14 Essential Marketing and Sales Metrics Every Company Should Track in Salesforce

2 min readSeptember 3, 2014

I like to think of Salesforce Dashboards as the reward for all the work marketing and sales teams put into Salesforce. Using dashboards, it’s possible to have a single view of all – or nearly all – the metrics you’ll need to not only monitor results and efficiency, but also show off your accomplishments at your next board meeting.

Salesforce call performance dashboards

If you’re new to tracking metrics in Salesforce, you need to know that dashboards are based on Salesforce reports. Once you’ve created all the reports that will be the basis of your dashboards, the critical step is making sure that those reports are updated regularly. If you’ll be looking at your Salesforce dashboards at least daily, then your reports will need to be scheduled to run daily as well so that your dashboards will always be current.

Focus on Metrics That Matter at the Top

Put yourself in the position of your CEO or board members. They likely don’t care much for the behavioral metrics that matter to you, such as conversion abandonment points, entrance/exit pages, and organic search growth. They just want to see results.

With that in mind, here are some result-oriented dashboard concepts that are always of interest to top execs.

Common Marketing Metrics in Salesforce

Report	Objective
Overall Lead volume	What is overall lead velocity?
Lead volume by Channel	Which channels are producing the most Leads?
Lead volume by Campaign	Which campaigns are producing the most Leads?
Lead to Contact conversion ratio	How many Leads are sales-qualified?
Opportunities by Channel	Which channels are creating the most opportunities?
Opportunities by Campaign	Which campaigns are creating the most opportunities?
Closed won Opportunities by Channel	Which channels are creating the most sales and revenue?
Closed won Opportunities by Campaign	Which campaigns are creating the most sales and revenue?

Advanced Marketing Metrics in Salesforce

Report	Objective
Number of open Leads	Is your sales team attending to all incoming Leads? If not, how many are being missed?
Lead response time	Is your sales team responding to Leads within five minutes, or at least one hour? How are they responding – by phone, email or other communication channel?
Call Ratings	Which inbound marketing channels are driving the best calls?
Deal competitors – total Opportunities	Which competitors is your sales team coming up against again and again?
Deal competitors – closed/won Opportunities	Which competitors are you consistently winning deals against?
Deal competitors – closed/lost Opportunities	Which competitors are you consistently losing to?