Sales KPI Template: 16 Sales KPIs with Formulas
Pick up to eight sales KPIs from a list of 16, such as revenue, quota attainment, win rate, pipeline coverage and sales cycle length, and enter the target and actual for the period. The sheet shows the percentage of target and whether each KPI is on target, close or behind, with formulas and actions. Free.
Name the team and the period, then choose a KPI in each row and enter its target and actual. Percentages, days and ratios can be typed as plain numbers. For KPIs where lower is better, such as sales cycle length, cost per customer and churn, a result below target counts as good. The draft is kept in this browser until you start over.
Sales KPI examples and formulas
| KPI | Formula |
|---|---|
| Revenue (closed won) | Sum of deals closed won in the period |
| Quota attainment | Closed won ÷ quota × 100 |
| Average deal size | Closed won revenue ÷ number of deals won |
| Pipeline value | Sum of open opportunities |
| Pipeline coverage | Open pipeline ÷ quota still to close |
| Sales velocity (per day) | Opportunities × win rate × average deal ÷ sales cycle in days |
| New opportunities | Opportunities created in the period |
| Win rate | Deals won ÷ (deals won + deals lost) × 100 |
| Lead-to-opportunity rate | Opportunities created ÷ leads × 100 |
| Sales cycle length (lower is better) | Average days from opportunity created to closed won |
| Calls made | Outbound calls logged in the period |
| Meetings booked | First meetings or demos booked in the period |
| Customer acquisition cost (lower is better) | Sales and marketing cost ÷ new customers |
| Customer churn rate (lower is better) | Customers lost ÷ customers at the start × 100 |
| Net revenue retention | (Starting revenue + expansion − contraction − churn) ÷ starting revenue × 100 |
| Customer lifetime value | Average revenue per customer × gross margin ÷ churn rate |
Example
A mid-market sales team tracks six KPIs for Q4 2026. Revenue is 393,000 against a 420,000 target: 393,000 ÷ 420,000 = 93.6%, close to target. Win rate is 33% against 30%, on target at 110%. The sales cycle took 52 days against a 45-day target, so 45 ÷ 52 = 86.5%. Pipeline coverage is 2.2× against 3×, only 73.3% and behind. In total 2 of 6 KPIs are on target and 1 is behind. Click Load example to see the full sheet.
Status: on target, close or behind
| Share of target | Status |
|---|---|
| 100% or more | ✓ On target |
| 80% to 99.9% | ~ Close |
| Below 80% | ✗ Behind |
Start the review with the KPIs that are behind and ask which driver explains them: low pipeline coverage today means missed revenue next quarter. Compare reps with the sales rep scorecard, check how much pipeline you need with the pipeline coverage calculator and see how the drivers combine with the sales velocity calculator.
Frequently asked questions
What are sales KPIs?
Sales KPIs (key performance indicators) are the few numbers a sales team uses to see whether it is on track: results such as revenue and quota attainment, and the drivers behind them such as pipeline, win rate, sales cycle and activity. Each KPI has a formula, a target and an owner.
What are the most important sales KPIs?
Revenue against target and quota attainment show the result. Win rate, average deal size, sales cycle length and pipeline coverage explain it. Activity KPIs such as meetings booked lead it. Teams that keep customers add churn rate and net revenue retention.
How many KPIs should a sales team track?
Five to eight for a team is usually enough to manage by; more and nobody remembers them. Mix one or two result KPIs with the drivers you can act on this month, and keep the rest as reports rather than targets.
How do I calculate the percentage of target?
Divide the actual by the target and multiply by 100: 393,000 of a 420,000 target is 93.6%. When lower is better, such as sales cycle length or customer acquisition cost, divide the target by the actual: a 45-day target and a 52-day cycle is 86.5%.
What is the difference between a KPI and a metric?
Every KPI is a metric, but only a few metrics are KPIs. A metric is anything you can measure; a KPI is a metric tied to a goal, with a target and someone responsible for it. Calls made is a metric; meetings booked against a weekly target can be a KPI.
Is what I type stored or sent anywhere?
No. The KPI sheet is built in your browser and the draft is saved only in this browser so you can come back to it. Nothing you type is sent to SalesBond or anyone else. Click Start over to clear it.
Related tools: sales rep scorecard, pipeline coverage calculator, sales velocity calculator. More on sales and running a sales team on the SalesBond blog and the home page.
Official sources
- Wikipedia, Performance indicator — what a KPI is and how to choose one.
- Wikipedia, Sales management — sales targets, pipeline and team performance.
- Wikipedia, Customer acquisition cost — sales and marketing cost per new customer.
Updated on Nov 6, 2026. This calculator is for information only and is not tax, legal or payroll advice. The status bands (on target from 100% of target, close from 80%) are a common convention; set your own targets for each KPI.
