30 Sales, Marketing, and CS KPIs That Leaders Want to See on Your Dashboard

Tracking results can be done in various ways, but the smartest and most impactful method is simple: investing in sales and marketing KPIs aligned with the company’s objectives.

Do you want to better understand how to showcase your results and prove the value of your sector’s strategy to brand leadership?

We have prepared an article full of information to transform how metrics are tracked.

Check it out!

What Are Sales and Marketing KPIs?

KPI stands for Key Performance Indicators.

KPIs are metrics focused on tracking sales generation and business resources.

These metrics monitor progress toward specific goals, many of which are set within the marketing and sales departments.

They help teams in each department measure efforts and resource allocation across different actions and channels, understanding which strategies yield better results—and, most importantly, results that bring the company closer to its overall objectives.

OKRs vs. KPIs

OKRs stand for Objectives and Key Results.

These objectives are outlined to align and document the company’s strategic goals.

As a complement to this results-driven approach, KPIs are used alongside OKRs to define the metrics and numbers that indicate whether and how these objectives are being achieved.

KPIs assist in this process, but an OKR does not necessarily have to be tied to a KPI.

Examples of OKRs

There are OKRs that truly represent relevant objectives for the company, and some examples include gaining market share, securing investments, building and nurturing a lead base, improving customer experience, accelerating sales growth, etc.

On the other hand, there are poor examples of OKRs, such as launching a product, increasing production, or running marketing campaigns…

Notice that all of these are already actions rather than objectives.

Examples of KPIs

A good KPI is one that helps the company achieve its desired objective by measuring progress and results.

To define a good KPI, you first need to understand the objective and how the metrics relate to it.

Some good examples of KPIs include conversion rate, cost per lead, CAC, average ticket size, ROI, ROAS, closing time, and churn rate.

Want to deepen your knowledge of each of these?

Keep reading—we’ll cover them soon!

On the other hand, there are metrics that do not help measure progress; these are known as “vanity metrics.”

📖 Read also: 3 Vanity Metrics That Are Leading Your Business Nowhere

Key Sales, Marketing, and CS KPIs That Leaders Want to See on Your Dashboard

Now, let’s get to what really matters!

We asked Leadster’s leadership team about the must-have KPIs in their respective areas.

Here, we have compiled the 30 most essential KPIs across marketing, sales, and customer success that should be in your dashboards and presentations.

To get a comprehensive view of your business’s performance, tracking all these KPIs together is essential.

But before we dive into the full list, let’s break them down separately for clarity.

Let’s go!

Marketing KPIs

Within marketing, we have sub-areas such as SEO, social media, paid media, branding, and more.

Below are the 11 most important marketing KPIs:

Lead and Opportunity Conversion Rate

Wait—wasn’t conversion rate a sales metric?

Well, this metric is used in both sales and marketing, but with different analyses.

While the marketing funnel focuses on optimizing conversion rates at the top of the funnel (visitors to leads and leads to opportunities), the sales team operates at the bottom of the funnel, converting opportunities into proposals, meetings, quotes, and sales.

Cost per Lead (CPL)

How much does it cost for your company to acquire a lead?

That’s what Cost per Lead (CPL) measures.

To calculate this, sum up all your campaign and lead generation investments and divide them by the number of leads acquired within the same time frame.

Cost per MQL / SQL / PQL

This metric extends CPL by focusing on lead qualification:

MQL (Marketing Qualified Lead): Leads aware of their problem and the types of solutions available but not yet considering specific brands.
SQL (Sales Qualified Lead): Leads closer to purchase, having chosen the type of solution your company offers.
PQL (Product Qualified Lead): Leads who have already tested or accessed a demo of your product/service.

To calculate, follow the same formula as CPL, but apply it to MQLs, SQLs, or PQLs.

Cost per Acquisition (CPA)

Cost per Acquisition measures all the efforts a company makes to acquire a new customer.

This metric is similar to CPL or Customer Acquisition Cost (CAC), depending on how your marketing campaigns define a new acquisition (e.g., form submissions vs. closed sales).

Formula:
CPA = Total Investment / Total Acquisitions (leads, sales, etc.)

Cost per Click (CPC)

Cost per Click (CPC) evaluates the return on your ad campaigns, as you pay each time a user clicks on your ad.

Formula:
CPC = Total Ad Spend / Total Clicks

Return on Ad Spend (ROAS)

ROAS (Return on Advertising Spend) measures the profit generated from paid media campaigns, whether online or offline.

Formula:
ROAS = Revenue from Ads / Ad Spend

Market Share

Market Share is the percentage of sales a company holds within its industry.

Formula:
Market Share = (Company Sales / Industry Sales) x 100

Share of Mind / Share of Voice

This metric measures brand visibility and popularity compared to competitors.

Formula:
Share of Voice = (Brand Visibility / Total Market Visibility) x 100

Brand visibility can be defined by your company, considering relevant indicators such as shares, clicks, mentions, and feedback.

Social Media Reach & Engagement

This measures brand performance on platforms like Facebook, Instagram, Twitter, LinkedIn, TikTok, and more.

Each platform provides insights into follower growth, likes, shares, comments, and clicks to assess engagement levels.

Email Marketing Performance

Email marketing performance should be analyzed through key metrics such as:

Delivery rate
Open rate
Unsubscribe rate
Click-through rate (CTR)
Conversion rate
Forward/share rate

Marketing Revenue Attribution

This metric determines which marketing strategies contribute to sales and how each touchpoint influences the customer’s journey.

Since modern buyer journeys are increasingly non-linear, marketing revenue attribution is becoming a crucial KPI.

Examples of Sales KPIs

After covering all these marketing KPIs, let’s move on to the key sales KPIs.

Here, we present 9 metrics for you to monitor and add to your dashboards.

Conversion Rate by Funnel or Pipeline Stage

As previously mentioned, the sales funnel or pipeline is a continuation of the marketing funnel.

Therefore, the conversion rate here occurs after the lead qualification process, when the lead is ready to be directed to the sales department, which continues the funnel with different commercial approaches.

Thus, conversion can be calculated between the final funnel stages, such as SQL to scheduled meeting, meeting to proposal, proposal to sale, etc.

Conversion Rate by Source Channel

The conversion rate occurs at various points in the buying journey, from converting a visitor into a lead, a lead into a qualified lead, and a qualified lead into a customer.

This metric can be calculated across all these different stages, resulting in an overall conversion rate, analyzed at each funnel stage or even more specifically, analyzed separately to understand which channels are generating the best opportunities.

We emphasize that this is one of the most important metrics for digital marketing and sales.

If you want to learn more about this topic and how to improve your conversion rates, we recommend checking out our full article: “What is Conversion Rate, How to Calculate It, and What is the Ideal Rate?”

Lead Response Time

Lead response time is the average time the sales team takes to respond and follow up with a customer contact, which can occur via email, phone, social media, or even chatbot.

To calculate this KPI, follow these two steps:

Time and/or date of the new lead – Time and/or date of the follow-up response = Response time

Total response time for all leads / Number of leads = Average response time

Customer Acquisition Cost (CAC)

Customer Acquisition Cost is a metric that helps understand the financial health of your company and the results of investments in Marketing and Sales.

CAC is calculated by summing the investments in these two areas and dividing by the number of customers acquired within the same period.

Thus, you can determine the average investment needed to acquire each new customer for your brand.

CAC Payback

CAC payback refers to how long it takes for the investment made to acquire a customer to be recovered by the company.

This KPI helps determine when the investment will return to your business.

To calculate CAC payback, divide CAC by the multiplication of Average Revenue per Account (ARPA) and gross margin percentage:

CAC payback = CAC / (ARPA × Gross Margin)

Return on Investment (ROI)

ROI, or Return on Investment, is one of the most important KPIs for sales and marketing and deserves constant attention and monitoring.

This is because ROI calculates how much money the company gains or loses from its investments.

ROI is mainly monitored in marketing investments, related to the costs of the strategies in this sector.

This allows you and your team to keep track of campaign results, actions, and newly implemented marketing strategies.

Monthly Recurring Revenue (MRR)

Monthly Recurring Revenue (MRR) is an essential indicator for subscription and SaaS companies, as it represents the projected sales revenue from subscription-based contracts.

To calculate this metric, use the following formula:

MRR = Average revenue received × Total number of customers

Average Ticket Size

The average ticket size represents the average amount spent on sales or contracts with a company.

The higher the average ticket size, the greater the revenue per customer.

Understanding the average ticket size and its health depends heavily on the type of product or service sold, their costs, sales seasonality, and profitability objectives.

The calculation formula is:

Average Ticket = Total Revenue / Number of Sales

Read also: Sales Cycle: What It Is, How to Reduce It, and Close Deals Faster?

Closing Time

Another crucial KPI in sales and marketing is the closing time of a sale.

This varies according to the nature of the sales operation—for example, buying an apartment takes significantly longer than purchasing a t-shirt.

Closing time is calculated as the average time taken from the first contact with the brand to the completion of the sale.

Examples of Post-Sales and Customer Success KPIs

To wrap up, let’s look at post-sales and customer success KPIs, which are essential to evaluate how your business is performing after a customer makes a purchase.

Here are 10 more KPIs to track and add to your dashboard.

Lifetime Value (LTV)

LTV, or Lifetime Value, is another KPI related to sales and marketing, as it measures how much a customer spends on purchases or contracts throughout their relationship with your company.

While CAC measures how much your company spends to acquire a customer, LTV calculates how much a customer spends while staying with your company.

This metric is especially important for businesses that operate with recurring revenue or service contracts.

For example, if you offer a subscription service for $100 per month and your average customer stays for 12 months, the average LTV is $1,200.

Time to Value

Time to Value measures how long it takes for new customers to gain value from your product or service.

To measure this KPI, choose one of the following strategies:

Measure the time to upgrade from free to paid plan;
Measure the customer integration time;
Measure the adoption time of new features;
Measure the time to achieve the desired ROI.

Retention Rate

Customer retention rate helps your company understand customer loyalty levels—whether they continue purchasing from your company.

To calculate your retention rate, use the formula:

Retention Rate = ((Customers at End of Period – New Customers) / Customers at Start of Period) × 100

Net Revenue Retention Rate (NRR)

NRR, or Net Revenue Retention Rate, shows the percentage of revenue retained from existing customers over a period.

This metric is crucial for analyzing how well your business is performing financially, tracking customer retention, downgrades, and cancellations.

To calculate this KPI, use the formula:

NRR = (MRR + Expansion Revenue – Churn) / MRR × 100

Gross Revenue Retention Rate (GRR)

GRR, or Gross Revenue Retention Rate, measures the percentage of revenue retained over a specific period.

Unlike NRR, this KPI excludes expansion revenue from the calculation.

GRR = (Monthly MRR – Churn – Downgrades) / MRR at Start of Month × 100

Upsell and Cross-Sell Rates

Upsell and cross-sell rates measure the most qualified leads in your company.

Once you have this data, you can identify which sectors respond well to new product, service, or feature launches.

Churn Rate

Churn rate tracks revenue or customer losses.

This metric relates to customer turnover, and you need to define a time period for measurement.

To calculate churn rate:

Churn Rate = (Lost Customers / Total Customers at Start of Period) × 100

For financial health, new customer acquisition should be higher than churn rate.

MRR Churn

Revenue Churn, or MRR Churn, measures the revenue lost due to cancellations and downgrades.

For MRR churn to occur, a customer doesn’t have to cancel completely—they just need to start paying less.

Logo Churn

Logo Churn, in turn, is the cancellation rate measured by the number of customers lost over a certain period.

In other words, if you lost a paid relationship with 10 customers in October, your Logo Churn for the month is 10.

Net Promoter Score (NPS)

NPS measures the likelihood of customers recommending your product or service to someone else.

The survey uses a recommendation scale from 0 to 10, categorized as follows:

Promoters: 9-10
Passives: 7-8
Detractors: 0-6

Benefits of Defining Sales and Marketing Indicators in Your Company

OKRs and KPIs help achieve the company’s goals and monitor progress and results.

Additionally, if well-implemented, these tools impact the organizational culture and your team’s performance.

Focusing the Team’s Efforts

With clear sales and marketing KPIs, teams know what they are aiming for and how to track the actions and efforts created to reach the defined goal.

Without this clarity, sales and marketing teams often focus on vanity metrics or individual goals, which should be avoided.

Metrics provide a clear target to follow, even during market fluctuations and challenging times.

Creating a Sense of Collective and Individual Responsibility for Results

Defining and monitoring result-oriented metrics fosters healthy competition among sales-related employees. It also encourages collaboration among teams and professionals since achieving the company’s main goal isn’t possible alone.

Increasing Confidence in Leadership by Setting Transparent Goals

When employees understand the type of results they will be accountable for daily, trust in leadership increases—especially when leadership’s success metrics align with the overall team’s success.

How to Create a Sales and Marketing Dashboard?

To build a sales and marketing dashboard, it’s important to first define the most crucial KPIs for your business, from marketing to sales and customer success (CS)—but be objective.

It’s also advisable to define the period to be analyzed in advance.

Additionally, consider the following points:

Define your objective – What will you analyze?
Establish metrics and indicators – Which data align with your objective?
Focus on the right data – Do the collected data correspond to the analyzed period and goal?

What Type of Dashboard Should You Use?

The dashboard should match the audience receiving the information. In other words, who will you be presenting to?

For example, you can choose between:

Dashboard for Chief Revenue Officers (CROs) and Sales Leaders
Dashboard for Sales Managers
Dashboard for Sales Operations Teams
Dashboard for Sales Representatives

Each presentation will have specific data and formatting relevant to its target audience.

How to Choose the Right KPIs for Your Dashboard?

Besides aligning your company’s objectives with the chosen KPIs, always consider:

Importance – What is most significant?
Relevance – What will determine strong performance?
Availability and frequency – How will you measure and track it?

Build Your Sales and Marketing OKRs and KPIs!

Did you enjoy the article we prepared and published about OKRs and KPIs for sales and marketing?

Now it’s time to define (or redefine) your team’s goals and indicators! Here’s some help…

We’ve prepared a framework exploring the key factors in selecting the right metrics:

Objectives – Where does your company need to go?
Result indicators – How will you know that progress is happening?
Initiatives – What actions will help achieve your goals?