Salesforce Metrics

A lead is an individual who has shown interest in your product or service. Leads do not need to be qualified, meaning there is no consideration yet of need, timeline, budget, or decision-making ability. Lead acquisition is generally categorized as inbound (considered warm) or outbound (considered cold).

A Marketing Qualified Lead (MQL) represents a prospect who has demonstrated sufficient engagement and intent to warrant sales attention, based on criteria established collaboratively between marketing and sales teams. Unlike raw leads or contacts, MQLs have crossed specific behavioural or demographic thresholds that indicate genuine interest in your solution. This metric serves as marketing's primary deliverable to sales and forms the backbone of most demand generation strategies, with teams typically setting targets for both MQL volume and quality measures such as MQL-to-SQL conversion rates.

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.

Open Opportunities (Weighted Revenue) is the expected revenue from active deals multiplied by the probability each deal will close. It gives sales teams a realistic view of pipeline value by weighting each opportunity according to its estimated close probability, producing a more accurate revenue forecast than raw pipeline totals alone.

Opportunities is a count of qualified leads that have met a defined threshold of interest, fit, and intent, representing active potential revenue in the sales pipeline with a realistic chance of closing.

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.

A Sales Qualified Lead (SQL) represents a prospect who has progressed beyond initial marketing engagement and demonstrates genuine potential for conversion. Unlike Marketing Qualified Leads (MQLs) that indicate early interest, SQLs have been vetted by sales professionals and meet specific criteria that suggest a higher likelihood of becoming a paying customer. These leads sit strategically in the middle of your sales funnel, having moved past the awareness stage but not yet reached the final purchase decision point.

Tickets, also called customer issues or incidents, are records of user or system-initiated requests captured in an issue tracking system. Each ticket documents a request such as a help inquiry, bug report, feature request, complaint, or automated alert, and tracks it from submission through resolution. Tickets also capture supporting detail including urgency, device information, and customer type to help teams triage and prioritize effectively.

Lead to Win Rate is the percentage of leads who entered the sales funnel and converted to Closed Won customers. It measures full-funnel conversion from first contact to closed deal and reflects the combined performance of marketing, sales, and product teams. It is one of the most direct indicators of sales effectiveness, product-market fit, and pricing alignment.

Won Customers is the count of new accounts marked Closed Won in your sales pipeline. It measures how effectively Sales, Marketing, and Product teams convert prospects into paying customers. Unlike Won Opportunities, each account is counted only once, making it a clean measure of net new customer growth.

Won Opportunities is the count of sales opportunities that are “Closed Won”. It is a measure of success of the Sales, Marketing, and Product teams. "Closed Won" is the stage at which a quote or proposal has been signed or electronically accepted and is now considered fulfillable. Counter to Won Customers, Won Opportunities apply to both new and existing customers.