Sales KPI examples, with the formula for each

Clients at the end, less new clients, over clients at the start, with gross and net revenue retention beside it.

Customers lost over customers at the start, logo against revenue churn, monthly to yearly, and split by rep.

What one new customer costs: sales and marketing costs divided by customers won, with the costs teams leave out.

Revenue from won deals over deals won, the large deal that skews it, and the deal count your target needs.

Days from first meeting to signature across deals won, mean against median, and how long is too long.

Open deal value at each stage, times your own win rate from that stage, with pipeline coverage beside it.