Top 10 Sales Pipeline Metrics Your Team Should Be Tracking in 2023

Top 10 Sales Pipeline Metrics Your Team Should Be Tracking in 2023
  • By Rahul Saini,
    Published on: May 09, 2023
  • Updated on: May 10, 2023
  • Analytics

As a sales leader of an enterprise, you have definitely encountered situations where you are rushing to prepare for your weekly sales meeting, but somehow you don’t have enough time. So, as an alternative to getting loaded with calls, training, and demos, you open your CRM to review your team's progress. But all you find is overwhelming amount of information that does not contain any pipeline metrics and data irrelevant to your goals.

While modern sales teams have access to a plethora of data through sales pipeline software and funnel builders, not all teams have a method for parsing and analyzing this information. The key to success isn't simply collecting data; it's separating valuable insights from extraneous noise.

To help you gain more leads, keep prospects moving through the sales funnel, and close more deals, we will now outline the most important sales pipeline metrics you need to understand and optimize.

Top Sales Pipeline Metrics You Should Track and Optimize

To ensure the health of your sales pipeline, it's crucial to track and optimize certain pipeline metrics that provide valuable insights into your organization. By monitoring these metrics, you can easily gauge your team's performance and make necessary adjustments.

Number of Qualified Leads 

It is one of the most crucial metrics to track. Why? Because it is impossible to close deals without a steady stream of high-quality leads. It's important to monitor both inbound and outbound leads to ensure that your sales team has enough prospects to generate the necessary revenue for business growth.

If you find that you're short on qualified leads for the upcoming quarter, it's important to take immediate action. This is a code-red situation that requires your full attention. Consider investing more in marketing efforts to attract new prospects, coaching your reps on how to maintain an up-to-date contact list, and leveraging prospecting tools to receive real-time alerts about role changes among your prospects.

Utilizing lead-scoring tools can also improve the quality of your leads. These services can automatically analyze various criteria such as location and engagement levels to identify less promising prospects and remove them from your list.

By analyzing these pipeline metrics, you can get a clear idea of how your team is performing. Every metric gives you insights into details about your company that you can tweak and optimize to keep your sales pipeline as healthy as possible.

Average Deal Size

To plan for the future and increase your revenue, it's important to track your average deal size. This metric can help you understand how much revenue each deal generates and develop strategies to boost your deal size.

Your knowledge of the average deal size can also guide you in allocating team resources effectively. 

For example, if 50% of your account executives are working on closing enterprise accounts, but your average deal size is only $5,000, it may not be the best use of your resources. In this case, it may be more effective to shift some account executives to focus on smaller accounts to maximize revenue and optimize your team's performance.

MQL to SQL Conversion Rate

The next crucial pipeline metric you must monitor is the conversion rate of marketing-qualified leads (MQLs) to sales-qualified leads (SQLs). You should not have a significant drop-off between these two stages. Why? Because it indicates a lack of alignment between the sales and marketing teams.

You can this issue to get the sales and marketing teams on the same page. You can do it by having cross-department meetings that include representatives from both teams. By discussing strategies and goals as a unified group, it becomes easier to achieve alignment and improve the conversion rate from MQLs to SQLs.

Win Rate

This metric is crucial to understanding your sales performance. If there is a decline in your win rate, you must take action immediately and improve your sales processes through enhanced sales training, and utilizing better sales enablement tools.

On the contrary, if your win rate is high but your overall sales numbers are not up to the mark, there might be a problem with your marketing strategy rather than your sales approach. If that is the case then you should increase your marketing efforts to attract more leads and generate more opportunities for your sales team. 

Sales By Owner

Sales by owner refer to the number and types of sales made by each individual sales representative. 

By analyzing this pipeline metric, you can identify your top-performing sales reps and gain insights into their strategies and techniques. Talking to these high performers can help you understand what they are doing differently and implement those learnings into your sales training process for the entire team.

Customer Acquisition Cost (CAC)

CAC metric is the best best way understand the true cost of acquiring new customers. It measures the total cost of your sales and marketing efforts to acquire a new customer, and this number to be as low as possible to make a business profitable.

If your CAC is high, it may be time to examine your sales expenses and marketing strategies to identify areas where you can reduce costs. Even small changes like approving business expenses only for prospects of a certain deal size can have a significant impact.

LTV To CAC Ratio

The LTV to CAC ratio measures how effective your customer acquisition efforts are. A ratio of 5:1 indicates that for every dollar spent on customer acquisition, you get five dollars in return in customer lifetime value. 

For SaaS companies, the industry standard for LTV to CAC is 3:1 to stay competitive. If your ratio is 1:1, you are not profitable, and if it's 5:1, you might consider increasing your marketing spend since you have an efficient business that can benefit from more leads.

Customer Lifetime Value

Customer Lifetime Value (CLTV) measures the total value a customer brings throughtout their association with your business. It is a critical metric for ecommerce companies as they rely heavily on recurring purchases from their existing customers. 

If you understand your LTV, you can develop strategies to increase customer loyalty and retention to maximize revenue over time.

Average Sales Cycle

The average sales cycle measures the duration it takes to finalize a deal. By determining your sales cycle length, you can identify deals that are taking too long to close. These are the deals that exceed the average sales cycle length. To speed up these deals, analyze what went wrong and develop strategies to move them forward.

One effective way to accelerate a slow sales cycle is to automate the process of following up with prospects. 

By using a CRM like Sell, representatives can schedule follow-up emails to send automatically at regular intervals. This ensures that prospects are engaged and prevents the risk of losing them due to neglect.

Sales By Customer

Sales by customer measures your total sales based on each customer account. By tracking this pipeline metric, you can identify the accounts that are driving majority of the revenue for your business. 

For example, if most of your revenue is coming from larger businesses, you should shift your focus on targeting more enterprise accounts. With this knowledge, you can plan and hire more enterprise account executives to help grow your business.


To get the most out of these sales pipeline metrics, it's crucial to have them in context. A digital marketing and marketing automation consultancy like Growth Natives can help you customize your pipeline, get visual insights, and analyze data to make informed decisions that help your deals move through the funnel. 

By leveraging the expertise of seasoned professionals, you can streamline your analytical tools to turn vast amounts of data into actionable insights that will help you forecast, analyze and close more deals.

To know more about how Growth Natives can transform your analytical tools into revenue-generating assets, email us at or call at +1 855-693-4769.

Author Box

Rahul Saini

Rahul Saini is a published author of three books, brand storyteller, and marketing specialist with experience across multiple industries like manufacturing, IT, and publishing. He is an intellectually curious, and creative person who loves to tell stories, read books, and write fiction.


Performance metrics are used to measure and track the performance of a business or organization. By using performance metrics, you can identify areas that need improvement, track progress towards goals, and make data-driven decisions to optimize performance.

The best sales pipeline metrics to track depend on your specific business goals and sales process. However, some common metrics include lead-to-opportunity conversion rate, opportunity-to-close ratio, average deal size, and customer acquisition cost.

Performance metrics are important because they provide objective data on the performance of a business or organization. By tracking performance metrics, you can identify areas that need improvement, make data-driven decisions to optimize performance, and measure progress toward goals.

Pipeline metrics are a set of performance metrics used to measure and track the progress of sales opportunities through the sales pipeline. These metrics can provide insight into the health of your sales pipeline and help you identify areas for improvement.

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