Tracking activity without conversion
Dials alone tell you effort, not effectiveness. Always pair a volume KPI with the conversion rate that follows it.
Free sales template
Sales KPI dashboard template
Sales KPIs are the handful of numbers that tell you, every week, whether activity is turning into meetings, pipeline and revenue. This dashboard template lists the SDR, AE and leadership KPIs worth tracking, the formula for each, a place for your target and owner, and Nousu's published benchmarks where we have them.
What it is and when to use it
A sales KPI dashboard is a single view, usually one screen, of the measures that predict revenue. It is not a list of everything the CRM can report. A dashboard with 40 metrics gets glanced at; one with 12 gets used in the Monday meeting.
The template is split into three layers. SDR KPIs measure the top of the funnel: dials, connects, conversations, meetings booked and held. AE KPIs measure what happens to those meetings: opportunities, pipeline, win rate, deal size and cycle length. Leadership KPIs roll it up: pipeline coverage, sales velocity, revenue against target and cost per qualified meeting.
Each layer has leading and lagging indicators. Revenue is lagging: by the time it is short, the quarter is gone. Decision-maker conversations per week is leading: if it drops in week two, you can fix the list or the opener before the meetings dry up.
Who uses it
Sales managers
Run the weekly team meeting from it, spot the stage that is slipping and coach to that stage.
SDRs
Track your own activity and conversion against target daily, so you know whether to fix volume or quality.
Founders
Check the leadership layer weekly to see whether the number is on track without reading every deal.
The sales kpi dashboard template
Every section and column, with what to write in each. Use the fill-in version below to type straight into it and copy, print or download the result.
1. SDR KPIs
Measure weekly per SDR and for the team. Benchmarks are Nousu's published all-dials averages; replace them with your own once you have four to eight weeks of data.
| KPI | Formula | Your target | This week | Owner |
|---|---|---|---|---|
| Dials | Outbound call attempts | Per SDR per day | Number | SDR |
| Connect rate | Connects / dials | Nousu benchmark: 14% | Percentage | SDR |
| Decision-maker conversation rate | Conversations with the right person / dials | Nousu benchmark: 6% of dials | Percentage | SDR |
| Meeting rate | Meetings booked / decision-maker conversations | Nousu benchmark: 22% | Percentage | SDR |
| Meetings booked per 100 dials | Meetings booked / dials x 100 | Nousu benchmark: 1.3 | Number | SDR manager |
| Show rate | Meetings held / meetings booked | Nousu range: 75% to 85% | Percentage | SDR |
| Qualified meetings held | Held meetings that meet the agreed definition | Per SDR per month | Number | SDR manager |
| Positive reply rate (email) | Positive replies / emails delivered | Set your own | Percentage | SDR |
2. AE KPIs
| KPI | Formula | Your target | This week | Owner |
|---|---|---|---|---|
| Meeting to opportunity rate | Opportunities created / first meetings held | Nousu published: 50% of phone-sourced meetings | Percentage | AE |
| Pipeline created | Sum of new opportunity value | Per AE per month | Dollar value | AE |
| Win rate | Closed won / (closed won + closed lost) | Your trailing 12 months | Percentage | AE |
| Average deal size | Closed won value / closed won deals | Your trailing 12 months | Dollar value | AE |
| Sales cycle length | Average days from opportunity created to closed won | Your trailing 12 months | Days | AE |
| Stage conversion | Deals moving to the next stage / deals entering the stage | By stage | Percentage | Sales manager |
3. Leadership KPIs
| KPI | Formula | Your target | This week | Owner |
|---|---|---|---|---|
| Revenue against target | Closed won to date / target to date | 100% | Percentage | Head of sales |
| Pipeline coverage | Open pipeline due this period / remaining target | Set from win rate | Ratio | Head of sales |
| Sales velocity | (Opportunities x win rate x average deal size) / cycle length in days | Rising quarter on quarter | Dollars per day | Head of sales |
| Cost per qualified meeting | Total outbound cost / qualified meetings held | Set your own | Dollar value | Founder |
| Forecast accuracy | Actual revenue / forecast revenue for the period | Within 10% either way | Percentage | Head of sales |
4. This week's read
Three lines under the numbers. This is the part people actually read.
| Field | What to write |
|---|---|
| What is working | The stage or tactic beating target, with the number. |
| What is slipping | The furthest stage below target, and your best guess at why. |
| Actions this week | One or two changes, each with an owner and a date. |
Fill it in online
Type into the template, or load the worked example and edit it. Nothing you enter is stored or sent anywhere: it stays in this browser tab until you copy, download or print it.
Empty fields copy as {{placeholders}} so you can see what is left to fill in.
Formulas
The formulas behind the dashboard, in one place. Keep the definitions identical in the CRM, the dialler and this sheet.
| Metric | Formula | Note |
|---|---|---|
| Connect rate | Connects / dials | A connect is a live person answering, not voicemail or reception transferring nowhere. |
| Decision-maker conversation rate | Decision-maker conversations / dials | Nousu benchmark 6% of dials, which is about 43% of connects. |
| Meeting rate | Meetings booked / decision-maker conversations | Nousu benchmark 22%. |
| Meetings per 100 dials | Connect rate x conversation rate x meeting rate x 100 | Nousu benchmark: 1.3 meetings per 100 dials, against 0.3 for offshore teams. |
| Win rate | Closed won / (closed won + closed lost) | Exclude open deals. Measure on opportunities that reached a decision. |
| Sales velocity | (Qualified opportunities x win rate x average deal size) / sales cycle length in days | Revenue the pipeline produces per day. Improving any input lifts it. |
| Pipeline coverage | Open pipeline in the period / remaining target | The ratio you need is roughly 1 / win rate. |
Worked example
An Australian B2B company using outsourced SDRs. The company is described, not named, and the figures are illustrative.
Worked example: a Sydney cybersecurity services company
A managed security services provider in Sydney uses two outsourced SDRs calling IT managers and heads of technology at Australian companies with 100 to 1,000 staff. Two AEs run the meetings. This is the dashboard from week seven of the quarter.
Activity and pipeline figures are illustrative. Benchmarks are Nousu's published figures.
1. SDR KPIs
| KPI | Formula | Your target | This week | Owner |
|---|---|---|---|---|
| Dials | Outbound call attempts | 100 per SDR per day | 940 (two SDRs, five days) | SDR |
| Connect rate | Connects / dials | 14% | 10% | SDR |
| Decision-maker conversation rate | Conversations with the right person / dials | 6% | 4.6% | SDR |
| Meeting rate | Meetings booked / decision-maker conversations | 22% | 24% | SDR |
| Meetings booked per 100 dials | Meetings booked / dials x 100 | 1.3 | 1.1 | SDR manager |
| Show rate | Meetings held / meetings booked | 80% | 82% | SDR |
| Qualified meetings held | Held meetings that meet the agreed definition | 8 per SDR per month | 6 this month to date per SDR | SDR manager |
| Positive reply rate (email) | Positive replies / emails delivered | 2% | 1.4% | SDR |
2. AE KPIs
| KPI | Formula | Your target | This week | Owner |
|---|---|---|---|---|
| Meeting to opportunity rate | Opportunities created / first meetings held | 50% | 47% | AE |
| Pipeline created | Sum of new opportunity value | $250,000 per AE per month | $190,000 | AE |
| Win rate | Closed won / (closed won + closed lost) | 28% | 31% | AE |
| Average deal size | Closed won value / closed won deals | $54,000 | $51,000 | AE |
| Sales cycle length | Average days from opportunity created to closed won | 75 days | 82 days | AE |
| Stage conversion | Deals moving to the next stage / deals entering the stage | Proposal to commit 60% | 52% | Sales manager |
3. Leadership KPIs
| KPI | Formula | Your target | This week | Owner |
|---|---|---|---|---|
| Revenue against target | Closed won to date / target to date | 100% | 91% | Head of sales |
| Pipeline coverage | Open pipeline due this period / remaining target | 3.5 times | 3.1 times | Head of sales |
| Sales velocity | (Opportunities x win rate x average deal size) / cycle length in days | Rising | Flat on last quarter | Head of sales |
| Cost per qualified meeting | Total outbound cost / qualified meetings held | Set by the founder | Tracked monthly | Founder |
| Forecast accuracy | Actual revenue / forecast revenue for the period | 90% to 110% | Last quarter 94% | Head of sales |
4. This week's read
- What is working
- Meeting rate is 24% against a 22% benchmark. The new opener that asks about the last penetration test is landing.
- What is slipping
- Connect rate is 10% against 14%. Over half the list was imported without direct numbers, so most dials hit reception.
- Actions this week
- SDR lead to verify direct numbers for the 400 Tier 2 contacts by Wednesday. Move one calling block to 10am to 11am from Thursday.
What to notice
- The SDRs were converting well once they reached the right person. The problem was upstream, in the data, which the stage-by-stage view made obvious.
- Revenue at 91% of target in week seven is a lagging signal. The connect rate drop in weeks three and four predicted it.
How to use it, step by step
- Agree the definitions first. Write down what counts as a connect, a decision-maker conversation, a qualified meeting and an opportunity. If the dialler and the CRM disagree, the dashboard is useless.
- Pick no more than 12 KPIs. Start with the SDR layer if outbound is your main source of pipeline. Add AE and leadership KPIs once the definitions are stable.
- Set targets from your own history. Use the last four to eight weeks of data. Where you have none, start from Nousu's published benchmarks and label them.
- Fill in the week's numbers every Monday. Same time, same source, every week. Consistency matters more than precision.
- Find the stage furthest below target. Work down the funnel. The first stage that is clearly below target is usually the one to fix.
- Write the three-line read. What is working, what is slipping and the action this week, each with an owner and a date.
Common mistakes
Mixing definitions
If one SDR logs gatekeeper calls as conversations and another does not, the team numbers mean nothing.
Reporting booked meetings as the outcome
Booked meetings that do not happen cost AE time. Track held and qualified meetings.
Too many metrics
If the dashboard needs scrolling, it will not be read in the meeting. Cut to the KPIs you would act on.
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Want the meetings, not just the template?
Nousu Collective runs phone-first outbound for B2B companies selling into Australia, New Zealand and Singapore, with Australian callers in-house in Sydney. Our outsourced SDR service builds the list, runs the calling, email and LinkedIn cadence and books qualified meetings into your calendar. If you only need calls made, see cold calling or appointment setting.
In our data from 218,000+ dials into Australian businesses, Australian callers booked 1.3 meetings per 100 dials, against 0.3 for offshore teams. Pricing is starting at $7,000 a month.
FAQ
Sales KPI dashboard template questions
Straight answers from the team that runs outbound for Australian B2B companies.
Still have questions?
Book a 30-minute callFor an outbound team: decision-maker conversations, meetings booked and held, meeting to opportunity rate, pipeline created, win rate, average deal size, sales cycle length and pipeline coverage. Together they show whether activity is turning into revenue.
Dials or touches, connect rate, decision-maker conversation rate, meeting rate, show rate and qualified meetings held. Commission is usually tied to qualified meetings held, while activity KPIs are used for coaching.
In Nousu Collective's data from 218,000+ dials into Australian businesses, 14% of dials reach a live person and 6% become a conversation with a decision maker. Lists with verified direct numbers do better.
Multiply qualified opportunities by win rate and average deal size, then divide by sales cycle length in days. The result is the revenue your pipeline produces per day.
Weekly for SDR and AE KPIs, in the team meeting. Leadership KPIs such as coverage and forecast accuracy can be reviewed weekly but are acted on monthly.
In the CRM if your data is clean, because it updates itself. Many teams start in a spreadsheet using this template to agree definitions, then rebuild it in the CRM once the numbers are trusted.
A metric is anything you can measure. A KPI is a metric you have chosen to manage the business by, with a target and an owner. This template only includes KPIs.
Need a team to run the plan?
Book a 30-minute call. We will map your market and buyers and show you what a phone-first campaign would book.
Starting at $7,000 a month. Exact fee quoted after a 30-minute call.