5 Sales Effectiveness Metrics Every B2B Sales Team Must Be Measuring

Introduction: Why is it necessary to track sales effectiveness?

There are a variety of sales effectiveness metrics that can be tracked to measure the success of a company’s sales team. These metrics provide insights into the overall health of a company and can help identify areas that need improvement.

Companies typically track these metrics on a monthly basis to see how their performance is changing over time. This data is also used to evaluate individual salespeople and their performance against the company’s quota attainment metrics.

1) The Cycle Time for Closed Deals

The Cycle Time for Closed Deals is a measurement of how long it takes for a company to close a deal. The faster the cycle time, the better. This is because the quicker you can close deals, the more deals you can close in a given period of time.

Closing deals faster is something that every company strives for. It can be the difference between being a successful company and a failed one. 

2) The Cycle Time for Lead-to-Closed Deals

Lead-to-closed cycle time is the amount of time it takes for a lead to convert into a closed deal. It can be seen as the amount of time it takes for a lead to go from being just an interest, to making a purchase.

The cycle time for lead-to-closed deals is one of the most important metrics that sales and marketing teams need to keep an eye on. The average cycle time in the U.S. is around 50 days, but this varies depending on industry and company size.

There are many reasons why companies want shorter lead conversion cycles, such as increased revenue and higher customer satisfaction rates, but what really matters is whether or not they can shorten their cycles without sacrificing quality leads and customer satisfaction rates.

3) Number of Closed Deals

Closed deal count metric is a number of closed deals in a given period. It is important to track the number of closed deals because it is a direct measure of a company’s revenue. The number of closed deals can be tracked by looking at the pipeline. A pipeline is a set of potential clients that are in the process of being qualified, and they will eventually become customers if they go through with their purchase. The pipeline metric tracks how many potential customers are currently in this stage and how many potential customers are expected to convert into revenue-generating deals.

4) The Number of Closed Leads in Progress

Tracking closed leads in progress is a metric that is often overlooked. It can be a key indicator of how the sales team is performing.

Tracking the number of closed leads in progress will help you know how many deals are being negotiated and what your current pipeline looks like.

5) Sales Rep Engagement

The importance of tracking sales rep engagement relative to sales effectiveness cannot be understated. We are not just talking about the quality of the conversation, but also how often the rep is contacting a prospect and how long they are spending on each call.

Sales reps that have a higher level of engagement with their prospects will likely see an increase in the number of successful sales that they make.


This list of 5 metrics that B2B sales teams must track is just a basic guide. You may add or change things up depending on what you feel would be a better fit for your business. When tracking these metrics, it is also important to analyze them and share the reports with your sales team in order to see improvements where needed.