The only sales metrics glossary you'll ever need

No matter how much data is available today, companies frequently have questions about sales metrics. Which measurements should you track? How frequently should they be monitored? And how do you actually calculate them?

This in-depth sales metrics glossary was created to answer those questions, along with many more. It features a list of 30 different KPIs worth measuring, includes ones sales leaders should track every day, advanced metrics, and leading indicators that can help your business proactively stay on top of sales performance.

Each glossary entry explains what the metric is, as well as how Brainshark can help you calculate it using CRM data and sales rep scorecards (pictured below).

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Without further ado, here’s what we hope is the only sales metrics glossary you will ever need:

1. How to Calculate Lead Velocity Rate – Lead velocity rate measures the period over period growth in the number of leads you are generating.
2. How to Calculate Account Coverage – Account coverage measures the amount of different accounts that received sales rep activity in a given timeframe.
3. How to Calculate Demo Complete Rate – Demo complete rate measures the number of demos completed as a percentage of demos scheduled. It’s a top-of-the funnel metric which is commonly measured for BDRs and SDRs to make sure that they are setting quality demos.
4. How to Calculate Calls per Demo – Calls per demo measures the average number of calls a sales rep needs to make in order to set a demo.
5. How to Calculate Customer Lifetime Value (LTV) – Customer Lifetime Value (LTV) measures the total value that you are likely to capture from an average customer.
6. How to Calculate Stage Conversion Rate – Stage conversion rate measures the percentage of opportunities or deals that move from one stage to the next.
7. How to Calculate Deal-Based Renewal Rate – Deal-based renewal rate measures the percentage of renewal deals won out of the total number that were up for renewal in a period.
8. How to Calculate Deal-Based Renewal Rate on a Cohort Basis – Deal-based renewal rate, calculated on a cohort basis, measures the percentage of opportunities renewed out of the total number that were up for renewal in a period.
9. How to Calculate Cohort-Based Close Rate – A cohort-based close rate measures how many deals you won, divided by the total number of opportunities created.
10. How to Calculate Opportunity Push Rate – Opportunity push rate measures the percentage of your opportunities that are set to close in a period that end up pushing out to the next period.
11. How to Calculate Sales Activity Per Opportunity – Sales activity per opportunity measures the average number of activities a sales rep needs to make in order to open one opportunity or deal.
12. How to Calculate Value Per Opportunity – Value per opportunity measures the expected amount you would win from an opportunity you create.
13. How to Calculate Sales Velocity Per Opportunity – Sales velocity on a per opportunity basis measures the expected output from a single opportunity or deal in a given period of time.
14. How to Calculate Sales Velocity – Sales velocity measures the expected output you would get from a sales rep or team in a given period of time.
15. How to Calculate Dollar-Based Renewal Rate – Dollar-based renewal rate measures the percentage of renewal revenue won out of the total amount of revenue that was up for renewal in a period.
16. How to Calculate Sales Cycle – Sales cycle measures the average amount of time between when an opportunity or deal is created, and when it is closed won.
17. How to Calculate Pipeline Coverage – Pipeline coverage measures the amount of pipeline you have, relative to your quota for a given period of time.
18. How to Calculate Lead Conversion Rate – Lead conversion rate measures the percentage of your leads that end up converting to opportunities.
19. How to Calculate Opportunity Win Rate  – Opportunity Win Rate measures how many opportunities you won, divided by the total number of opps created.
20. How to Calculate Quota Attainment – Quota attainment measures a salesperson’s total sales, as a percentage of their quota for that period.
21. How to Calculate Average Selling Price (ASP) – ASP stands for Average Selling Price.
22. How to Calculate Cohort-Based Average Selling Price (ASP) – A measurement for cohort-based ASP.
23. How to Calculate Cohort-Based Sales Cycle – Cohort-based sales cycle measures the average amount of time between when an opportunity or deal is created, and when it is closed won, tracked by the created date of the opportunity.
24. How to Calculate Lead Conversion Cycle – Lead conversion cycle measures the average amount of time between when a lead is created and when it is converted to an opportunity.
25. How to Calculate Cohort-Based Lead Conversion Rate – Cohort-based lead conversion rate measures the percentage of your leads that end up converting to opportunities, of the leads created in a certain period.
26. How to Calculate Lead Response Time – Lead response time measures the average amount of time between when leads are created, and when they are first responded to by your sales team.
27. How to Calculate Calls per Opportunity – Calls per opportunity measures the average number of phone calls a sales rep needs to make in order to open one opportunity or deal.
28. How to Calculate Close Rate (Closed Funnel) – A closed funnel close rate measures how many deals you won, divided by the total number of deals closed, won or lost.
29. How to Calculate Forecast Coverage – Forecast coverage measures your weighted forecast, relative to your quota for a given period of time.
30. How to Calculate Stage to Stage Duration – Stage to stage duration measures the average amount of time it takes for opportunities or deals to move from one stage to the next.

For a comprehensive breakdown and cheat-sheet of the most important formulas and metrics specific to sales enablement – download this guide.