AMA: DocuSign Director, Sales Strategy & Operations, Dhwani Dalal on Revenue Ops KPIs

1. Pipeline coverage ratio – ensures enough opportunities relative to sales targets. 2. Sales cycle length – measures how long deals stay in the pipeline. 3. Opportunity conversion rate – tracks how many leads turn into closed deals. 4. Deal stage progression – monitors how opportunities move through each pipeline stage. 5. Rep-sourced pipeline – evaluates pipeline created directly by sales teams. These metrics emphasize the health and movement of the pipeline independent of marketing influence.

● Own: Pipeline coverage, sales cycle length, win rates, lead conversion by source, and conversion by contributor. ● Not Own: Product KPIs, customer success metrics. 

● Missed: Lead velocity rate (LVR), which tracks how fast leads are progressing through the funnel and full funnel conversion which is hard to capture effectively at most companies 

● Must-have: Pipeline coverage, quota attainment, sales cycle. ● Overlooked: Customer acquisition cost (CAC) vs. lifetime value (LTV), and customer retention metrics.

● Over-hyped: Vanity metrics like social media impressions or raw lead counts without qualification.

● Process: Align KPIs with business outcomes like revenue growth, map KPIs to each stage of the sales funnel, and focus on actionable metrics. 

● Example OKRs: ○ Objective: Increase pipeline health by 15%. ○ Key Results: Reduce deal aging by 20%, increase qualified leads by 10%.

● Before: Align with stakeholders on definitions and expectations. ● After: Regularly review in team meetings, dashboards, and executive reports.