# Metrics Glossary

## How to Calculate Calls per Demo

GREGORY KESHIAN | Jun 28, 2019

Calls per Demo measures the average number of calls a sales rep needs to make in order to set a demo.  To measure Calls per Demo, you take the total number of calls made by a rep in a given period, and divide by the number of demos the rep set in that same period.  Calls per Demo is a top of the funnel metric that indicates how efficient a given rep is with the calls they are making.

For instance, if a rep made 1,500 calls in a month and set 25 demos, then their Calls per Demo would be 1,500 / 25 = 60 Calls per Demo.

## How to Calculate Demo Complete Rate

GREGORY KESHIAN | Jun 28, 2019

Demo Complete Rate measures the number of demos completed as a percentage of demos scheduled.  It's a top-of-the funnel metric which is commonly measured for BDRs and SDRs to make sure that they are setting quality demos.

As an example Demo Complete Rate, if a sales rep schedules 25 demos, and 18 of them are completed, the Demo Complete Rate would be 18 / 25 = 72%.

## How to Calculate Quota Attainment

GREGORY KESHIAN | Jun 28, 2019

Quota Attainment measures a salesperson's total sales, as a percentage of their quota for that period.  It is a measure of how close they were to reaching their goal for that particular period.  Typically, quota attainment is measured either monthly, quarterly, or annually and is tied to a compensation plan.

As an example, if a sales rep has a quota of \$250,000 for a quarter, and they have actual bookings of \$235,000, their quota attainment would be \$235,000 / \$250,000 = 94%.

## How to Calculate Opportunity Win Rate

GREGORY KESHIAN | Jun 28, 2019

Opportunity Win Rate measures how many opportunities you won, divided by the total number of opps created.  To calculate opportunity win rate, divide the number of closed won deals in a particular time period by the total number of opportunities you created in that period.

For example, if you created 20 opps in October, and won 8 deals in October, then your Opportunity Win Rate for October would be 8 / 20 = 40%.

## How to Calculate Lead Response Time

GREGORY KESHIAN | Apr 24, 2019

Lead response time measures the average amount of time between when leads are created, and when they are first responded to by your sales team.  To calculate lead response time rate, you take the total amount of time between lead creation, and first response, for all the leads that were assigned to a rep, and divide that by the total number of leads responded to.

## How to Calculate Forecast Coverage

GREGORY KESHIAN | Mar 30, 2019

Forecast coverage measures your weighted forecast, relative to your quota for a given period of time.  To measure forecast coverage, you take your forecast for a period, and divide by your quota for that same time period.

For example, if a rep is forecasting \$120,000 for Q2 and their quota for Q2 is \$125,000, then their forecast coverage is \$120,000 / \$125,000 = 96%.  This rep is projecting to close 96% of their quota.

## How to Calculate Stage to Stage Duration

GREGORY KESHIAN | Dec 31, 2018

Stage to Stage Duration measures the average amount of time it takes for opportunities or deals to move from one stage to the next. For example, if a rep had had 100 opportunities that moved from Stage 1 to Stage 2 in the sales process, and the total number of days between Stage 1 and 2 (if you added them all up) was 1,000 days, then the Stage 1 to Stage 2 Duration would be 1,000 days / 100 opps = 10 days.

## How to Calculate Stage Conversion Rate

GREGORY KESHIAN | Dec 31, 2018

Stage Conversion Rate measures the percentage of opportunities or deals that move from one stage to the next. For example if a rep made had 100 opportunities that moved to Stage 1 in the sales process, and 75 of those moved to Stage 2, then the Stage Conversion Rate for Stage 1 to Stage 2 would be 75%.

## How to Calculate Account Coverage

GREGORY KESHIAN | Oct 29, 2018

Account Coverage measures the amount of different accounts that received sales rep activity in a given timeframe. For example if a rep made 1000 phone calls in a month but they were to only 150 unique accounts then the coverage for that month would be 150 accounts.

## How to Calculate Customer Lifetime Value (LTV)

GREGORY KESHIAN | Sep 18, 2018

Customer Lifetime Value (LTV) measures the total value that you are likely to capture from an average customer.  To measure LTV, you need to know your new business ASP, the average likelihood for a customer to upsell (attach rate), your upsell ASP, and your renewal rate.  The LTV calculation would then be to take (New Business ASP + (Attach Rate * Upsell ASP)) * (1 / (1 - Renewal Rate))

For example, let’s say you have the following metrics: