This page includes a selection of the most important key performance indicators (KPIs) for B2B organisations.

KPI-tracking is important because it helps leaders to:

  • measure and guide progress toward company or department goals
  • identify what’s working and what isn’t
  • align their organisation and focus on specific objectives

Each KPI should be carefully selected to support the organisations strategic or operational goals.

We recommend you start tracking 5-10 of your most important KPIs with the help of KPI Dashboards>>.

Company Key Performance Indicators (KPIs)

  • Total sales revenues
  • Sale revenues and forecast per subsidiary, channel, partner, customer segment etc.
  • New sales versus upsale/expansion
  • Net profit margin
  • Gross profit margin
  • Invoiced amount (per period/account/partner)
  • Amount of outstanding invoices
  • No. of employees
  • Level of employee engagement
  • Customer churn/retention rates

Sales KPIs

  • Total sales revenues and volumes (per product, customer segment, account)
  • Sales per channel/partner
  • New sales versus upsale/expansion
  • No. of activities completed (e.g. meetings, demos, offers sent)
  • Sales pipeline metrics (lead requirements, conversions, amount per stage)
  • Sales velocity metrics (win rate, average sales length, average size etc.)
  • Discount rate/margin
  • Sales commission earned

Marketing KPIs

  • Number of page views and visit
  • Number emails sent
  • Delivered emails
  • Opening rate
  • Click-through rate
  • Conversion rates (e.g. lead to customer)

Support and Service KPIs

  • Total no. of requests
  • Request per type/category
  • Handling time per stage
  • Average close time
  • Most visited web pages/support pages

Customer Experience KPIs

  • Net promoter score (NPS)
  • Customer satisfaction scores
  • Customer surveys/pulse

Project Management KPIs

  • Number of active projects by type
  • Number of active projects by stage
  • Number of hours planned versus completed (per day, week, month, person etc.)
  • Number of hours invoiced vs budget (per day, week, month, person etc.)
  • Number and amount of non-billable hours

Use these resources to help you succeed with KPIs

Data-driven leadership: How to maneuver with KPIs

The best leaders have good numbers and data to help them make-decisions and guide their organisation.  See how effective use of KPIs can help you maneuver day-to-day and reach your top objectives.

Visualize your KPIs

See how you can visualize your KPIs with always-updated graphs and charts.

Track KPIs with ease

Business Analyze helps you track and analyze data so you know what’s happening across your organisation and can stay on top of changes.

Automate your KPI-tracking and get data-driven insights

Let us take you take you on a tour of KPI dashboards in action. You’ll get practical ideas on how data can help you boost performance.

Einar Gynnild, CEO/Daglig leder