Sales efficiency is a key performance metric that measures how effectively a brand’s sales team generates revenue through sales activities. In other words, it measures how effectively the sales team converts leads into customers. The more revenue a sales team generates from limited resources, the more efficient it is.
Let’s say, for example, a sales team spends $25,000 generating $5,000 in sales. That’s a sales efficiency of 20% because 80% of sales expenditure is being lost. If the same team spends $25,000 and generates $50,000 in sales, their efficiency is 200%.
Several factors can influence sales efficiency, including: