Top sales pipeline metrics
Posted: Wed May 28, 2025 4:30 am
To keep your data clean and deals moving forward, you can set up trackable metrics and prospect details in your CRM and review them regularly. There are many metrics you can track, but the most critical ones are tied directly to the number of deals in your pipeline and how they’re moving from prospecting to close. They include:
Number of qualified leads: As noted above, a qualified lead is a prospect whose needs align with your product solution and who has the intent and resources to buy. The more qualified leads you have, the higher your conversion rate is likely to be.
Conversion rate: This metric measures the percentage of leads that successfully convert into paying customers. It helps you evaluate the effectiveness of your sales efforts and identify areas for improvement. If your conversation rate is low compared to previous quarters, for example, you might take a look at the quality of your leads to see if they’re really good fits for your product.
Age of leads: The age of leads is how long it takes leads to move from america phone number list first stage (prospecting) to final stage (purchase). Identifying patterns here is key to seeing lags in your process. If you’re noticing a marked increase in the average age of leads — or an outlier — it could be an indication that some of your prospects are stuck in the pipeline, or aren’t likely to buy and should be removed.
Pipeline coverage: This is the total value and/or number of deals in your pipeline, which allows you to see if you have enough potential sales to meet your revenue goals. If your pipeline coverage is high, it means you have a good chance of reaching your targets because there are sufficient deals in progress. If your pipeline coverage is low, it suggests you may need to generate more leads to ensure you have enough potential revenue to meet your goals.
Number of qualified leads: As noted above, a qualified lead is a prospect whose needs align with your product solution and who has the intent and resources to buy. The more qualified leads you have, the higher your conversion rate is likely to be.
Conversion rate: This metric measures the percentage of leads that successfully convert into paying customers. It helps you evaluate the effectiveness of your sales efforts and identify areas for improvement. If your conversation rate is low compared to previous quarters, for example, you might take a look at the quality of your leads to see if they’re really good fits for your product.
Age of leads: The age of leads is how long it takes leads to move from america phone number list first stage (prospecting) to final stage (purchase). Identifying patterns here is key to seeing lags in your process. If you’re noticing a marked increase in the average age of leads — or an outlier — it could be an indication that some of your prospects are stuck in the pipeline, or aren’t likely to buy and should be removed.
Pipeline coverage: This is the total value and/or number of deals in your pipeline, which allows you to see if you have enough potential sales to meet your revenue goals. If your pipeline coverage is high, it means you have a good chance of reaching your targets because there are sufficient deals in progress. If your pipeline coverage is low, it suggests you may need to generate more leads to ensure you have enough potential revenue to meet your goals.