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
- 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
