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 thier organization and focus on tactics that matter most

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
  • EBIT /EBITDA
  • 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