11 Salesforce KPIs for your Sales Dashboard (incl. SQL code)

Eleni Markou

Sales managers use Sales KPIs for monitoring sales team performance. From decision making regarding strategic planning issues to employees management, sales key performance indicators can directly affect the complexity of your sales process and the cost of customer acquisition thus affecting the company’s ability to gain profit and, in the case of startups, probably attract investors.

To save you some time, we’ve narrowed down a list of commonly used KPIs to the eleven we believe are most important to managing sales teams.

We are going to use data from Salesforce CRM in order to construct appropriate queries for these metrics and visualize their results. After all, what every manager wants is a dashboard with all these indicators so that he can monitor the performance of his team in the blink of an eye.

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1. Total leads created by month

This is one metric that managers most consistently monitor. How are your salespeople contributing to the expansion of your business? This Salesforce KPI presents an absolute number of leads generated each month. A lead is generated when an attempt to contact him is made through email or phone. By monitoring this chart every day a manager can evaluate if his team is getting close to the monthly goals being set or if they are falling behind and react appropriately.  He can also compare month by month performance and catch the overall trends.

select left(date_trunc('month', startdate)::text, 7) , sum(numberofleads::float)
from "sf1-campaign"
group by date_trunc('month', startdate)
order by date_trunc('month', startdate)

Pipeline Metrics & Conversion Rates

The sales pipeline is nothing more than a systematic and visual approach of keeping track of your sales progress. It consists of all the consecutive stages a potential customer passes through until he finally becomes a paying customer.

In the simplest form, it consists of three stages: Lead, Qualified Lead or Opportunity, and Won Opportunity. The velocity of each stage is an indicative benchmark of the results your sales teams currently achieve and their future trends.

Furthermore, by making comparisons with results achieved during the past months a manager can quite easily spot and understand both negative and positive signs resulting in the evaluation of the applied strategies and refinement of them if needed.

2. Total opportunities opened by month

Another important metric, about who are reaching their quota or the percentage of your sales team that hits their number. This KPIs is the absolute number of leads that turned into opportunities each month. A lead turns into an opportunity when it has been qualified through email or phone and has met the sales team qualification criteria.

Since only a small fraction of them are going to finally convert, the largest the number of the generated opportunities, the better it is for your company.

select left(date_trunc('month', startdate)::text, 7) , sum(numberofopportunities::float)
from "sf1-campaign"
group by date_trunc('month', startdate)
order by date_trunc('month', startdate)

total opportunities opened

3. Total Opportunities Won by Month

Of the opportunities your sales team reaches out to, how many convert to customers?  This metric reflects the number of opportunities that turned into paying customers each month. The reason why this indicator is especially important is that through its monitoring you can identify at which point customers tend to drop off more frequently from the pipeline and thus work with your team towards preventing it.

select left(date_trunc('month', startdate)::text, 7) , sum(numberofwonopportunities::float)
from "sf1-campaign"
group by date_trunc('month', startdate)
order by date_trunc('month', startdate)

4. Lead to Opportunity conversion rate

Reflects the percentage of leads that turned into opportunities each month. Keep the sales process moving when you qualify a lead and then convert it to a contact.

select left(date_trunc('month', startdate)::text, 7) ,  100 * sum(numberofopportunities::float)/sum(numberofleads::float)
from "sf1-campaign"
group by date_trunc('month', startdate)
order by date_trunc('month', startdate)

5. Opportunity to Won opportunity conversion rate

Reflects the percentage of opportunities that turned into paying customers each month.

select left(date_trunc('month', startdate)::text, 7) ,  100 * sum(numberofwonopportunities::float)
/sum(numberofopportunities::float)
from "sf1-campaign"
group by date_trunc('month', startdate)
order by date_trunc('month', startdate)

oportunities and won opportunities

6. Average Contract Value

It represents the average value of each sale. By effectively quantifying this value the sales team can get a grasp about how valuable can a potential opportunity be.

SELECT avg(expectedrevenue::float/expectedresponse::float)
FROM "sf1-campaign"
WHERE expectedresponse::float!=0

Outbound Reach

When the leads generated by inbound sales are not enough, your sales team may turn to outbound prospecting. This approach is about deliberately contacting your best potential customers even in the case when they are not aware of your company and its products. Usually, this contact attempt is made via email or phone calls and aims primarily in starting a relationship with the prospective customer.

7. Emails sent

It represents the absolute number of emails sent during the outbound lead generation.

select left(date_trunc('month', startdate)::text, 7) , sum(numbersent::float)
from "sf1-campaign"
group by date_trunc('month', startdate)
order by date_trunc('month', startdate)

8. Outbound calls

It represents the absolute number of calls made during the outbound lead generation.

select count(*)
from "sf1-openactivity"
where CallType = 'NumberOfResponses'

emails and calls by month

9. Number of Opens per Campaign

The email open counter measures the total number of people who open an email from an outbound approach.

SELECT count(emailstatus.TaskID),
       emailmessage.relatedToID
FROM "sf1-emailstatus" AS emailstatus
LEFT JOIN "sf1-emailmessage" AS emailmessage ON emailstatus.TaskID = emailmessage.activityID
WHERE FirstOenDate IS NOT NULL
GROUP BY emailmessage.relatedToID

10. Open rate per campaign

The email open rate measures the percentage of people who open an email from an outbound approach.

SELECT tmp.relatedToID,
       100 * tmp.cnt/numbersent::float
FROM
  (SELECT emailmessage.relatedToID,
          count(emailstatus.TaskID) AS cnt
   FROM "sf1-emailstatus" AS emailstatus
   LEFT JOIN "sf1-emailmessage" AS emailmessage ON emailstatus.TaskID = emailmessage.activityID
   WHERE FirstOenDate IS NOT NULL
   GROUP BY emailmessage.relatedToID)tmp
LEFT JOIN "sf1-campaign" AS campaign ON tmp.relatedToID = campaign.id

11. Number of responses received

The number of receivers who replied out of the total number of send emails.

SELECT id,
       NumberOfResponses as "actual responses",
       expectedresponse::float as "expected responses"
FROM "sf1-campaign"

 

Opens and open rate by campaign

To take away

Once you have data on your Salesforce KPIs you can monitor the important ones that can help you draw useful conclusions regarding the sales approach that works best for the market in which you operate. If you are looking to find a way to have easy access to your Salesforce data check out Blendo and the Salesforce integration or signup for a trial.

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