Pipeline metrics
Pipeline coverage. Pipeline value divided by quota. Healthy: 3x to 4x for the upcoming quarter.
Pipeline velocity. Average deal value times win rate divided by cycle length. Track over time.
Stage conversion rates. Percentage of deals moving from each stage to the next.
Pipeline aging. Average age of deals in each stage. Surface stalled deals.
Pipeline coverage gap. Coverage minus the 3-4x threshold. Negative numbers signal future quota miss.
Productivity metrics
Ramp time. Days from start date to first closed-won. Top quartile: 90 days.
Attainment by cohort. Hires from each quarter and their attainment rates.
Activity per rep. Calls, emails, meetings, demos per week.
Activity-to-pipeline conversion. How many activities generate a real opportunity.
Time spent per stage. Where reps spend most time vs where revenue actually comes from.
Forecast metrics
Forecast accuracy. Forecasted vs actual at quarter close. Healthy: 90%+ accuracy.
Commit vs upside conversion. Percentage of commit deals that close.
Forecast variance. How much forecasts move between weeks.
Outlier deals. Deals significantly larger or smaller than average. Often skew forecasts.
CRM hygiene metrics
Stage exit criteria completion. Percentage of deals advancing with complete required fields.
MEDDPICC completion. Percentage of mid-stage deals with all dimensions documented.
Activity logging. Percentage of meetings and calls logged within 24 hours.
Contact role coverage. Percentage of deals with at least 3 named contact roles.
Revenue and retention metrics
Net revenue retention (NRR). Healthy: 110%+ across the base.
Gross retention. 92%+ for B2B SaaS.
Expansion as percent of new ARR. Track separately from new logos.
Average contract value. ACV by segment.
Customer acquisition cost (CAC). Sales and marketing cost divided by new customers.
Org and team metrics
Quota coverage. Number of quota-carrying reps times average quota vs revenue target.
Headcount-to-attainment ratio.
Manager span of control. Reps per manager.
Attrition rate, voluntary and involuntary.
Frequently asked questions
What are the most important sales operations metrics?
Pipeline coverage, forecast accuracy, ramp time, attainment by cohort, and net revenue retention. Plus CRM hygiene metrics that predict the others.
What's a healthy pipeline coverage ratio?
3x to 4x quota for the upcoming quarter. Below 2.5x signals a future quota miss.
How is forecast accuracy measured?
Forecasted revenue at the start of the period vs actual at close. Healthy is 90%+ accuracy.
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