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    Sales KPIs

    By RepCard, built by field sales reps

    Sales KPIs (key performance indicators) are the small number of metrics that actually measure sales team health and drive decisions. Most teams track 40+ metrics and act on 3. Strong sales orgs pick the 8 to 12 that map to their business and ruthlessly ignore the rest.

    The Short List of Sales KPIs That Matter

    For field sales and home services teams specifically: Activity KPIs: Doors knocked per rep per day (D2D). Meetings set per rep per week. Calls/texts completed per day. Pipeline KPIs: Qualified opportunities created per week. Pipeline coverage ratio (pipeline value ÷ quota). Average deal size. Outcome KPIs: Win rate (deals won ÷ deals worked). Pull-through rate (sets to sits to closes). Revenue per rep. Quota attainment rate. People KPIs: Ramp time. Rep retention rate. Coaching cadence compliance. Twelve KPIs. That is the working list. Everything else is noise.

    Leading vs. Lagging KPIs

    Leading KPIs predict the future. Activity, pipeline created, coaching cadence. These are what managers coach to because they are controllable. Lagging KPIs record the past. Revenue, quota attainment, retention rate. These are what leadership reports to because they are outcomes. Healthy teams manage leading indicators weekly and report lagging indicators monthly.

    How to Pick KPIs for Your Team

    1. Start with outcomes (revenue, quota attainment). 2. Work backward to the leading indicators that cause those outcomes. 3. Pick the top 3 leading indicators each rep controls daily. 4. Pick the top 3 each manager controls weekly. 5. Pick the top 3 leadership reviews monthly. Nine KPIs, three per layer. Post them visibly. Review them consistently.

    Why KPI Dashboards Fail

    Too many metrics. No clear hierarchy. Updated weekly instead of in real time. Surfaced in a BI tool nobody opens. Disconnected from the rep's daily workflow. Fix: put the 3 rep-level KPIs on the rep's phone, visible in the app they use every day. Put the 3 manager-level KPIs on the manager's dashboard. Put the 3 leadership KPIs in the weekly business review.

    RepCard's Take

    "RepCard is the Sales Operating System that puts the KPIs that matter directly into the rep's daily workflow. Activity, pipeline, and outcome data all live in the app. Leaderboards display the metrics that drive behavior. Manager dashboards surface coaching triggers when leading indicators drop. KPIs stop being a report and start being a daily habit."

    — Brad Mortensen, Founder & CEO, RepCard

    Frequently Asked Questions

    No more than 12 at the team level. No more than 3 at the individual rep daily level. Beyond that, nobody focuses.

    Quota attainment rate. But it is a lagging indicator, so you cannot coach to it directly. Coach to leading indicators (activity, pipeline, skill) that drive it.

    Yes. Transparency drives behavior. Leaderboards beat spreadsheets.

    Reps: daily. Managers: weekly. Leadership: monthly. Board or ownership: quarterly.

    Core KPIs yes (activity, pipeline, win rate, retention). Specific thresholds vary by vertical (a solar rep's day looks different from a pest control rep's day).

    Track the KPIs That Matter. In One App.

    RepCard's leaderboards and dashboards put the metrics that drive behavior in every rep's pocket.

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