metric category
Sales & Pipeline KPIs
Sales and pipeline metrics track the efficiency and health of the revenue generation process, from the first qualified lead through to closed contract and ongoing renewal. They include the recurring revenue metrics (ARR, MRR) that define SaaS business value, the pipeline health metrics (Pipeline Coverage, Win Rate) that predict near-term revenue performance, and the retention metrics (Churn Rate, GRR) that determine long-term revenue durability.
all definitions
All Sales & Pipeline Metrics Definitions (12 KPIs)
Annual Recurring Revenue
ARR
Annual Recurring Revenue (ARR) is the annualized value of all active subscription contract…
Monthly Recurring Revenue
MRR
Monthly Recurring Revenue (MRR) is the total predictable recurring revenue a SaaS business…
Pipeline Coverage Ratio
Pipeline Coverage Ratio measures the total value of qualified pipeline at a given point in…
Win Rate
Win Rate measures the percentage of sales opportunities that are converted to closed-won d…
Sales Cycle Length
Sales Cycle Length measures the average time from when a prospect enters the sales pipelin…
Churn Rate
Churn Rate measures the percentage of customers or revenue lost in a given period due to c…
Quota Attainment
Quota Attainment measures the percentage of sales representatives who have met or exceeded…
Average Contract Value
ACV
Average Contract Value (ACV) is the average annualized revenue per customer contract, used…
Expansion Revenue
Expansion Revenue is the additional recurring revenue generated from existing customers th…
Lead Response Time
LRT
Lead Response Time measures the average elapsed time between when a prospect submits a for…
Product Qualified Lead
PQL
A Product Qualified Lead (PQL) is a free trial or freemium user who has reached a predefin…
Gross Revenue Retention
GRR
Gross Revenue Retention (GRR) measures the percentage of recurring revenue retained from e…
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