Sales team KPIs are the measurable numbers a manager uses to see whether the team is hitting its plan and where revenue is leaking. A basic set covers plan attainment, conversion across the funnel stages, average deal size, speed of reply to a new lead, and the number of active deals per rep. Everything else is added to fit the specific sales model.
Which KPIs to set for a sales team
It helps to split the numbers into two groups. The first is outcome: revenue, plan attainment, margin, and average deal size. The second is activity, the things a rep controls every day: calls and meetings, lead to deal conversion, speed of first reply, and the share of overdue tasks. Outcome metrics tell you whether you hit the target, activity metrics explain why.
- revenue plan attainment for the period;
- conversion at the key funnel stages;
- average deal size and margin;
- speed of first reply to an inbound lead;
- number of active deals and overdue tasks.
A rep and a head of sales need different sets. A rep owns their own deals and activity, while the head owns plan attainment for the whole team, forecast accuracy, and a fair spread of workload across people.
Keep it simple: no more than four or five KPIs per person. With ten metrics a person stops knowing what they are actually judged on and starts working for the report instead of the result.
How to calculate and track KPIs
The single source of truth for these numbers is the CRM. In Bitrix24 the funnel is split into stages, robots log what reps do, and reports and dashboards pull the figures automatically and in real time. Without a CRM the data is stitched together by hand in spreadsheets and is already stale by the time the report is ready.
Numbers from the CRM alone do not measure call quality. To see what actually happens in conversations with clients, teams add speech analytics for calls on top of the quantitative KPIs: it shows whether reps follow the script and at which point clients drop off. Setting up the funnel, reports, and calculation rules in Bitrix24 is billed at 3,900 RUB per hour, with ongoing support in packages from 19,500 RUB.
Common mistakes
The first mistake is too many metrics at once. The second is tying a KPI to revenue alone: reps then cherry pick quick wins and abandon the long deals that bring most of the profit. The third is KPIs that are not linked to pay, so people simply ignore them. The fourth is counting by hand, which leaves the manager and the rep with different figures. A working KPI is clear to the person, counted automatically, and connected to income.