Revenue Operations (RevOps) has emerged as a critical function that aligns sales, marketing, and customer success teams around shared revenue goals. A well-designed RevOps KPI dashboard provides the visibility and insights needed to optimise the entire revenue engine. Here’s your complete guide to building an effective RevOps dashboard.
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Core Revenue Metrics
1. Monthly Recurring Revenue (MRR) / Annual Recurring Revenue (ARR)
What to track: Total recurring revenue normalised to monthly or annual periods
Why it matters: The foundation metric that shows business growth trajectory and predictable revenue streams
Key segments: New MRR, expansion MRR, contraction MRR, churned MRR
2. Revenue Growth Rate
What to track: Month-over-month and year-over-year revenue growth percentages
Why it matters: Indicates business momentum and helps forecast future performance
Target range: 15-30% annual growth for mature SaaS companies
3. Revenue Run Rate
What to track: Current monthly revenue extrapolated annually
Why it matters: Provides quick snapshot of business trajectory and helps with planning
Pipeline & Conversion Metrics
4. Pipeline Velocity
What to track: Time from lead generation to closed-won deal
Why it matters: Faster velocity means quicker revenue realisation and better cash flow
Formula: (Number of opportunities × Average deal size × Win rate) ÷ Average sales cycle length
5. Lead-to-Customer Conversion Rate
What to track: Percentage of leads that ultimately become paying customers
Why it matters: Measures overall funnel efficiency and marketing effectiveness
Industry benchmark: 2-5% for most B2B companies
6. Stage-by-Stage Conversion Rates
What to track: Conversion rates between each stage of your sales funnel
Why it matters: Identifies bottlenecks and optimisation opportunities
Key stages: Lead → MQL → SQL → Opportunity → Closed-Won
Customer Acquisition & Retention
7. Customer Acquisition Cost (CAC)
What to track: Total cost to acquire a new customer
Why it matters: Essential for understanding unit economics and profitability
Formula: (Sales + Marketing expenses) ÷ Number of new customers acquired
8. Customer Lifetime Value (CLV)
What to track: Total revenue expected from a customer over their entire relationship
Why it matters: Determines how much you can spend on acquisition while remaining profitable
Target ratio: CLV:CAC should be at least 3:1
9. Net Revenue Retention (NRR)
What to track: Revenue retention including expansions and contractions from existing customers
Why it matters: Shows ability to grow revenue from existing customer base
Best-in-class: >110% for SaaS companies
10. Gross Revenue Retention (GRR)
What to track: Revenue retention excluding any expansion revenue
Why it matters: Pure measure of customer satisfaction and product-market fit
Target: >90% for healthy SaaS businesses
11. Customer Churn Rate
What to track: Percentage of customers lost in a given period
Why it matters: High churn undermines growth and indicates product or service issues
Monthly target: <5% for most subscription businesses
Sales Performance Metrics
12. Win Rate
What to track: Percentage of qualified opportunities that result in closed-won deals
Why it matters: Indicates sales team effectiveness and competitive positioning
Industry average: 15-25% for most B2B sales processes
13. Average Deal Size
What to track: Mean value of closed-won opportunities
Why it matters: Larger deals improve efficiency and profitability
Trend to watch: Consistent growth or unexpected declines
14. Sales Cycle Length
What to track: Average time from opportunity creation to close
Why it matters: Shorter cycles improve cash flow and team productivity
Optimisation goal: Reduce by 10-15% annually through process improvements
15. Quota Attainment
What to track: Percentage of sales reps hitting their targets
Why it matters: Indicates whether goals are realistic and achievable
Healthy range: 60-80% of reps should hit quota
Marketing Performance Metrics
16. Marketing Qualified Leads (MQLs)
What to track: Number of leads meeting qualification criteria
Why it matters: Measures top-of-funnel performance and marketing effectiveness
Quality focus: Track MQL-to-customer conversion rate, not just volume
17. Cost Per Lead (CPL)
What to track: Average cost to generate a qualified lead
Why it matters: Helps optimise marketing spend across channels
By channel: Track separately for paid ads, content, events, etc.
18. Marketing Attribution Revenue
What to track: Revenue attributed to marketing activities
Why it matters: Demonstrates marketing’s impact on revenue generation
Models: First-touch, last-touch, multi-touch attribution
Operational Efficiency Metrics
19. Sales Productivity
What to track: Revenue generated per sales rep per period
Why it matters: Measures team efficiency and scaling potential
Formula: Total revenue ÷ Number of sales reps
20. Lead Response Time
What to track: Time between lead generation and first sales contact
Why it matters: Faster response dramatically improves conversion rates
Best practice: <5 minutes for hot leads
21. Opportunity Age
What to track: How long opportunities remain in each pipeline stage
Why it matters: Identifies stalled deals and process inefficiencies
Action trigger: Flag opportunities exceeding typical stage duration
Financial Health Metrics
22. Cash Flow from Operations
What to track: Cash generated from core business operations
Why it matters: Shows true business health beyond accounting metrics
Trend: Should grow consistently with revenue
23. Gross Margin
What to track: Revenue minus cost of goods sold as percentage
Why it matters: Indicates pricing power and operational efficiency
SaaS target: >75% for software companies
24. Burn Rate (for growing companies)
What to track: Monthly cash consumption
Why it matters: Critical for runway planning and investment decisions
Monitor: Burn multiple (burn rate ÷ net new ARR)
Dashboard Design Best Practices
Executive Dashboard (Monthly Review)
- Focus on high-level revenue metrics
- Include trend analysis and forecasting
- Highlight exceptions and key insights
- Keep to 6-8 primary metrics
Operational Dashboard (Weekly/Daily)
- Include more granular metrics
- Enable drill-down capabilities
- Show real-time or near-real-time data
- Organise by function (sales, marketing, CS)
Key Design Principles
- Hierarchy: Most important metrics prominently displayed
- Context: Include targets, benchmarks, and historical trends
- Actionability: Each metric should drive specific actions
- Freshness: Clearly indicate data recency
- Accessibility: Ensure stakeholders can easily interpret data
Implementation Recommendations
Phase 1: Foundation (Months 1-2)
- Set up core revenue tracking (MRR/ARR)
- Implement basic pipeline metrics
- Establish data governance processes
Phase 2: Expansion (Months 3-4)
- Add customer metrics (CAC, CLV, churn)
- Implement marketing attribution
- Create automated reporting
Phase 3: Optimisation (Months 5-6)
- Add predictive analytics
- Implement cohort analysis
- Create advanced segmentation
Technology Stack Considerations
- CRM: Salesforce, HubSpot, or Pipedrive for sales data
- Marketing: Marketo, Pardot, or HubSpot for marketing metrics
- Analytics: Tableau, Looker, or Power BI for visualisation
- Integration: Zapier or custom APIs for data consolidation
Common Pitfalls to Avoid
- Metric Overload: Too many KPIs dilute focus
- Vanity Metrics: Tracking metrics that don’t drive action
- Data Silos: Inconsistent definitions across teams
- Static Reporting: Failing to evolve metrics as business grows
- Missing Context: Showing numbers without benchmarks or trends
Conclusion
A well-designed RevOps KPI dashboard transforms scattered data into actionable insights that drive revenue growth. Start with the core metrics that matter most to your business stage and gradually expand your tracking as your operations mature. Remember, the goal isn’t to track everything—it’s to track what matters and use those insights to optimise your revenue engine systematically.
The key to success lies not just in selecting the right metrics, but in creating a culture where data drives decisions and continuous improvement becomes the norm across your entire revenue organisation.
