How To Measure B2B Sales: Key Metrics and KPIs To Track

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1. When to track: Continuously to refine follow-up strategies and improve lead engagement “Our research found the optimal number of follow-ups to increase your chances of getting a reply without annoying the prospect. For B2B cold outreach campaigns, 3 email rounds (or 3 total steps in the email sequence — 1 initial email and 2 follow-ups) tend to have the highest reply rates (9.2%).” Contacted-to-booked ratio

   In Email sequences and follow-ups

2. Contacted-to-booked ratio “This measures the amount of contacts that resulted in booked demos or sales calls.” For whom: Businesses relying on booked demos or in-person sales appointments

   In Meeting booking rates

3. Metrics state facts, like “Our sales are $175,000 this month.” They are useful in assessing the company’s movement toward short-term and long-term goals. “What matters is that KPIs are specific metrics connected to company-wide goals or objectives.” KPIs are more actionable than sales metrics, and they tell a story. They are the short-term goals breakdown that you use to track the team’s performance and improve upon it month to month. Sales metrics, on the other hand, are high-level indicators that show a company’s direction and progress toward strategic goals.

   In Metrics

4. How do you pick KPIs that will make sense for your specific case? A rule of thumb is that they should align with your goals. What does success mean for your company? Imagine you have an absolutely fantastic month — how would it look? Would it mean you hit a certain number of sales or got more people in your pipeline? Or maybe some product page on your website blew up in terms of engagement? “Based on these ideals, you will define your central and secondary KPIs and know what metrics to look at.” Sales metrics vs. KPIs

   In Metrics

5. For example, you may need to enhance your demo pitch or find a way to get more highly qualified sales appointments. This is one of the must-have metrics for your sales team. “"As a part of SDR’s work, we keep track of various metrics to measure the effectiveness of email campaigns. These metrics include reply rate, bounce rate, conversion rate (which is the number of initial meetings booked out of the total number of prospects contacted) and overall ROI. (This metric takes into account all costs and revenue generated from the campaign, and helps us determine the overall profitability of the email campaign for our client.)"” Anastasiia Ivaniuk, SDR Team Lead at Belkins

   In Outbound email analytics

6. For whom: All businesses “Formula: (Total amount of time between lead creation and first response for all leads assigned / Total number of leads your team responded to)” When to track: Monthly to keep a prompt response system and to avoid overloading your reps

   In Reply response time