RevOps Metrics are the common Key Performance Indicators (KPIs) that the RevOps function uses to predictably manage and scale revenue.
FACT
Account
Dimensions
Dimensions are ways to drill-into/breakdown the metrics by particular segmentations.
Agent/Rep
Breakdown the metrics by the performance of individual sales reps
Channels
Breakdown the metrics by the performance of individual marketing channels, or Lead Sources.
Periods
Periods are the time segments that you can aggregate the metrics by:
- All Time
- Daily
- Weekly
- Monthly
- Quarterly
- Yearly
Metrics List
Active Account Age
The length of time a customer account has been actively engaged with the business.
Example: An active account that has been purchasing products for two years has an active account age of two years.
Active Accounts
Customer accounts that are currently engaged and generating revenue.
Example: A company has 200 active accounts that are regularly making purchases or utilizing services.
Active Deals
Sales opportunities currently in the pipeline that have not yet been closed or lost and are not New. that are outside their first aging cohort (first month, week or day of being open).
Example: If your sales pipeline has 50 active deals in various stages, these represent ongoing sales efforts.
Account Lifetime Value
The total revenue a business expects to earn from a customer account over the duration of their relationship.
Example: If an account generates $50,000 annually and is expected to stay for three years, the account lifetime value is $150,000.
This is also commonly referred to as Customer Lifetime Value or Total Lifetime Value
Average Sale Price
The average amount of revenue generated per sale or transaction.
Example: If a business had 50 sales totaling $500,000, the average sale price would be $10,000.
Churned Accounts
Customer accounts that have discontinued their relationship or ceased purchasing.
Example: The company lost 10 churned accounts last month, indicating a need to investigate customer retention strategies.
Churn Rate
The percentage of customer accounts lost over a specific period.
Example: If a business loses 5 out of 100 customer accounts in a month, the churn rate for that month is 5%.
Closed Deals
Deals that have been finalized and either won or lost.
Example: A sales team closed 30 deals this month, including both successful sales and those that did not materialize.
Conversion Rate
The percentage of deals that convert into customers or completed sales. Also known as Win Rate.
Example: If 200 deals were generated and 40 of them became customers, the conversion rate would be 20%.
Lost Deals
Deals that were not successfully won and resulted in no sale.
Example: The sales team lost five deals last quarter, indicating missed opportunities that did not convert into sales.
New Deal Flow
The number of new sale opportunities (deals) entering the pipeline in a specific period.
Example: Marketing added 20 new deals in January into the pipeline, representing new business opportunities generated.
New Value
The total revenue potential from newly acquired customers or deals within a specific period. New Value is calculated as New Deals * Average Sale Price * Conversion Rate.
Example: If 10 new deals were added, and our average sale price is $10,000, and our conversion rate is 50%, then we added $50,000 in New Value.
Open Deals
Deals that are still being worked on and have not yet reached a final decision.
Example: The sales team is currently managing 25 open deals that are under negotiation.
Originated to Churned Ratio
The ratio of new customer accounts acquired to the number of accounts lost within a specific period.
Example: If 20 new accounts were originated and 5 accounts churned in a quarter, the originated to churned ratio is 4:1.
Remaining Lifetime Value
The estimated future revenue expected from an active customer account over the remaining period of their relationship.
Example: If an account is expected to generate $10,000 per year for the next three years, and the account has already paid $10,000, then the remaining lifetime value is $20,000.
Time to Close
The average duration in days it takes to move a deal from qualified to closed.
Example: If it takes an average of 30 days to close a sale from initial contact, the time to close is 30 days.
Won Deals
Deals that were successfully closed won, resulting in a sale.
Example: The team secured 10 won deals last month, generating significant new revenue.
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