Key Metrics for Revenue Operations to Track
Updated: Feb 28
The Top KPIs for Each GTM Team to Add to Their Salesforce Dashboards and Why They're Important
How Do You Measure Revenue Operations?
There are certain things that can help you understand how well a business is doing when it comes to bringing in revenue. These are called "metrics" or "key performance indicators (KPIs)." KPIs help you see how many people are interested in what you're selling, how quickly you're able to make a sale, or how many, and can help you catch mistakes being made along the way.
To track these things, we look at different data points. Below, are the most critical metrics your revenue operations analysts need to track and report on using Salesforce Dashboards (or other CRM dashboards) for your Marketing, Sales, and Customer Success teams:
7 Marketing Metrics for RevOps to Track
Total Lead Volume
Qualified Lead Volume
Lead-to-Customer Conversion Rate
Website Session to Contact Rate
1. Website Traffic
Marketing teams should measure Website Traffic to see how many people are visiting their website and where they are coming from. Tracking this helps marketing see which efforts are the most successful at driving traffic to your website. Your marketing team can then use this data to optimize the site and reach more people. Additionally, tracking website traffic can help your team understand the size and demographics of your audience, and create more targeted marketing campaigns.
2. Total Lead Volume
Lead Volume should be measured to see how many people are interested in your products or services. You can then see which marketing efforts are working the best and adjust your strategy accordingly. This will help you bring in even more customers and grow your business.
3. Qualified Lead Volume
Measuring Qualified Lead Volume will help you see how many leads meet certain criteria that make them more likely to convert into paying customers. By tracking this metric, you can identify which marketing channels are most effective at generating high-quality leads, optimize marketing efforts, and make sure you’re targeting the right people with the right messages. Overall, tracking Qualified Lead Volume can help your team understand demand among your target audience and make more informed decisions about marketing budget and strategy.
4. Lead-to-Customer Conversion Rate
Tracking Lead-to-Customer Conversion Rate helps you identify any issues that may be causing leads to drop off and take steps to improve the user experience and increase the likelihood of conversion. Your marketing team can then use this information to enhance efforts for better results. In general, tracking Lead-to-Customer Conversion Rate can help your marketing team get a better understanding of how your target audience perceives your products or services and make better informed decisions.
By monitoring this metric, you can see which marketing efforts are the most cost-effective at generating leads and allocate your resources accordingly. This helps optimize your marketing budget and make sure you are getting the most out of your marketing spend. Tracking Cost-per-Lead can also help your team compare the effectiveness of different marketing channels and strategies, and make better decisions about where to focus efforts.
Marketing teams should measure Cost-per-Acquisition to see how much it costs to acquire a new customer. By tracking this metric, your team can see which marketing efforts are the most cost-effective at driving conversions and where you should be spending money.
7. Website Session-to-Contact Rate
Your Marketing team should measure Website Session-to-Contact Rate to see how well you’re able to convert website visitors into leads. With this information, you can identify any issues that may be causing visitors to leave the website without contacting you, so you can take steps to improve the user experience and increase the likelihood of conversion.
“Most websites average between a 0.20 to 1 percent rate. Well optimized websites with high conversion rates can sometimes reach 2 percent or higher.” - Source
11 Sales Metrics for RevOps to Track
Average Deal Size
Number of Deals
Employee Onboarding Ramp Time
Client Onboarding Ramp-Up
Number of Touches Before Connecting
Number of Touches Before a Demo
Number of Touches Before Closing New Business
Customer Acquisition Cost (CAC)
1. Close Rate
Tracking Close Rate lets you see how often you are able to successfully close deals with prospects. By tracking this metric, you can identify any issues that may be causing delays in closing deals and take steps to improve your sales process.
2. Average Deal Size
Sales teams should measure Average Deal Size to see how much money you’re able to make from each sale. By tracking this metric, you can identify any issues that may be causing deal sizes to be smaller than expected and take steps to improve your sales process.
3. Number of Deals
Measuring Number of Deals will help you track your progress and see how many deals you have closed or are in the process of closing. It can help you set goals and targets for yourself or your team. You can then use this information to identify trends and patterns in your sales process or spot potential issues or areas for improvement in your sales strategy.
4. Deal Velocity
Deal Velocity helps you see how quickly you are able to close deals with prospects. By tracking this KPI, you can identify any issues that may be causing delays in closing deals and take steps to improve your sales process. The faster you can close deals the more time your team will have to spend on other opportunities.
5. Employee Onboarding Ramp Time
You should measure Employee Onboarding Ramp Time to see how long it takes new employees to become fully productive members of your team. Tracking this allows you to identify any issues that may be causing delays in onboarding and take steps to improve the process. This helps you get new hires up to speed faster, which can improve team productivity and overall performance.
6. Client Onboarding Ramp-Up
If you measure Client Onboarding Ramp-Up, you can see how long it takes new clients to become fully productive users of your product. Following this metric helps you identify any problems that may cause delays in onboarding and find ways to improve the process. Measuring this metric can help you get new clients up to speed faster, which can improve overall satisfaction and retention.
7. Number of Touches Before Connecting
Measuring Number of touches Before Connecting lets you see how many times you need to reach out to a prospect before they’re willing to connect with you. Tracking this KPI helps you identify any issues that may be causing delays in connecting with prospects in case you need to take steps to improve your outreach efforts.
8. Number of Touches Before a Demo
You should track Number of Touches Before a Demo to see how many times you need to reach out to a prospect before they are willing to schedule a demo with you. By measuring this metric, you can identify any issues that may be causing delays in scheduling demos and take steps to improve your team’s outreach efforts.
9. Number of Touches Before Closing New Business
It’s useful to track Number of Touches Before Closing New Business to see how many times you need to reach out to a prospect before they are ready to make a purchase from you. If you measure this metric, it could help you uncover any issues that may be causing delays in closing new business and take steps to improve your team’s prospecting and outreach steps.
10. Sales Forecasting
HubSpot's definition of Sales Forecasting is, “What a salesperson, team, or company will sell weekly, monthly, quarterly, or annually.”
You should measure Sales Forecasting to see how accurately you are able to predict future sales. This will aid you in identifying any issues that may be causing forecasting errors so you can take steps to improve your forecasting process. Ultimately, you’ll be able to make more accurate predictions and make well-informed decisions about sales strategy and budgeting.
11. Customer Acquisition Cost
Sales should measure Customer Acquisition Cost (typically referred to as CAC) to see how much it costs to get a new customer. Analyzing CAC empowers you to see which efforts are the most cost-effective at driving conversions, so you can optimize your budget and get the most out of all your team’s efforts.
“Improving Customer Acquisition by 1% will result in a 3.32% increase in bottom-line revenue while keeping Churn Rates low at the same time.” - Source
6 Metrics Customer Success Teams Must Track
Cross-Selling & Upselling Rate
Lifetime Value (LTV)
Up for Renewal
1. Cross-Selling & Upselling Rate
Customer Success teams measure Cross-Selling and Upselling rates to see how successful they are at selling additional products or services to existing customers. Tracking this will help you identify any issues that may be causing low cross-selling and upselling rates and take steps to improve the customer experience. Additionally, tracking Cross-Selling and Upselling rates helps you compare the effectiveness of different customer success approaches and identify best practices to share with the rest of the team.
2. Churn Rate
Track Churn Rate to see how many of your customers stop using your products or services. By looking at this metric, you can identify any issues that may be causing customers to churn and take steps to improve the customer experience. This can help you retain more customers. Furthermore, monitoring churn rate can allow you to compare the results of various customer success strategies and discover proven techniques to share with the team.
3. Retention Rate
Retention Rate is a measure of how many customers continue to use a product or service over a certain period of time. It's important to track because it'll help you understand how well you're keeping your customers. By tracking retention rate, you can identify any issues that might be causing customers to leave so you can work together to fix those problems and keep customers happy.
4. Profit Margin
You should measure Profit Margin to see how much money your business is making after subtracting the costs of producing and selling your products or services. By tracking this KPI, you can identify any issues that may be causing profit margins to be lower than expected and take steps to improve your business's financial performance. In essence, tracking Profit Margin can help you compare the effectiveness of different business strategies and identify best practices to share with the rest of the team.
5. Lifetime Value (LTV)
Tracking Lifetime Value allows you to see how much money a customer is likely to spend on your products or services over the course of their relationship with your business. Analyze this metric to help you identify any issues that may be causing Lifetime Value to be lower than expected and take steps to improve the customer experience. Also, it can help you compare the effectiveness of different customer success approaches and identify best practices to share with the rest of the team.
6. Up for Renewal
Tracking Up for Renewal is important for customer success teams because it helps them understand how many customers are coming up for contract renewal. This is important because it gives the team an opportunity to reach out to these customers and make sure they are happy with your product or service. If the customer is happy, they might decide to renew their contract and continue using the product or service, if they're not, the team will have a chance to try and fix any issues in order to keep them as a customer.
In order to make sure your RevOps team is effectively working towards common objectives and maximizing profits, it’s necessary to track these metrics so the team can identify any issues and address them promptly to maintain the smooth operation of the business. Ultimately, by carefully tracking these key performance indicators, the team can contribute to the success of the organization. A Certified Salesforce Partner like the RevOps Rangers can aid you in setting up tracking for these metrics and all of your Salesforce needs to best serve your team's goals.