Annual Recurring Revenue is a critical metric for just about any subscription-based or SaaS company. ARR measures the quantity of revenue your company expects to generate from its customers on an annual basis. Tracking ARR helps you understand how much predictable income your business is bringing in year over year. A constant escalation in ARR indicates strong retention and growth, while a decline could suggest customer churn or other conditions with product-market fit.

2. Marketing Qualified Leads (MQL) to Sales Qualified Leads (SQL) Conversion Rate
The conversion rate from MQLs to SQLs is a powerful metric that shows how effectively your marketing and sales teams work together. This metric measures the percentage of marketing-generated leads deemed ready for direct engagement. High conversion rates suggest your marketing efforts are attracting the best prospects, while low conversion rates may indicate a disconnect between marketing and sales or the need for better lead qualification criteria.

3. Call Conversion Rate
Certainly one of the main tasks for an internal team is converting cold or warm calls into sales opportunities. The call conversion rate measures the number of calls resulting in meaningful outcomes, such as for instance setting an appointment or closing a deal. Tracking this metric helps you assess the effectiveness of your reps' communication and persuasion skills, providing insights into which strategies work and which need improvement.