Account Executive Metrics

Accounts Receivable (AR) is the total value of invoices a company has issued to customers for goods or services delivered but not yet paid. AR appears on the balance sheet as a current asset because payment is expected within one year. It represents a legal obligation from the customer and is recorded when an invoice is issued, not when cash is received. Tracking AR accurately gives finance teams a real-time view of money owed and helps forecast cash flow.

Average Selling Price (ASP) measures the average price at which a product or service is sold over a defined period of time. It can be calculated for a single product or service, a group of products, a sales channel, or an entire business. ASP is commonly used to compare performance across businesses, segments, or channels and serves as a strong indicator of what customers are willing to pay for similar products or services.

Customer Lifetime Value (LTV) represents the total net revenue a business can reasonably expect to generate from a single customer account throughout the entire duration of their relationship. This metric goes beyond simple transaction analysis by incorporating customer retention patterns, purchasing frequency, and profit margins to provide a comprehensive view of customer economic value. LTV serves as a cornerstone metric for strategic decision-making, enabling businesses to optimise acquisition spending, prioritise retention efforts, and identify high-value customer segments that drive sustainable growth.

CSAT is a measure of how satisfied customers are with a company's products or services, most often collected through a survey. It captures customer perception at a specific point in time and is one of the most widely tracked customer experience metrics because it is simple to collect, easy to interpret, and flexible enough to apply at both a granular and aggregate level.

Net Profit Margin shows net profit as a percentage of total revenue. It gives the net profit earned for every dollar of revenue generated and is a good indicator of profitability and operating expense management.

Net Revenue Retention (NRR) Rate, also known as Net Dollar Retention (NDR), is the percentage of recurring revenue retained from existing customers in a defined time period, including expansion revenue, downgrades, and cancels. This churn metric gives a comprehensive view of positive as well as negative changes with respect to customer retention.

Number of Demos is the count of total demonstrations of a product a company has given to prospective customers.

Onboarding Calls is the number of calls made to welcome new customers into a product, used as a leading indicator of engagement and long-term retention. Teams track this metric to ensure new customers are supported from day one and on track to activate and renew.

Open Opportunities (Revenue) is the total revenue value of all active sales deals currently in your pipeline. Also called "pipeline," sales teams track this metric to monitor deal progress, assess pipeline health, and forecast future closed revenue. It reflects the maximum potential revenue available if every active opportunity were won.

Opportunity Win Rate measures your sales team's effectiveness at converting qualified opportunities into closed-won deals. It's calculated by dividing the total number of won opportunities by the total number of opportunities that reached a final decision (won plus lost), expressed as a percentage. This metric reveals how competitive and skilled your sales organisation is at the moment of truth—when prospects are making buying decisions.

Propensity to Renew is a measure of the likelihood a customer will renew their contract instead of terminating their engagement with a company, most often captured through a customer survey. It signals revenue risk and potential logo churn.

Renewal rate is the percentage of customers who renew their subscription within a defined invoicing cohort, measured against the total customers up for renewal in that period. It tracks churn and retention at the cohort level rather than against total customer count, making early trends easier to spot.