40 Revenue KPIs Every B2B Company Should Track

Most revenue teams are flying blind. They track vanity metrics like "total leads" or "email open rates" while missing the signals that actually predict revenue performance.

After building dashboards for 50+ B2B companies, we've identified 40 KPIs that separate high-performing revenue teams from those just going through the motions.

Why Most KPI Dashboards Fail

Here's the problem: Teams confuse activity with progress.

• Sales makes 200 calls → but conversion rate is 0.2%
• Marketing generates 5,000 leads → but only 10 become customers
• Support answers 1,000 tickets → but churn stays at 8%

Activity metrics make you feel productive. Revenue metrics tell you if you're actually making money.

The 40 KPIs Framework

We break revenue KPIs into 5 categories:

1. Pipeline Health (8 KPIs)

• Pipeline Coverage Ratio — Pipeline value ÷ revenue target (should be 3-5x)
• Average Deal Size — Total revenue ÷ number of deals closed
• Sales Cycle Length — Days from first touch to closed-won
• Win Rate — Closed-won deals ÷ total opportunities
• Pipeline Velocity — (# opportunities × win rate × avg deal size) ÷ sales cycle length
• Stage Conversion Rates — % moving from stage to stage
• Time in Stage — Days spent in each pipeline stage
• Pipeline Leak Rate — % of deals lost at each stage

2. Lead Generation & Conversion (10 KPIs)

• MQL to SQL Conversion — % of marketing-qualified leads that become sales-qualified
• SQL to Opportunity Conversion — % of SQLs that become opportunities
• Lead-to-Customer Rate — % of leads that become customers
• Cost Per Lead (CPL) — Marketing spend ÷ total leads
• Cost Per Acquisition (CPA) — Marketing + sales spend ÷ new customers
• Lead Response Time — Time from lead submission to first contact
• Lead Source Performance — Conversion rates by source (paid ads, organic, referral)
• Marketing Attribution — Revenue attributed to each campaign/channel
• Form Conversion Rate — Website visitors who submit forms
• Demo Show Rate — % of scheduled demos that actually happen

3. Sales Performance (8 KPIs)

• Quota Attainment — % of reps hitting their quota
• Revenue Per Rep — Total revenue ÷ number of reps
• Activities Per Day — Calls, emails, meetings per rep
• Email Response Rate — % of outbound emails that get replies
• Meeting-to-Opportunity Rate — % of discovery calls that become opportunities
• Proposal-to-Close Rate — % of proposals that close
• Average Discount % — How much you're discounting deals
• Ramp Time — Time for new reps to hit full productivity

4. Customer Success & Retention (8 KPIs)

• Customer Churn Rate — % of customers lost per month
• Revenue Churn Rate — % of revenue lost from churned customers
• Net Revenue Retention (NRR) — (Starting MRR + expansion - churn) ÷ starting MRR
• Gross Revenue Retention (GRR) — % of revenue retained (excluding expansion)
• Expansion Revenue — Upsells + cross-sells from existing customers
• Customer Health Score — Weighted score based on engagement metrics
• Time to Value (TTV) — Days from signup to first value delivered
• Support Ticket Volume — # of tickets per customer per month

5. Financial Metrics (6 KPIs)

• Customer Lifetime Value (LTV) — Average revenue per customer over their lifetime
• LTV:CAC Ratio — Lifetime value ÷ customer acquisition cost (should be 3:1 or higher)
• Payback Period — Months to recover CAC
• Monthly Recurring Revenue (MRR) — Predictable monthly revenue
• Annual Recurring Revenue (ARR) — MRR × 12
• Burn Multiple — Net burn ÷ net new ARR (lower is better)

How to Actually Implement This

Don't try to track all 40 at once. Here's the prioritization framework we use:

Phase 1: Pipeline Foundation (Week 1-2)

Start with the 5 metrics that impact revenue most directly:

1. Pipeline coverage ratio
2. Win rate
3. Average deal size
4. Sales cycle length
5. Pipeline velocity

Phase 2: Lead & Conversion Tracking (Week 3-4)

Add lead funnel visibility:

1. MQL → SQL conversion
2. SQL → Opportunity conversion
3. Lead-to-customer rate
4. Cost per acquisition

Phase 3: Retention & Expansion (Month 2)

Once new revenue is visible, focus on keeping it:

1. Customer churn rate
2. Net revenue retention
3. Expansion revenue
4. Customer health score

The Dashboard We Actually Use

Our RevOps Dashboard tracks all 40 of these KPIs in real-time, pulling data from HubSpot, Salesforce, Pipedrive, or your CRM of choice.

We built it because most analytics tools give you data, not answers. This dashboard tells you:

• Which stage is leaking the most deals
• Which lead sources convert best
• Which reps need coaching vs. more leads
• Where to invest next quarter's budget

Common Mistakes to Avoid

1. Tracking Too Many Metrics

More dashboards ≠ better decisions. Start with 10 core metrics, then expand once those are dialed in.

2. Ignoring Benchmarks

Knowing your win rate is 15% is useless without context. Is that good or bad for your industry? Your deal size? Your sales cycle?

3. Not Acting on the Data

Dashboards are pointless if you don't have a process to review them weekly and adjust strategy.

Next Steps

If your CRM dashboard doesn't include these metrics, you're making decisions based on incomplete data.

Want help building this into your CRM? Book a revenue systems audit and we'll show you exactly which KPIs to track—and how to automate the entire reporting process.