Field sales KPIs are the indicators that measure the activity, results and cost of a field sales team: coverage, visit frequency, win rate, order value, cost per unit of revenue and target achievement.
Write the formula of each KPI; compare a rep with their own past and plan, not with a borrowed benchmark.
What are field sales KPIs?
Field sales KPIs are the indicators that measure the activity, results and cost of salespeople who visit customers: how many of the right accounts were seen, how opportunities convert, how large orders are, and what each unit of revenue costs.
Revenue is a result; most of these KPIs are levers that come before it. A drop in coverage this quarter often shows in revenue next quarter.
The complete guide Field sales management software: the complete guideThe KPIs and their formulas
| KPI | Formula | What it tells you |
|---|---|---|
| Coverage | Accounts visited ÷ accounts that should have been visited | Whether the plan is being followed |
| Frequency adherence | Accounts within their frequency ÷ accounts with a frequency | Which accounts are slipping |
| Win rate | Proposals won ÷ proposals decided | How well opportunities convert |
| Average order value | Revenue ÷ number of orders | Size of a typical order |
| Cost per unit of revenue | Total cost of the rep or agent ÷ revenue | What each euro sold costs |
| Target achievement | Revenue to date ÷ target to date | Where the period is heading |
| Committed pipeline | Sum of qualified open deals expected in the period | What is likely to close |
A worked example
One fictional rep, one quarter:
| KPI | Calculation | Result |
|---|---|---|
| Coverage | 45 accounts visited ÷ 60 planned | 0.75 (three in four) |
| Win rate | 10 proposals won ÷ 40 decided | 0.25 (one in four) |
| Average order value | €90,000 ÷ 120 orders | €750 |
| Cost per unit of revenue | €12,000 ÷ €90,000 | 0.133, about 13.3 cents per euro sold |
Rep and figures are fictional. They illustrate the formulas and are not benchmarks.
Reading: the 15 accounts not visited are the first thing to look at; if they are high-potential accounts, next quarter's revenue is already at risk.
Building a KPI dashboard in six steps
- Pick a few KPIs. Activity, results and cost: one or two of each, not twenty.
- Write each formula. Numerator, denominator and period, so everyone computes the same thing.
- Check the data exists. Visits, orders, proposals and costs must be recorded to be measured.
- Set the scope. Each manager sees their team; each rep sees their own figures.
- Review on a fixed rhythm. Weekly for activity, monthly or quarterly for results.
- Act on the gaps. Every KPI review ends with an action and an owner.
Common mistakes
- Too many KPIs. Twenty indicators means none is read.
- Borrowed benchmarks. Another company's figures say nothing about your market.
- Counting visits, not the right visits. Coverage must be measured against the plan.
- Comparing agents and employees on the same scale. Their cost structures differ.
What SalesIro brings
The features relevant to this page, all taken from the public feature list (59 features, 3 of them marked “to be activated”):
- Management console: forecast, coverage, frequency and alerts by scope;
- Performance and ranking: target achievement, monthly revenue and pipeline by rep;
- Committed forecast: what will close, separated from poorly qualified deals;
- Visit frequency: accounts out of frequency flagged;
- Mixed sales force: cost per euro sold for each channel.
The same data can be queried from an AI assistant — Claude, ChatGPT, Le Chat or Perplexity — through the MCP server for AI assistants, with a key or an OAuth connection. A question such as “what is the coverage of each rep this quarter, and which class A accounts were missed?” is answered from your own data, without an export. Every read is written to the access log, and access rules still apply: a rep's assistant only sees that rep's accounts.
Related guides
The overview is in the complete guide to field sales management software.
To compare features line by line, see the feature list. All English guides are listed on the guides page; a French guide on this topic is also available: version française.
Further reading
Frequently asked questions
What KPIs should a field sales team track?
A few covering activity, results and cost: coverage, frequency adherence, win rate, average order value, cost per unit of revenue and target achievement.
How is sales coverage calculated?
Accounts visited in the period divided by the accounts that should have been visited under the agreed frequency.
What is a good win rate in field sales?
There is no universal figure: it depends on the market, the offer and how proposals are counted. Compare each rep with their own past results and with the plan.
How do you calculate cost per unit of revenue?
Divide the total cost of a rep or agent for the period by the revenue they generated; the result is what each unit of revenue costs.
Every manager sees their scope
In SalesIro, the management console shows forecast, coverage and frequency for each manager's scope, and each rep sees their own figures.
See how it works