In an increasingly competitive and data-driven sales environment, KPIs (Key Performance Indicators) have become essential tools for effectively managing the activities of sales teams.
In 2025, performance indicators must not only measure results, but also provide actionable insights to optimize sales strategy.
So a clear presentation of the key elements to be monitored becomes essential to guarantee sales success and maintain a competitive edge.
Discover every sales KPI you need to know to make a difference to your sales team.
Why performance indicators are essential in 2025
Before delving into concrete examples, let's recall the fundamental importance of commercial KPIs in today's context:
- They make it possible toobjectify performance and get away from subjective impressions.
- They provide real-time visibility of sales activity
- They make it easier toidentify levers for improvement
- They help align teams on common, measurable objectives
- They serve as the basis for motivation and sales incentive systems.
According to a recent study, companies that use relevant, well-monitored sales KPIs increase their conversion rate by an average of 30%.
Key business KPIs for 2025
1. Conversion rate overall and by tunnel stage
Definition: Percentage of prospects who move from one stage of the sales tunnel to the next until they close.
How to calculate it: Number of conversions at each stage ÷ Total number of prospects entered in the stage × 100
Target: Varies according to sector and sales model, but an overall conversion rate of 2-5% is often considered to be successful in B2B.
Why it's important: This KPI enables you to identify precisely where the bottlenecks are in your sales process, and to direct your optimization efforts.
2. Customer acquisition cost (CAC)
Definition: Total cost incurred to acquire a new customer.
How to calculate it: (Marketing costs + Sales costs) ÷ Number of new customers
Target: Ideally less than 1/3 of customer lifetime value (LTV).
Why it's important: This KPI is crucial for assessing the profitability of your acquisition strategy and correctly sizing your sales investments.
3. Average transaction value (average basket)
Definition: Average amount spent by a customer on a purchase.
How to calculate it: Total sales ÷ Number of transactions
Target: Varies according to the sector, but an increase of 5-10% per year is often targeted.
Why it's important: Increasing the average transaction value can have a significant impact on overall sales, often easier than increasing the number of customers.
4. Customer retention rate and churn rate
Definition: Percentage of customers you keep over a given period (retention) vs. percentage you lose (churn).
How to calculate it: Retention rate = (Number of customers at the end of the period - New customers acquired during the period) ÷ Number of customers at the beginning of the period × 100
Target: A retention rate of over 90% is generally considered excellent.
Why it matters: According to Harvard Business Review, increasing retention rates by 5% can boost profits by 25% to 95%.
5. Up-sell and cross-sell ratio
Definition: Proportion of sales resulting from up-selling or cross-selling.
How to calculate it: Sales generated by up-selling and cross-selling ÷ Total sales × 100
Target: A ratio of 30% is generally considered to be high performance.
Why it's important: This KPI measures your team's ability to maximize the value of each existing customer relationship.
6. Speed of sales cycle
Definition: Average time needed to convert a lead into a customer.
How to calculate it: Sum of the durations of all sales cycles ÷ Total number of closed sales
Target: Varies according to the sector and the complexity of the product/service, but a reduction of 10-15% per year is often targeted.
Why it's important: A shorter sales cycle increases sales productivity and improves pipeline predictability.
7. Lead qualification ratio
Definition: Proportion of incoming leads that are qualified and deemed relevant for sales follow-up.
How to calculate it: Number of qualified leads ÷ Total number of leads generated × 100
Target: A ratio of 25-30% is often considered to be high performance.
Why it's important: This KPI enables you to evaluate the quality of your lead generation and the efficiency of your qualification process.
8. Customer satisfaction index (CSAT or NPS)
Definition: Measurement of customer satisfaction after interaction with your sales team.
How to calculate it :
- CSAT: Average of satisfaction scores on a defined scale
- NPS: Percentage of promoters (9-10/10) - Percentage of detractors (0-6/10)
Target: An NPS above 50 is generally considered excellent.
Why it's important: Customer satisfaction is directly correlated with loyalty and positive word-of-mouth.
Advanced business KPIs for 2025
1. The Social Selling Index (SSI)
Definition: Measurement of sales effectiveness on professional social networks.
How to calculate it: On LinkedIn, this score is automatically calculated and comprises 4 pillars: establishing a personal brand, identifying the right prospects, engagement with insights and building relationships.
Target: An SSI of more than 70 is considered high performance.
Why it's important: In 2025, professional social networks will be an essential prospecting and sales channel.
2. The digitalengagement rate of prospects
Definition: Measure of the level of interaction prospects have with your digital content.
How to calculate it: (Number of prospects who interacted with your content ÷ Total number of prospects contacted) × 100
Target: A rate of over 40% is generally considered to be high performance.
Why it's important: This KPI reflects the effectiveness of your content marketing strategy and its ability to nurture the buying journey.
3. The impact of incentives on performance
Definition: Measurement of the increase in performance generated by your sales incentive programs.
How to calculate it: (Performance during incentive period - Performance reference period) ÷ Performance reference period × 100
Target: An increase of 25-35% during incentive periods is considered a good result.
Why it's important: This KPI enables you to assess the ROI of your incentive programs and optimize your investments in this area.
Case in point: Sixt used the OuiLive platform to set up sales challenges, and saw a 3-fold increase in orders taken during the incentive period.
How to implement these KPIs successfully
Defining key performance indicators (KPIs) alone is not enough to improve a company's business performance. It is essential to understand how these indicators are measured, analyzed and used to make strategic decisions.
To do this, it's important to determine which tools are needed to collect accurate, reliable data, and how to interpret them correctly to measure the effectiveness of the actions implemented.
This will optimize the profitability of sales initiatives and steer the company towards sustainable growth.
For a successful implementation, follow these best practices:
- Limit yourself to 5-7 main KPIs to avoid dispersion and loss of focus
- Associate SMART objectives with each KPI (Specific, Measurable, Attainable, Realistic, Time-defined).
- Automate data collection to guarantee reliability and regularity
- Visualize KPIs on dashboards accessible to all team members
- Organize regular reviews to analyze performance and define action plans
- Adjust your KPIs if necessary to keep them relevant to market trends
How OuiLive can help you achieve your business KPIs
The OuiLive platform offers an innovative approach to boosting sales performance and achieving your KPI targets:
- Gamified challenges to motivate your teams to exceed their objectives
- Real-time dashboards to monitor performance and create healthy emulation
- Personalized rewards to recognize efforts and celebrate successes
- Detailed analyses to identify best practices and areas for improvement
Our approach has proved successful with many companies, as demonstrated by the case of Sixt, which generated a 100% participation rate among the target audience and obtained 92% positive feedback from employees on the gamified experience.
Conclusion: KPIs that evolve with your sales strategy
In 2025, successful sales KPIs are no longer limited to measuring sales.
They offer a complete vision of sales efficiency, from lead generation to customer loyalty, including sales process optimization.
It is essential to select indicators that reflect your specific strategic objectives and that evolve with your business maturity.
With OuiLive, turn your KPI tracking into an engaging experience for your sales teams.
Our connected challenges platform not only measures performance, but also actively stimulates it through proven gamification mechanisms.
Ready to revolutionize your sales KPI tracking?
Find out how OuiLive can help you meet and exceed your business objectives in 2025.
Thanks to indicators such as conversion rate, customer calls and average sales basket, you can identify obstacles and customer interest to better guide your sales strategies.