Best KPIs to Track on a Sales Leaderboard

The leaderboard is only as good as its KPI

Put the wrong metric on a sales leaderboard and you'll get the wrong behaviour - reps optimising for a number that doesn't move the business. Choose well, and the board pulls your team toward the activities that actually drive revenue. Here are the KPIs worth tracking, grouped by what they measure.

Activity KPIs (leading indicators)

These reflect effort and are great for daily and weekly boards because everyone starts at zero:

• Calls / dials - raw outbound volume
• Connects and conversations - quality of dialing, not just quantity
• Emails sent and reply rate
• Meetings booked and held

Pipeline KPIs

• Opportunities created - new deals entering the funnel
• Pipeline value generated - measures deal quality, not just count
• Pipeline coverage - pipeline vs. quota

Conversion KPIs

• Win rate - deals won vs. deals worked
• Lead-to-opportunity conversion - rewards working the right leads
• Meeting-to-opportunity rate

Outcome KPIs (lagging indicators)

• Revenue closed - the headline number
• Deals won - keeps smaller-deal reps competitive
• Average deal size and sales cycle length - quality and efficiency

Leading vs lagging - track both

Lagging metrics (revenue) tell you the result. Leading metrics (activity, pipeline) tell you whether the result is coming. The best setups pair a leading-indicator board with an outcome board so reps can influence their ranking today, not just at month-end. See weekly vs monthly leaderboards for how to time each.

How to choose: the 1-2 KPI rule

Don't track everything. A leaderboard with ten metrics motivates no one. Pick one or two KPIs per board, make sure every rep can influence them, and run separate boards for different roles or goals. Choosing the right one matters more than choosing many - for role-specific picks, see our SDR, BDR, and AE leaderboard examples.

Build it

Pick your KPI, add your reps, and put the board on the screen. Create your sales leaderboard free →