About sales-metrics
A framework for sales teams to measure performance and build forecasts, covering leading and lagging indicators, conversion benchmarks, capacity planning, and pipeline health. It also defines forecast categories and revenue and sales-efficiency metrics for setting targets and reviewing results.
Key features
- 01Leading and lagging sales indicators
- 02Stage conversion benchmarks
- 03Sales capacity model
- 04Pipeline health and hygiene rules
- 05Forecast categories and weighting formula
- 06Revenue and sales efficiency metrics
Use cases
- 01Set sales activity and revenue targets
- 02Estimate required leads and opportunities from conversion rates
- 03Review pipeline coverage and progression
- 04Measure acquisition cost and revenue retention
Install
Copy the command and run it in a terminal.
$
npx skills add https:/After installing, type/sales-metricsin Claude Code to confirm it loaded.
Details
From the project READMESales Metrics
Frameworks for measuring and forecasting sales performance.
Leading vs Lagging Indicators
Leading Indicators (Predictive)
| Metric | Definition | Target Setting |
|---|---|---|
| MQLs | Marketing qualified leads | Based on conversion rates |
| SQLs | Sales qualified leads | MQL x MQL-to-SQL rate |
| Opportunities | Discovery completed | SQL × qualification rate |
| Pipeline | Weighted opportunity value | 3-4x quota coverage |
| Meetings Booked | First meetings scheduled | Based on rep capacity |
| Proposals Sent | Active evaluations | Based on demo-to-proposal rate |
Lagging Indicators (Results)
| Metric | Definition | B2B SaaS Benchmark |
|---|---|---|
| Win Rate | Won ÷ (Won + Lost) | 20-30% |
| Sales Cycle | Qualified to Close | 30-90 days (SMB), 90-180 days (Enterprise) |
| ACV | Average contract value | Varies |
| CAC | Total S&M ÷ New customers | < 1/3 LTV |
| LTV:CAC | Customer lifetime value ÷ CAC | > 3:1 |
| CAC Payback | Months to recover CAC | < 12 months |
Conversion Rate Benchmarks
| Stage | Benchmark Range |
|---|---|
| Visitor to Lead | 1-5% |
| Lead to MQL | 10-30% |
| MQL to SQL | 15-30% |
| SQL to Opportunity | 40-60% |
| Opportunity to Win | 20-30% |
Overall Funnel:
- Top of funnel to customer: 0.5-2%
- Outbound response rate: 1-5%
- Cold email reply rate: 3-10%
- Cold call connection rate: 10-20%
Sales Capacity Model
Target Revenue: $X
÷ ACV: $Y
= Deals Needed: N
Deals Needed ÷ Win Rate (25%) = Opportunities Needed
Opportunities ÷ SQL→Opp Rate (50%) = SQLs Needed
SQLs ÷ MQL→SQL Rate (20%) = MQLs Needed
For Rep Planning:
Quota/Rep = $X (typically 4-5x OTE)
Target Revenue ÷ Quota = Reps Needed
Ramp time = 3-6 months to productivity
Activity Metrics (by Role)
SDR Metrics
| Metric | Daily | Weekly | Monthly |
|---|---|---|---|
| Emails sent | 50-100 | 250-500 | 1,000-2,000 |
| Calls made | 40-80 | 200-400 | 800-1,600 |
| LinkedIn touches | 20-40 | 100-200 | 400-800 |
| Meetings booked | 0.5-1 | 3-5 | 15-20 |
AE Metrics
| Metric | Weekly | Monthly | Quarterly |
|---|---|---|---|
| Discovery calls | 8-12 | 35-50 | 100-150 |
| Demos | 5-8 | 20-30 | 60-90 |
| Proposals | 3-5 | 12-20 | 35-60 |
| Closes | 1-2 | 4-8 | 12-24 |
Pipeline Health Metrics
| Metric | Formula | Target |
|---|---|---|
| Coverage | Pipeline ÷ Quota | 3-4x |
| Velocity | (Opps × Win Rate × ACV) ÷ Cycle | Trending up |
| Age | Days in stage | Below threshold |
| Progression | Opps moving forward | 20%+ weekly |
Pipeline Hygiene Rules:
- Close dead opps within 2x average cycle
- Update stage within 48 hours of change
- No opportunities without next step scheduled
Forecasting Framework
| Category | Definition | Weighting |
|---|---|---|
| Closed | Signed contract | 100% |
| Commit | Verbal yes, paperwork in flight | 90% |
| Best Case | Strong signal, proposal accepted | 50% |
| Pipeline | Active, qualified opportunity | 25% |
| Upside | Early stage, unqualified | 10% |
Forecast Formula:
Forecast = Σ(Opportunity Value × Stage Probability)
Revenue Metrics
| Metric | Formula | Why It Matters |
|---|---|---|
| MRR | Monthly recurring revenue | Base health |
| ARR | MRR × 12 | Annual run rate |
| Net New ARR | New + Expansion - Churn | True growth |
| NRR | (Start + Expansion - Churn) ÷ Start | Customer health |
| Gross Margin | (Revenue - COGS) ÷ Revenue | Unit economics |
Sales Efficiency Metrics
| Metric | Formula | Good |
|---|---|---|
| Magic Number | Net New ARR ÷ Prior S&M Spend | > 0.75 |
| CAC Payback | CAC ÷ (ACV × Gross Margin) | < 12 mo |
| Revenue/Rep | ARR ÷ Quota-carrying reps | > $500K |
| Pipeline/Rep | Pipeline ÷ Reps | > 3x quota |
Comments
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