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  • Writer's pictureNtende Kenneth

Top sales metrics you should be tracking for your B2B business.


Sales metrics are the key indicators of your sales performance and effectiveness. They help you measure, analyze, and optimize your sales process, strategy, and results. By tracking the right sales metrics, you can gain valuable insights into your sales funnel, customer behavior, sales team productivity, and revenue growth.


But what are the best sales metrics to track for your B2B business? There are hundreds of possible metrics to choose from, but not all of them are relevant or useful for your specific goals and industry.


To help you narrow down your options, we have compiled a list of the top sales metrics that you should be tracking for your B2B business.


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1. Lead Generation Metrics

Lead generation metrics are the metrics that measure how well you are attracting and capturing potential customers for your B2B business. These metrics include:


a) Lead volume: The number of leads that you generate in a given period of time. This metric indicates the size of your sales pipeline and the potential for future sales.

b) Lead source: The origin of your leads, such as website, email, social media, referral, Trembi AI, etc. This metric helps you identify the most effective channels and campaigns for generating leads.

c) Lead quality: The qualification level of your leads, based on their fit, interest, and readiness to buy. This metric helps you prioritize and segment your leads for better follow-up and conversion.

d) Lead conversion rate: The percentage of leads that convert into qualified opportunities or customers. This metric indicates the effectiveness of your lead nurturing and sales process.


2. Sales Activity Metrics

Sales activity metrics are the metrics that measure how well you are engaging and interacting with your leads and prospects. These metrics include:

a) Number of calls/emails/meetings: The number of sales activities that you perform in a given period of time. This metric indicates the quantity and frequency of your sales outreach and communication.

b) Call/email/meeting duration: The average length of your sales activities. This metric indicates the quality and depth of your sales conversations.

c) Call/email/meeting response rate: The percentage of your sales activities that receive a positive response from your leads or prospects, such as a reply, a callback, a booking, etc. This metric indicates the relevance and value of your sales messages and offers.

d) Call/email/meeting success rate: The percentage of your sales activities that result in a desired outcome, such as a qualification, a demo, a proposal, a negotiation, etc. This metric indicates the impact and effectiveness of your sales skills and techniques.


3. Sales Pipeline Metrics

Sales pipeline metrics are the metrics that measure how well you are managing and moving your leads and prospects through your sales stages. These metrics include:

a) Pipeline size: The total value of all the opportunities in your sales pipeline. This metric indicates the potential revenue that you can generate from your current sales opportunities.

b) Pipeline growth: The change in the value of your sales pipeline over a given period of time. This metric indicates the direction and speed of your sales pipeline development.

c) Pipeline velocity: The average time that it takes for an opportunity to move from one sales stage to another. This metric indicates the efficiency and smoothness of your sales process.

d) Pipeline conversion rate: The percentage of opportunities that move from one sales stage to another, or from the first to the last sales stage. This metric indicates the effectiveness and consistency of your sales process.


4. Sales Performance Metrics

Sales performance metrics are the metrics that measure how well you are achieving your sales goals and objectives. These metrics include:

a) Sales quota attainment: The percentage of your sales quota that you achieve in a given period of time. This metric indicates your sales productivity and performance against your sales targets.

b) Sales revenue: The amount of money that you generate from your sales in a given period of time. This metric indicates your sales results and impact on your business growth.

c) Sales growth: The change in your sales revenue over a given period of time. This metric indicates your sales progress and improvement over time.

d) Sales profitability: The ratio of your sales revenue to your sales costs. This metric indicates your sales efficiency and return on investment.


There are many more analytics you can track and to have a full view you can reference this:



In a nutshell, these are the core metrics you can track for your business to help you identify common bottlenecks in your processes.


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