Win More Deals: Top 7 Sales Pipeline Metrics You Can’t Ignore

Published: August 24, 2023 - 11 min read

Julian Alvarado
the top 7 sales pipeline metrics to track

Sales pipeline metrics are more than just buzzwords; they’re the backbone of an effective sales process. However, not all metrics drive results. While some enhance sales strategies and guide reps, others merely offer surface-level insights. 

So, which sales metrics should you prioritize tracking in your CRM? We’ve pinpointed the top seven sales pipeline metrics that genuinely impact growth.

Let’s dive in!

What is a Sales Pipeline?

A sales pipeline represents the stages that a prospect goes through, from initial contact to closing a deal. It’s a visual representation of your sales process, guiding your team through the journey of converting leads into loyal customers.

A well-structured sales pipeline allows you to track and manage each stage of the average sales cycle length, enabling you to optimize your efforts for maximum results.

Importance of Tracking Sales Pipeline Metrics

Effective sales pipeline management goes beyond mere intuition – it’s about data-driven decision-making.

Tracking sales pipeline metrics with dashboards provides you with actionable insights into your team’s performance, enabling you to identify bottlenecks, streamline processes, and allocate resources efficiently.

Top 7 Sales Pipeline Metrics and KPIs to Track

Number of Qualified Opportunities: The count of potential deals that have progressed to pipeline stages where they are considered qualified and likely to convert into customers.

Avg. Deal Size: The average value of deals closed within a specific timeframe, providing insights into deal quality and revenue potential.

Sales Velocity: The rate at which deals progress through various pipeline stages over a specific period of time, underscoring potential bottlenecks and areas for improvement.

Win Rate: The percentage of qualified opportunities that successfully result in closed deals, reflecting the team’s effectiveness in converting leads.

Customer Acquisition Cost (CAQ) to Lifetime Value (LFT) Ratio: The relationship between the cost of acquiring a new customer and their potential lifetime value, indicating efficiency in navigating through the sales funnel and retention.

Average Sales Cycle: The average time it takes for a lead to progress through various pipeline stages, revealing the efficiency of the sales process.

Marketing Qualified Lead (MQL) to Sales Qualified Lead (SQL) Conversion Rate: The percentage of marketing-qualified leads successfully transitioning to sales-qualified leads, showcasing the alignment between marketing and sales efforts.

Number of Qualified Opportunities

Assessing the Number of Qualified Opportunities is key to evaluating your SaaS sales effectiveness. Combined with insights from Customer Lifetime Value (CLV), deals, and leads, it guides refined sales strategies.

Who Owns the Metric

The Sales Development team typically is responsible for this metric, spearheading the early stages of lead engagement.

Tracking Frequency

A weekly review of the number of qualified opportunities is recommended. This ensures a steady stream of qualified leads. If there’s an uptick in unqualified leads, it signals a need for refining the lead qualification process and fostering tighter collaboration between sales and marketing teams.

Free Tracking Template

Download Coefficient’s free Pipeline Creation Dashboard to stay on top of your pipeline. Easily filter your sales activities data by sales team members, sales cycle, time period, opportunity type, or more directly in Google Sheets

Tips to Improve


Effective prospecting is the foundation of a healthy sales pipeline. Invest time in thorough market research to identify potential leads that align with your target customer profile.

Lead Qualification

Train your sales development team to qualify leads based on predefined criteria rigorously. This ensures that only leads with a genuine interest and potential to convert are advanced to the next stages of the pipeline.

Average Sales Cycle

Average Sales Cycle gauges the duration from a lead’s first engagement to the final deal closure. Alongside metrics such as churn rate, it illuminates the effectiveness of a sales process. Grasping this cycle enables businesses to optimize lead management, opportunity volume, and sales outcomes.

Who Owns the Metric

The Sales Operations team typically tracks the Average Sales Cycle, ensuring the sales process’s optimization.

Tracking Frequency

Monthly monitoring of the Average Sales Cycle is vital, allowing for agile adjustments to marketing strategies based on real-time insights.

Free Tracking Template

Coefficient offers a free Average Sales Cycle tracking template designed to connect you to your Salesforce data to track edits and changes over any period.

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Tips to Improve

Sales Automation

Embracing sales automation tools can significantly reduce the time spent on repetitive and administrative tasks. By automating tasks like data entry, follow-up emails, and appointment scheduling, you can expedite the sales process and shorten the overall sales cycle.

Better Communication

Effective communication between your sales and marketing teams is crucial for streamlining the customer journey. When both teams are aligned and well-informed about leads’ interactions, preferences, and pain points, they can collectively work towards a smoother and quicker conversion process.

Optimizing Sales Strategies for SaaS Success

For SaaS companies, leveraging automation tools optimizes sales opportunities and boosts revenue growth. Pipeline analysis in real-time is essential, guiding strategies effectively. Tracking sales opportunities over time, combined with precise pipeline value insights, enables informed decisions. This data-driven approach, coupled with aligned sales and marketing efforts, accelerates conversions in the competitive SaaS realm.

MQL to SQL Conversion Rate

MQL to SQL Conversion Rate evaluates the number of qualified leads transitioning from marketing-driven interest to genuine sales potential. It’s considered a direct reflection of the alignment and collaboration between your marketing and sales teams. It highlights how effectively your marketing efforts are identifying and nurturing leads and how well your sales team is converting those nurtured leads into sales-ready opportunities.

Who Owns the Metric

The ownership of the MQL to SQL Conversion Rate is a joint responsibility shared between the Sales and Marketing teams.

Tracking Frequency

To accurately gauge the effectiveness of lead qualification and handoff processes, it’s recommended to monitor the MQL to SQL Conversion Rate monthly.

Tips to Improve

Lead Nurturing

Develop targeted and personalized lead nurturing campaigns that cater to the specific needs and pain points of different segments. You can increase their readiness for sales engagement by providing valuable content, addressing concerns, and nurturing leads through the various sales pipeline stages.

Tight Sales and Marketing Alignment

Establish a culture of open communication and collaboration between your sales and marketing teams. Regular meetings, shared goals, and clear definitions of what constitutes a sales-qualified lead ensure that both teams are on the same page and working towards a common objective.

Average Deal Size

Average Deal Size measures the average monetary value of the deals successfully closed within a specific time frame. It provides essential insights into the quality and potential revenue generated by individual deals. By understanding the average deal size, you can evaluate the impact of your sales efforts and make more accurate revenue forecasts.

Who Owns the Metric

The ownership of the Average Deal Size metric typically resides within the Sales Leadership team. This team oversees the strategic direction of sales efforts and assesses the value and significance of individual deals.

Tracking Frequency

To capture meaningful trends and make strategic adjustments, it’s advisable to monitor the Average Deal Size metric quarterly. This frequency allows you to identify shifts in customer preferences or market demand and respond accordingly.

Free Tracking Template

Coefficient’s free Salesforce Sales Performance Dashboard tracks key sales performance by year, by quarter, by month, or by week, in a single spreadsheet.

Tips to Improve


Train your sales team to identify opportunities for upselling proactively. Encourage them to understand the unique needs of each customer and effectively communicate the additional value that higher-tier offerings bring. By positioning upsells as solutions that address specific pain points, your team can increase the average deal size.


Create product bundles or packages that combine complementary products or services. By offering customers a comprehensive solution that addresses multiple needs, you can incentivize them to invest in a larger deal size. Bundling not only increases the perceived value of the offering but also encourages customers to explore more extensive options.

Sales Pipeline Velocity

Sales Pipeline Velocity offers insights into the pace at which deals progress through your sales pipeline. It considers the time that leads spend in each stage of the pipeline, helping you identify bottlenecks, inefficiencies, and areas where your sales process can be optimized for quicker conversions.

Who Owns the Metric

The responsibility for tracking and improving the Sales Pipeline Velocity metric typically falls under the purview of the Sales Operations team. These professionals are dedicated to enhancing the efficiency and effectiveness of your sales process.

Tracking Frequency

To ensure a steady and smooth flow of deals through your pipeline, it’s advisable to monitor the Sales Pipeline Velocity metrics monthly. This frequency allows you to identify trends and anomalies in the speed of deal progression.

Free Tracking Template

Coefficient’s free Salesforce Pipeline Analysis Dashboard provides live data insights on key sales metrics, including Pipeline Creation and Sales Velocity. Review monthly metrics like win rates, deal size, and sales momentum seamlessly.

Download it for free today!

Tips to Improve

Sales Training

Continuous investment in training is essential to equip your sales team with the skills, knowledge, and techniques needed to navigate the pipeline efficiently. Regular training sessions can keep them updated on best practices and new strategies, ultimately contributing to faster deal progression.

Streamlining Sales Processes and Ops

Regularly assess and refine your sales processes to eliminate any unnecessary or redundant steps that might slow down the sales cycle. Collaborate with your sales team to identify areas where processes can be streamlined and made more efficient.

Win Rate

Wine Rate is a pivotal KPI measuring the percentage of qualified opportunities successfully converted into closed deals. It offers valuable insights into your sales team’s effectiveness in turning potential leads into paying customers. By calculating the Win Rate, you gain a deeper understanding of your team’s ability to navigate the sales process and close deals successfully.

Who Owns the Metric

The ownership of the Win Rate metric lies within the Sales team. This team is directly responsible for engaging with leads, nurturing relationships, and closing deals. The Win Rate reflects their performance and effectiveness in executing these critical tasks.

Tracking Frequency

To identify trends and make timely adjustments to your sales strategies, it’s recommended to monitor the Win Rate metric weekly. This frequency allows you to respond promptly to any fluctuations and adapt your approaches accordingly.

Free Tracking Template

For your convenience, we offer a free Win Rate tracking template designed to monitor successful conversion rates across teams, individuals, industries, regions, and deal sizes.

Tips to Improve

Effective and Timely Follow-ups

Implement a structured follow-up process that ensures leads are engaged at the right time and in the right manner. By promptly responding to inquiries, addressing concerns, and providing relevant information, you increase the likelihood of successful conversions.

Value Selling

Train your sales team to emphasize the unique value proposition of your products or services. Equip them with the knowledge and skills to address specific pain points and challenges that potential customers may have. By showcasing how your offering meets their needs, you can differentiate your solution and increase conversion rates.

Customer Acquisition Cost (CAQ) to Customer Lifetime Value (CLV) Ratio

The CAC to CLV ratio is a critical financial indicator that measures the relationship between the cost of acquiring a customer and the potential value that the customer brings over their lifetime. It provides a comprehensive picture of the financial efficiency and long-term viability of your client acquisition initiatives. A low CAC: LTV ratio indicates efficient customer acquisition and suggests higher profitability.

Who Owns the Metric

The ownership of the CAC: LTV Ratio metric involves collaborative efforts from the Sales and Customer Success teams. While the Sales team focuses on acquiring customers, the Customer Success team is responsible for retaining and maximizing the value of those customers over time.

Tracking Frequency

To assess the health of your customer acquisition strategy and ensure a balanced approach between cost and potential value, it’s advisable to monitor the CAC: LTV Ratio metric quarterly. This frequency allows you to identify trends and make informed decisions.

Tips to Improve

Better CAC Optimization by Marketing

Collaborate closely with the Marketing team to refine targeting and lead generation strategies. By identifying the most cost-effective channels and optimizing marketing campaigns, you can reduce customer acquisition costs without compromising lead quality.

Regular Feedback Through Customer Success Team

Leverage insights from the Customer Success team to enhance the lifetime value of customers. Identify opportunities for upselling, cross-selling, and implementing retention initiatives that extend the duration and value of customer relationships.

Decoding Sales Pipeline Metrics for Success

Data is essential in sales. By mastering the top seven sales pipeline metrics, you can empower your team to boost efficiency, increase revenue, and close more deals. Each metric provides insights into your sales process, assisting you in making strategic decisions.

Coefficient offers a suite of free dashboards and templates to make tracking sales pipeline metrics a breeze. Get started for free today and see how it seamlessly integrates with your tools and workflows today.

Julian Alvarado Content Marketing
Julian is a dynamic B2B marketer with 8+ years of experience creating full-funnel marketing journeys, leveraging an analytical background in biological sciences to examine customer needs.
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