Template

RevOps KPI Tracker Template

A comprehensive KPI tracker for RevOps teams covering pipeline health, marketing performance, sales efficiency, customer retention, and financial metrics. 30+ metrics with definitions and benchmark ranges.

Template Updated February 2026 Free

Get the Template

Download the CSV file. Open in Google Sheets, Excel, or any spreadsheet tool. Customize the fields for your team.

⬇ Download KPI Tracker
CSV format — works with Google Sheets, Excel, Numbers

Pipeline & Revenue KPIs

  • Pipeline coverage ratio — Open pipeline / quota. Target: 3-4x. Below 2x = red flag.
  • Forecast accuracy — Committed deals that close / total commits. Target: 75-85%.
  • Win rate — Closed-won / (closed-won + closed-lost). B2B SaaS average: 20-30%.
  • Average deal size — Total ACV / deals closed. Track trend direction, not just the number.
  • Sales cycle length — Days from opportunity creation to close. Segment by deal size.
  • Pipeline velocity — (# of opportunities × win rate × avg deal size) / sales cycle. Revenue per day.

Marketing Ops KPIs

  • MQL volume — Marketing qualified leads per period. Track against plan, not just WoW.
  • MQL-to-SQL conversion — What percentage of MQLs does sales accept? Target: 30-40%.
  • Cost per MQL — Total marketing spend / MQLs generated. Varies wildly by channel.
  • Lead-to-opportunity rate — Leads that become pipeline. The real marketing efficiency metric.
  • Attribution accuracy — Percentage of closed-won revenue with complete source attribution.

Sales Ops KPIs

  • Quota attainment — Percentage of reps hitting quota. Healthy: 60-70% of team.
  • Ramp time — Days from hire to first quota-carrying month. Track by cohort.
  • Activity-to-outcome ratio — Calls/emails per meeting booked. Efficiency benchmark.
  • CRM data quality score — Percentage of required fields populated. Target: 95%+.
  • Tool utilization — DAU/licensed seats across sales tools. Below 60% = waste.

Customer Ops KPIs

  • Net revenue retention (NRR) — Revenue from existing customers including expansion and churn. Top quartile: 120%+.
  • Gross churn rate — Revenue lost to cancellations / starting ARR. Target: below 10% annually.
  • Expansion rate — Additional revenue from existing accounts. Tracks upsell and cross-sell.
  • Time to first value — Days from close to first product milestone. Predicts retention.

Get the Template

Download the CSV file. Open in Google Sheets, Excel, or any spreadsheet tool. Customize the fields for your team.

⬇ Download KPI Tracker
CSV format — works with Google Sheets, Excel, Numbers

Frequently Asked Questions

How many KPIs should a RevOps team track?

Track 30+, report on 5-7. Your dashboard should have everything. Your weekly email to leadership should highlight the 5-7 that matter most this quarter. Rotate which KPIs you spotlight based on current priorities.

What's the single most important RevOps KPI?

Net revenue retention (NRR) if you're measuring business health. Forecast accuracy if you're measuring operational effectiveness. Pipeline velocity if you're measuring growth engine performance. It depends on what the CEO is asking.

How do I benchmark my KPIs against other companies?

RevOps salary and job data can indicate market maturity. For specific operational benchmarks, look at SaaS benchmarks from OpenView, Bessemer, or KeyBanc. Segment by company stage (seed, Series A, Series B+, public) since benchmarks vary dramatically.

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