New revenue / retained revenue
Definition
Tracks growth (new) and durability (retained) over a period.
Calculation
- New revenue ($) = Sum of closed-won revenue from new customers/logos in the period.
- Retained revenue ($) = Sum of revenue renewed from existing customers up for renewal in the period.
Common variants
- GRR = (Starting revenue − churn − contraction) ÷ Starting revenue
- NRR = (Starting revenue − churn − contraction + expansion) ÷ Starting revenue
Data source: CRM + billing/finance close
Qualified pipeline coverage (with evidence)
Definition
How much real pipeline you have relative to target—only counting opportunities that meet qualification criteria and include required proof (e.g., next step scheduled, buyer identified, budget language captured).
Calculation
- Coverage (x) = (Sum of qualified pipeline $ with evidence) ÷ (Remaining target/quota for the period)
Evidence checklist (pick 3–5 and standardize)
- Verified next step exists (dated meeting or written buyer commitment)
- Economic buyer identified/engaged
- Budget confirmed (or explicitly not yet)
- Mutual action plan exists
- Procurement/security step initiated (if relevant)
Data source: CRM fields + call notes/call intel artifacts
Stage conversion rate
Definition
Measures funnel efficiency between sales stages (and ultimately to closed-won).
Calculations
- Stage-to-stage conversion (Sᵢ→Sᵢ₊₁) = (# opps that entered Sᵢ and later entered Sᵢ₊₁) ÷ (# opps that entered Sᵢ)
- Stage-to-win conversion (Sᵢ→Won) = (# opps that entered Sᵢ and closed-won) ÷ (# opps that entered Sᵢ)
Note: Best measured by cohorts (e.g., opps entering a stage in a given month/quarter).
Data source: CRM stage history
Median time-in-stage
Definition
Sales velocity diagnostic: the typical number of days opportunities spend in a given stage (median is more reliable than average).
Calculation
- For each opp: Time in stage (days) = date exited stage − date entered stage
- Median time-in-stage = median(time in stage across opps)
Data source: CRM stage history
% pipeline with verified next step
Definition
Share of pipeline with an explicit, verified next action—used to reduce “ghost pipeline.”
Calculation (recommended: $-weighted)
- % pipeline $ with verified next step = (Sum of pipeline $ with verified next step) ÷ (Sum of total pipeline $)
Verified next step criteria (standardize)
- Dated meeting scheduled (calendar invite) or written confirmation (email) with timestamp.
Data source: CRM next step fields + calendar/email integration or logged activity
Deal aging % (by segment)
Definition
Percent of pipeline that is older than the expected cycle for its segment (e.g., SMB vs enterprise), indicating staleness.
Calculation
- Define threshold days by segment (based on historical cycle length).
- For each opp: Deal age = today − created date or today − “qualified date”
- Aged pipeline % ($) = (Sum of pipeline $ where deal age > threshold) ÷ (Sum of pipeline $)
Report: by segment (and ideally by stage).
Data source: CRM (created/qualified date + segment)
Forecast accuracy (by horizon)
Definition
How close forecasts are to actuals, measured at different horizons (e.g., 7/30/60/90 days before period end).
Calculations
- Accuracy = 1 − (|Forecast − Actual| ÷ Actual)
- Bias = (Forecast − Actual) ÷ Actual (positive = over-forecast)
By horizon
“30-day accuracy” uses the forecast snapshot from 30 days before period end.
Data source: CRM forecast snapshots + finance actuals
Rework rate on AI outputs
Definition
Quality + trust metric: how often AI-generated outputs require material edits before they’re usable.
Calculation
- Rework rate = (# AI outputs requiring material rework) ÷ (Total # AI outputs sampled)
Material rework (choose a rule)
- 30% of text changed, or output rejected/redone manually, or factual/brand/compliance error found, or missing required fields/evidence.
Data source: QA sampling + workflow logs
Weekly active usage of embedded workflows (WAU)
Definition
Adoption where it matters: unique users who ran an approved embedded workflow at least once in the last 7 days.
Calculation
- Workflow WAU = count(distinct users with ≥1 workflow run in last 7 days)
Helpful companions
- Activation rate = active users ÷ enabled users
- Depth = runs per active user per week
- Coverage = % eligible opps touched by workflow
Data source: workflow telemetry (CRM plugin, enablement tool, AI platform logs)
Distraction cost (monthly)
Definition
The full monthly “tax” of new tools/workflows—time lost to training, oversight, context switching, and rework—converted to dollars so leaders can make kill/scale decisions.
Calculation (time → $)
- Distraction cost ($) = (Enablement hours + Manager inspection hours + Tool-switch time + Rework hours) × blended fully loaded hourly rate
- (incremental tool/license costs, optional)
Component definitions
- Enablement hours: training + office hours + docs + re-onboarding
- Manager inspection hours: reviewing outputs, correcting usage, enforcing standards
- Tool-switch time: extra steps + context switching introduced by the workflow
- Rework hours: time spent fixing unusable outputs
Data source: enablement logs + manager time sampling + tool telemetry + QA audits
