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Top Sales Metrics Every B2B Business Needs to Analyse


Sales analysis is such an important thing to do for any established companies and yet, so many SMEs today don’t review or analyse their metrics other than the financials. Sales metrics play a pivotal role in ensuring the growth and success of any B2B organisation. By analysing key sales metrics on at least a yearly basis, businesses gain valuable insights into their performance, enabling them to make informed decisions and drive growth. In this blog post, we will explore the top sales metrics that B2B businesses must analyse to optimise their sales strategies and achieve greater success.

Average Deal Size

Do you know what is a big project for your company? Analysing the deal size is crucial in understanding the value each sale brings to the organisation. It helps identify high-value customers and indicates the effectiveness of pricing and negotiation strategies. By tracking the average deal sizes, businesses can adjust their sales efforts to focus on high-value opportunities, leading to increased profitability. On a similar note, the median is also an interesting metric as it tells you whether your company tends to attract more small or big deals.

Reasons Why Deals Were Lost

Do you know exactly how much business you missed out in the past 12months and why?Uncovering the reasons behind lost deals provides critical opportunities for improvement. Analysing the commonalities among lost deals can help identify gaps in the sales process, salespeople’s skillset, or product-market fit. By understanding the key reasons for lost deals, businesses can make targeted improvements to increase their win rate and maintain a competitive edge.

New Leads Generated

Monitoring the number of new leads generated is a key metric in measuring the success of marketing and lead generation efforts. By tracking the source of these leads, businesses can identify the most effective channels for lead acquisition. This information allows organisations to allocate their resources efficiently and refine their marketing strategies to drive significant growth.

Top Existing Customers

Analysing the revenue contribution from existing customers helps organisations identify their most valuable clients. By understanding the characteristics and preferences of these top customers, businesses can tailor their products, services, and marketing campaigns to meet their needs effectively. Furthermore, strengthening relationships with these loyal customers can lead to repeat business, referrals, and increased customer satisfaction.

Sales Conversion Rate

The sales conversion rate measures the percentage of leads that convert into paying customers. Analysing this metric enables businesses to assess the effectiveness of their sales efforts and the quality of leads. By monitoring the conversion rate at each stage of the sales funnel, organisations can identify bottlenecks and optimize their sales process for improved performance.

Sales Cycle Length

Tracking the length of the sales cycle is essential to understand how long it takes for a lead to become a customer. This metric reveals potential inefficiencies within the sales process, such as unnecessary delays or challenges in closing deals. By identifying areas where the sales cycle could be shortened, businesses can streamline processes, increase productivity, and boost overall sales performance.

Customer Lifetime Value (CLV)

CLV measures the projected revenue a customer will generate throughout their relationship with the business. Analyzing CLV enables organisations to identify their most valuable customers and develop strategies to maximise retention and loyalty. By focusing on customer satisfaction, providing exceptional service, and fostering long-term relationships, businesses can enhance CLV and drive future growth.


To thrive in the B2B space, businesses must leverage the power of data and analytics to optimise their sales strategies continually. By analysing key sales metrics, such as deal size, lost deals, new leads generated, top existing customers, sales conversion rate, sales cycle length, and customer lifetime value, organisations can make well-informed decisions and drive sustainable growth. By implementing a data-driven approach to sales, businesses can stay ahead of the curve, enhance customer relationships, and achieve lasting success.