sales-metrics
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ChineseSales Metrics
销售指标
Frameworks for measuring and forecasting sales performance.
用于衡量和预测销售业绩的框架。
Leading vs Lagging Indicators
领先指标 vs 滞后指标
Leading Indicators (Predictive)
领先指标（预测性）
| Metric | Definition | Target Setting |
|---|---|---|
| MQLs | Marketing qualified leads | Based on conversion rates |
| SQLs | Sales qualified leads | MQL x MQL-to-SQL rate |
| Opportunities | Discovery completed | SQL × qualification rate |
| Pipeline | Weighted opportunity value | 3-4x quota coverage |
| Meetings Booked | First meetings scheduled | Based on rep capacity |
| Proposals Sent | Active evaluations | Based on demo-to-proposal rate |
| 指标 | 定义 | 目标设定 |
|---|---|---|
| MQLs | 营销合格线索 | 基于转化率 |
| SQLs | 销售合格线索 | MQL × MQL转SQL转化率 |
| 商机 | 已完成需求探索 | SQL × 合格转化率 |
| 销售管道 | 加权商机价值 | 配额覆盖的3-4倍 |
| 已预约会议 | 已安排的首次会议 | 基于销售代表产能 |
| 已发送提案 | 正在评估中的提案 | 基于演示转提案转化率 |
Lagging Indicators (Results)
滞后指标（结果性）
| Metric | Definition | B2B SaaS Benchmark |
|---|---|---|
| Win Rate | Won ÷ (Won + Lost) | 20-30% |
| Sales Cycle | Qualified to Close | 30-90 days (SMB), 90-180 days (Enterprise) |
| ACV | Average contract value | Varies |
| CAC | Total S&M ÷ New customers | < 1/3 LTV |
| LTV:CAC | Customer lifetime value ÷ CAC | > 3:1 |
| CAC Payback | Months to recover CAC | < 12 months |
| 指标 | 定义 | B2B SaaS基准 |
|---|---|---|
| 赢单率 | 赢单 ÷（赢单 + 丢单） | 20-30% |
| 销售周期 | 从合格到成交的时长 | 30-90天（中小企业），90-180天（企业客户） |
| ACV | 平均合同价值 | 因业务而异 |
| CAC | 总销售与营销费用 ÷ 新增客户数 | < LTV的1/3 |
| LTV:CAC | 客户生命周期价值 ÷ CAC | > 3:1 |
| CAC回收期 | 收回CAC所需的月数 | < 12个月 |
Conversion Rate Benchmarks
转化率基准
| Stage | Benchmark Range |
|---|---|
| Visitor to Lead | 1-5% |
| Lead to MQL | 10-30% |
| MQL to SQL | 15-30% |
| SQL to Opportunity | 40-60% |
| Opportunity to Win | 20-30% |
Overall Funnel:
- Top of funnel to customer: 0.5-2%
- Outbound response rate: 1-5%
- Cold email reply rate: 3-10%
- Cold call connection rate: 10-20%
| 阶段 | 基准范围 |
|---|---|
| 访客转线索 | 1-5% |
| 线索转MQL | 10-30% |
| MQL转SQL | 15-30% |
| SQL转商机 | 40-60% |
| 商机转赢单 | 20-30% |
整体漏斗：
- 漏斗顶部到客户：0.5-2%
- outbound响应率：1-5%
- 冷邮件回复率：3-10%
- 陌生电话接通率：10-20%
Sales Capacity Model
销售产能模型
Target Revenue: $X
÷ ACV: $Y
= Deals Needed: N
Deals Needed ÷ Win Rate (25%) = Opportunities Needed
Opportunities ÷ SQL→Opp Rate (50%) = SQLs Needed
SQLs ÷ MQL→SQL Rate (20%) = MQLs Needed
For Rep Planning:
Quota/Rep = $X (typically 4-5x OTE)
Target Revenue ÷ Quota = Reps Needed
Ramp time = 3-6 months to productivity目标营收: $X
÷ ACV: $Y
= 所需成交数: N
所需成交数 ÷ 赢单率(25%) = 所需商机数
所需商机数 ÷ SQL转商机率(50%) = 所需SQL数
所需SQL数 ÷ MQL转SQL率(20%) = 所需MQL数Activity Metrics (by Role)
销售代表规划：
SDR Metrics
—
| Metric | Daily | Weekly | Monthly |
|---|---|---|---|
| Emails sent | 50-100 | 250-500 | 1,000-2,000 |
| Calls made | 40-80 | 200-400 | 800-1,600 |
| LinkedIn touches | 20-40 | 100-200 | 400-800 |
| Meetings booked | 0.5-1 | 3-5 | 15-20 |
人均配额 = $X（通常为OTE的4-5倍）
目标营收 ÷ 人均配额 = 所需销售代表数
爬坡期 = 3-6个月达到产能
undefinedAE Metrics
按角色划分的活动指标
—
SDR指标
| Metric | Weekly | Monthly | Quarterly |
|---|---|---|---|
| Discovery calls | 8-12 | 35-50 | 100-150 |
| Demos | 5-8 | 20-30 | 60-90 |
| Proposals | 3-5 | 12-20 | 35-60 |
| Closes | 1-2 | 4-8 | 12-24 |
| 指标 | 每日 | 每周 | 每月 |
|---|---|---|---|
| 发送邮件数 | 50-100 | 250-500 | 1,000-2,000 |
| 拨打呼叫数 | 40-80 | 200-400 | 800-1,600 |
| LinkedIn触达数 | 20-40 | 100-200 | 400-800 |
| 已预约会议数 | 0.5-1 | 3-5 | 15-20 |
Pipeline Health Metrics
AE指标
| Metric | Formula | Target |
|---|---|---|
| Coverage | Pipeline ÷ Quota | 3-4x |
| Velocity | (Opps × Win Rate × ACV) ÷ Cycle | Trending up |
| Age | Days in stage | Below threshold |
| Progression | Opps moving forward | 20%+ weekly |
Pipeline Hygiene Rules:
- Close dead opps within 2x average cycle
- Update stage within 48 hours of change
- No opportunities without next step scheduled
| 指标 | 每周 | 每月 | 每季度 |
|---|---|---|---|
| 需求探索会议 | 8-12 | 35-50 | 100-150 |
| 产品演示 | 5-8 | 20-30 | 60-90 |
| 提交提案数 | 3-5 | 12-20 | 35-60 |
| 成交数 | 1-2 | 4-8 | 12-24 |
Forecasting Framework
销售管道健康指标
| Category | Definition | Weighting |
|---|---|---|
| Closed | Signed contract | 100% |
| Commit | Verbal yes, paperwork in flight | 90% |
| Best Case | Strong signal, proposal accepted | 50% |
| Pipeline | Active, qualified opportunity | 25% |
| Upside | Early stage, unqualified | 10% |
Forecast Formula:
Forecast = Σ(Opportunity Value × Stage Probability)| 指标 | 计算公式 | 目标 |
|---|---|---|
| 覆盖度 | 销售管道 ÷ 配额 | 3-4倍 |
| 流转速度 | (商机数 × 赢单率 × ACV) ÷ 销售周期 | 呈上升趋势 |
| 老化时长 | 所处阶段的天数 | 低于阈值 |
| 推进率 | 推进到下一阶段的商机数 | 每周20%+ |
销售管道维护规则：
- 超过平均销售周期2倍的死商机需关闭
- 阶段变化后48小时内更新记录
- 所有商机必须已安排下一步动作
Revenue Metrics
预测框架
| Metric | Formula | Why It Matters |
|---|---|---|
| MRR | Monthly recurring revenue | Base health |
| ARR | MRR × 12 | Annual run rate |
| Net New ARR | New + Expansion - Churn | True growth |
| NRR | (Start + Expansion - Churn) ÷ Start | Customer health |
| Gross Margin | (Revenue - COGS) ÷ Revenue | Unit economics |
| 类别 | 定义 | 权重 |
|---|---|---|
| 已成交 | 已签署合同 | 100% |
| 承诺成交 | 口头确认，正在走流程 | 90% |
| 最佳情况 | 信号强烈，提案已接受 | 50% |
| 销售管道 | 活跃的合格商机 | 25% |
| 潜在增量 | 早期阶段，未合格 | 10% |
预测公式：
预测值 = Σ(商机价值 × 阶段概率)Sales Efficiency Metrics
营收指标
| Metric | Formula | Good |
|---|---|---|
| Magic Number | Net New ARR ÷ Prior S&M Spend | > 0.75 |
| CAC Payback | CAC ÷ (ACV × Gross Margin) | < 12 mo |
| Revenue/Rep | ARR ÷ Quota-carrying reps | > $500K |
| Pipeline/Rep | Pipeline ÷ Reps | > 3x quota |
| 指标 | 计算公式 | 重要性 |
|---|---|---|
| MRR | 月度经常性收入 | 业务健康基础指标 |
| ARR | MRR × 12 | 年度营收跑率 |
| 净新增ARR | 新增 + 扩容 - 流失 | 真实增长指标 |
| NRR | (期初 + 扩容 - 流失) ÷ 期初 | 客户健康指标 |
| 毛利率 | (营收 - 销货成本) ÷ 营收 | 单位经济效益 |
—
销售效率指标
—
| 指标 | 计算公式 | 良好标准 |
|---|---|---|
| 魔法数字 | 净新增ARR ÷ 上一期销售与营销费用 | > 0.75 |
| CAC回收期 | CAC ÷ (ACV × 毛利率) | < 12个月 |
| 人均营收 | ARR ÷ 承担配额的销售代表数 | > $500K |
| 人均销售管道 | 销售管道 ÷ 销售代表数 | > 3倍配额 |