KPI for Sales

I speak to a lot of business owners every week.

And there's one thing that's common across almost all of them:

👉 They're measuring the wrong things when it comes to sales & lead follow-up.

They obsess over lead volume and ad spend...
…but completely ignore what's actually happening to the leads they've already paid for. Or at least they don't pay enough attention to them.

Are they completely off?
No.

But are they measuring the right lead and lag indicators to ensure consistent revenue growth?
Not even close.

Here's the truth:

Most CRMs are just graveyards for leads.
70% of leads never get past the first touch.

And when businesses do follow up, they track it the wrong way:

"We called them once."

"We sent an email."

"We left a voicemail."

That's not follow-up.
That's box-ticking.

The shift?

In an evolving world, the businesses that I see get ahead are the ones that make the most bang for buck when the leads they bring. And the way they do this is to measure:

• Revenue recovered from old leads (instead of just net new leads)
• Response rate to personalised follow-up (instead of generic mass blasts)
• Pipeline converted from lost/quoted deals (not just marketing-sourced deals)
• Bookings per 1,000 dormant leads (benchmark for reactivation success)

Why this works

Because sales for the best companies isn't just about closing new deals.

It's about:

• Qualifying better (don't waste time on bad fits).
• Reactivating smarter (AI remembers old context so you don't have to).
• Measuring ROI on every lead source (ads, referrals, CRM — all of it).

So what should you be asking?

Not, "How can we get more leads?"
But, "How can we convert the ones we already have, consistently?"

With the right KPIs + WhiteHorse AI's personalised SMS/email engine, the results become predictable.

• Booked jobs.
• Recurring revenue.
• Happy customers.

Got questions on sales team KPIs, the sales process, or anything else?

Say hello and we'll lock in a time to chat.

Cheers,

Alex