What Metrics Should RevOps Track and Report?
Adopt a metric hierarchy—coverage, conversion, velocity, quality, efficiency, and value—standardized in one glossary and scorecard.
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Executive Summary
Direct answer: Track a small set of lifecycle metrics that explain pipeline health and growth: pipeline coverage, stage conversion, sales velocity, win rate, forecast accuracy, Net Revenue Retention (NRR), and efficiency ratios like CAC and LTV. Standardize formulas in a metrics glossary, publish one executive scorecard, and review weekly (ops) and monthly (QBR) so actions tie to numbers.
Core RevOps Metric Hierarchy
| Theme | Metric | Formula | Target/Range | Primary Owner |
|---|---|---|---|---|
| Coverage | Pipeline Coverage | Pipeline ÷ Quota | 3–5× (by segment) | Sales Ops |
| Conversion | Stage Conversion | Advances ÷ Prior Stage | Rising, stable quality | RevOps |
| Velocity | Sales Velocity | Avg days in stage | Decreasing trend | Sales Leadership |
| Quality | Win Rate | Closed/Won ÷ Opportunities | Segment-specific | Sales Ops |
| Predictability | Forecast Accuracy | |Forecast−Actual| ÷ Actual | ≤ 10–15% | Sales Ops |
| Value | Net Revenue Retention (NRR) | (Exp Rev Y2 ÷ Y1)×100 | 110–125%+ | CS Ops |
| Efficiency | CAC / LTV | Customer Acquisition Cost; Lifetime Value | LTV:CAC ≥ 3:1 | Finance + RevOps |
Stage KPIs (Lead to Renewal)
| Stage | KPI | Formula | Target/Range | Notes |
|---|---|---|---|---|
| Known → MQL | MQL Rate | MQLs ÷ Known | Benchmarked by ICP | Prioritize quality signals |
| MQL → SAL | Acceptance Rate | SAL ÷ MQL | ≥ agreed baseline | SLA adherence matters |
| SAL → SQL | Qualification Rate | SQL ÷ SAL | Rising/stable | ICP alignment check |
| SQL → Opp | Opp Creation Time | Hours from SQL to Opp | Same day | Reduces leakage |
| Opportunity | Win Rate / Velocity | Wins ÷ Opps / Avg days | Segment-specific | Weekly inspection |
| Adoption | Health Score | Composite usage metric | Green at renewal | Leading indicator |
| Renewal/Expansion | NRR | (Exp Rev Y2 ÷ Y1)×100 | 110–125%+ | CS + AM ownership |
Governance: Keep One Truth
TPG POV: We implement a real metrics layer and executive scorecard tied to lifecycle governance—so leaders debate actions, not numbers.
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Frequently Asked Questions
Six to eight metrics: coverage, conversion, velocity, win rate, forecast accuracy, NRR, plus one efficiency ratio.
Report sourced and influenced at the program and segment level; align attribution in the glossary and warehouse to avoid double counting.
Yes—keep global definitions but set targets by segment/region to reflect sales cycles and deal sizes.
Enforce stage definitions, require next steps/close dates, and run weekly pipeline hygiene and pattern reviews.
In a governed warehouse + metrics layer feeding one BI scorecard, with selective reverse ETL to MAP/CRM/CS for activation.