Top Marketing & Sales KPIs

marketing sales KPI

Top Marketing and Sales KPIs

7 Sales and Marketing KPIs to Track

Key Performance Indicators (KPIs) are measures used to monitor a business’s performance. KPIs allow you to collect and analyze data that can then be used to adjust your strategy and make improvements. Think of KPIs as the metaphorical ladders used to navigate complex businesses. Sales and marketing KPIs track metrics that influence sales and marketing activities over time. In this article, we’ll look at 7 sales and marketing KPIs important to business owners and marketers, such as:

1. Cost per Lead (CPL)

Cost per lead measures how much it costs to generate a new customer. This metric is important because it can help you understand how well your sales and marketing strategy works and what you need to do to improve it.

You can calculate the cost per lead by dividing the total cost of your sales and marketing efforts by the number of leads you generate. However, if you want to compare different leads, you should divide this number by your average sale price for that particular lead type.

2. Marketing Qualified Leads (MQLs)

Marketing qualified leads (MQLs): Leads generated by the marketing team and ready to be passed on to sales.

This metric is one of the most important for your business because it measures how well your marketing efforts generate new leads. It can tell you how many MQLs your business has generated in a given period, how many qualified prospects were found, and how many sales opportunities were created.

3. Customer Retention

The customer retention rate is a key performance indicator to track. It can tell if your customers are happy with the product and company and whether you retain enough customers to keep your customer base growing or stable.

A high customer retention rate means that your customers are happy with the product, brand, and company. Fewer new customers will come in, but those who do come will be loyal and keep returning. A low customer retention rate means something is missing from your product or brand experience—for example, it’s too expensive or complicated to use.

4. Marketing ROI

The Marketing ROI is the return on investment for marketing efforts—the ratio of what you spent on marketing versus how much revenue it brought in.

It’s important to track this KPI because it helps you determine whether or not your current marketing efforts are working and what areas need improvement. You can also use this metric to compare the effectiveness of different campaigns and tactics, which is helpful when trying to determine where to focus your time and money.

5. Sales Qualified Leads (SQLs)

Sales qualified leads (SQLs) are leads that have been deemed worthy by the sales team for further investigation due to their potential value to the company. This isn’t just based on the amount of money they spend, but also their likelihood of becoming an actual customer.

This is a key metric for any business because it lets you focus on your most promising prospects. A low SQL rate indicates you’re wasting time and resources on unqualified leads, while a high SQL rate means you’re focusing too much on less valuable ones.

6. Opportunity-to-Win Ratio

The Opportunity to Win Ratio is a way of measuring how well your sales team is doing. This is how many times per month your sales team closes an opportunity compared with how often they don’t close one (for example, if they have 100 opportunities and close 30 of them, then their opportunity-to-win ratio would be 30/100).

The higher the ratio, the better. For example, if you have a low ratio and want to increase it, you could try hiring more salespeople or training them better on how to close deals.

Keep in mind that this metric can be affected by other factors: for example, if your salespeople are working with customers who are hard to close deals with because they’re difficult to deal with (e.g., they have high demands), then their overall opportunity-to-win ratio might be lower than expected.

7. Sales Revenue

This fundamental KPI allows you to monitor your company’s ability to increase sales growth. You may determine your company’s growth trends and projections using a variety of data factors. It is useful from both a top-down perspective, where you are monitoring the overall progress of your company, and from a personal perspective, where you can use it to help each team member create unique goals. This is a fantastic approach to keep accelerating your business’s expansion and, subsequently, its revenue.

Some examples of KPIs:

  • Revenue & Profit
  • Customer Lifetime Value
  • Phone Calls
  • Contacts
  • Sales
  • Social Media Followers
  • Total Website Traffics
  • Appointment Bookings
  • Downloads
  • Cost Per Lead/Sale
  • Organic Traffic
  • Social Traffic

How to track your KPIs?:

  • Track 1 major KPI beyond revenue and costs
  • Use monthly or quarterly data
  • Use the same data, so your KPIs are accurate
  • Understand factors that lead to growth or decline
  • Use KPI data for future marketing strategies

Difference Between KPI and Vanity Metric

A vanity metric is something that we track, but sometimes it only makes you feel good, but it isn’t delivering the results we want. It can be anything that is just an indicator, but it may be outside our ultimate goal. One example, especially in SEO, is obsessing about rank tracking. Ranks fluctuate more frequently than ever before. If you obsessively track them and you are only looking for rankings as an idea if you are doing well or not, then you are tracking the wrong things, and you will end up frustrated if you see good numbers it isn’t an indication that your strategy is working. So make sure you tie a metric back to your main goal to give them weight. Ranking can be a leading indicator, but it has to be measured correctly. Otherwise, we are tracking, for tracking’s sake, a vanity metric. We highly recommend using these KPIs to track the progression of your paid, print, and social media ads that won’t go to waste.


  • Customer satisfaction and net promoter scores – Organizations may see how satisfied customers are with their services and how likely they are to suggest them to others by using customer satisfaction and net promoter scores. Watch for rising or falling numbers.
  • Normal to begin with reaction time – Clients need to feel that businesses care approximately about their issues and necessities, and a great sign of client care is how rapidly a firm reacts to requests or troubles. Nielsen-McKinsey found that clients favored a speedy reaction in case they did not promptly fathom their issue over a moderate reaction that illuminated it.
  • Normal determination time – Consider how long your group can fathom client issues. Indeed if you score exceedingly quickly, to begin with reaction times, dragging out issues, and exchanging the client through numerous ineffectual agents will obstruct any goodwill something else picked up.
  • Customer renewal/retention rates – Businesses spend five to twenty-five times as much money acquiring new clients as they do keeping existing ones. Your company’s ability to retain current clients offers important information about how well you satisfy their needs. This statistic provides important information about organizational success and the bottom line.
  • Employee engagement and retention – Improved motivation, customer service consistency, and the level of care provided by staff who feel valued at their workplace and stay on the job longer. Look at the organization’s turnover rates and personally query employees about their experiences.
  • An average number of active issues – Even though settling issues rapidly remains imperative, track how numerous issues emerge, to begin with, put. Even though no item or commerce demonstration culminates, a tall rate of dynamic issues on a normal premise shows a quality issue, which can also turn clients elsewhere.


Taking after KPIs gives any organization productive information about how well their organization runs, what performs well, and what stands to be moved forward. Selecting the measurements that matter foremost to your organization and announcing needs will give you a clearer picture of trade execution, making a difference so you move forward with confidence. This list isn’t implied to be thorough, and it’s certainly not a one-size-fits-all approach, but ideally, these get you considering and send you within the right heading so you’ll build up firm KPIs for your claim organization. 

Process for Evaluating  a Marketing Investment

Assessment is a vital portion of promoting: it makes a difference in your company’s disposal of ineffectual techniques and creates a generally arrange that makes a difference in constructing your trade. By planning normal assessments of your showcasing arrangement, you’ll spare squandered cash by adjusting or killing campaigns not coming to your target market or earning the desired reaction. As you plan, build instruments to screen each promoting exertion’s victory to make assessment cheaper and simpler.

Check for changes in sales.

Since most promoting endeavors aim to raise deals and benefits, utilize the numbers to a degree of how your campaigns influence client behavior. See at the deals sometime recently a showcasing campaign, amid its rollout and for six months a short time later; keep track of the long-term reaction to screen postponed impacts.

Use a questionnaire

A straightforward and cheap way to assess a marketing procedure’s viability is to talk specifically with buyers by employing a survey. On the off chance, you need to check on how well you’re promoting modern highlights or administrations to existing clients and conversations with clients who have been with your company a few times. To gauge how a marketing campaign has affected client discernment, send out overviews to an arbitrary examination of your target group of onlookers to see how familiar they are with your company. Inquire about unused clients who listened around you to see which of your showcasing procedures is the foremost powerful.

Monitor your progress

Promoting can be utilized to back your by-and large trade destinations, supporting screening your advance towards key trade objectives. At standard interims, conduct an assessment of each objective. If you discover that the advance toward one is slower than the others, your showcasing methodologies for that objective may need to be more effective or sloped up.

Compare your strategy to competitors

If you’re utilizing comparable strategies to competitors, you’ll compare them to discover contrasts in recurrence, quality, substance, and reaction. Note the number of places competitors’ promotions appear, how numerous social media devotees they have, how their benefits changed after a campaign, or how they have changed their other showcasing techniques.

Evaluate the return on investment

Indeed, if your promoting procedures make a difference in attaining your company objectives, they can be unsustainable if they take a toll more than they make. Calculate the fetched of each campaign and the man-hours that go into each venture, and at that point degree that fetched against the campaign’s benefits to decide the return on the venture. In case there’s no alter in benefit, the campaign may not be worth keeping.

How to Measure the Effectiveness of a Marketing Plan

Notwithstanding the industry in which you are doing commerce, showcasing ought to be a major component of your trade arrangement. Promoting is the motor that drives clients to your entryways, and the fuel on which it runs is composed of changing proportions of time and cash. To guarantee this motor is optimized to its best effectiveness, it is imperative to routinely degree the viability of your marketing plan and the campaigns you have outlined to realize your objectives.

Importance of Measuring Marketing Effectiveness

Numerous companies treat their promoting budget as a cost instead of speculation. They spend the apportioned cash without knowing exceptionally much about what their promoting endeavors are returning to them. It is difficult to suppose a company keeps a deals rep who periodically doesn’t make any deals. Still, if you’re not measuring your promoting arrangement, you may be getting a zero return on the money being spent and would not indeed know it. There are a couple of particular ways of measuring the ampleness of your showcasing, but the measurements you utilize need to be tied to your trade objectives. Once you know how your current marketing campaigns are performing, you’ll start to change them as required or do a total update, and after that, decide which strategies are giving you the leading esteem for your money.

Metrics to Measure Marketing Campaign

There are a few diverse ways of measuring showcasing execution, so select the ones best for your current commerce objectives. For illustration, if you have determined to increment your mail pamphlet endorsers, measuring quick return on venture may not make the foremost sense.

Return on Investment Metric

Return on speculation is one of the most excellent ways to degree a promoting arrangement, and numerous businesses utilize this as the sole model. For case, if you went through $1,000 on a showcasing campaign, and it produced $2,000 in benefits from deals, the ROI was $1,000, or 100%.

Cost Per Win Metric

Once you check each bargain as a win, taking a toll per win suggests the taken toll of each bargain. Accept that you made two bargains with an advancing organizer that cost $1,000. The toll taken per win was $500. This may be an incredible metric when comparing two or more exhibiting plans.

Cost Per Lead Metric

Fetched per lead is comparable to the fetched per win estimation, but it measures leads (potential clients or prospects) rather than deals. If you got five leads from a showcasing campaign that fetched $1,000, at that point, the toll taken per lead was $200.

Evaluation Process of a Marketing Plan

A showcasing arrangement is utilized to reach a target showcase with a particular message. As time passes and the commercial center changes, your company’s structure and approach must also alter, reflecting the modern substances in your region of commerce. To keep your showcasing arrangement viably, you wish to assess your promoting programs at least once a quarter to keep them up to date.


As you audit your showcasing arrangement, you would like to assess the item or benefit you’re promoting, concurring with the showcasing specialists on the VPI Methodologies site. Decide on the off chance that the highlights of your item are still important to the commercial center. Look at deal figures to see if the item is picking up or losing notoriety. Venture deals over the coming financial year to see if the company will be able to see a return on the venture from the item deals.


Assess whether or not the message in your showcasing arrangement is successful. Ponder the socioeconomics of the topographical zones where you put your promoting and see if deals are more moved forward than in ranges where you’re not doing a critical amount of showcasing. You’ll be utilizing the off-base medium for your message. Look at your target group of onlookers to see where they discover their data. Your beginning showcasing investigation may have shown that the target gathering of people depended fundamentally on tv for their data. Still, subsequent information may uncover that the Web could be a more successful medium.


Assess whether or not the message in your showcasing arrangement is compelling. Consider the socioeconomics of the geological ranges where you put your publicizing and see in case deals are more made strides there than in regions where you’re not doing a noteworthy amount of promoting. You will be utilizing the off-base medium for your message. Look at your target group of onlookers to see where they discover their data. Your beginning promoting inquiry may have shown that the target gathering of people depended fundamentally on tv for their data. Still, subsequent information may uncover that the Web could be a more compelling medium.


Your showcasing arrangement can offer assistance make future openings for your company by motivating others to converse approximately your item, agreeing to promote master Stuart Ayling on the Site Promoting Arrange site. One of the ways that a promoting arrangement makes a difference for your company is to persuade retailers and clients to freely prescribe your item. If your showcasing isn’t making an industry blend, inquire with clients and retailers about what needs to be added at that point. Once you understand why your promoting arrangement isn’t causing a network of retailers and clients to talk about your item, you’ll be able to make changes that will begin to produce word-of-mouth promotion.