. They’ll be able to know — not guess — that your sales team is hitting the mark and working the right accounts at the right time.
Book a demo to see how 6sense can transform your revenue team’s efficiency.
