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Top 15 Financial Metrics & KPIs for Small Business Success

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  • June 23, 2020
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key performance indicator

86% of surveyed sales professionals say that sales culture is important to job satisfaction. As a business coach, I want to see this number RISE over time because it’s an easy way for us to track improvements. If you see this figure falling, it tells you there’s a problem you must address as soon as possible.

  • This metric can reveal flaws and highlight benefits in aspects of your sales process like outreach cadence, prospecting approach, and channel preferences.
  • If more money is coming in than going out, a business has positive cash flow, and if it’s paying out more money than it’s receiving, it has negative cash flow.
  • Automating data collection will free up your teams time and help you get more accurate data.
  • Useful KPIs to determine customer retention can be a customer churn rate, which gives you the number of customers who have dropped off during a given period.
  • These discussions should include employees from all key departments to ensure goals are relevant to the entire company.

That means that for every $1 that you earn, your business keeps $0.40. Comparing your profit margin from year to year will help you see if an increase in revenue increases profit at the same rate. Your profit margin, also known as your net profit margin, is used to measure how profitable your business is. Similar to the net profit metric, it will show you how well your revenue is being used. It’s a measure of how much profit your business makes from the revenue it earns.

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This means that you’ll need a 5 Kpis To Measure Small Business Growth solution that connects to a range of tools to pull together accurate data. As you can imagine, every company, industry, and business model is different so it’s difficult to pinpoint an exact number for the amount of KPIs you should have. However, a good number to aim for is somewhere between two to four KPIs per goal. Enough to get a good sense of where you stand but not too many where there’s no priority. As you begin to identify KPIs for your business, less is worth more. Rather than choosing dozens of metrics to measure and report on you should focus on just a few key ones.

  • And remember — as important as tracking KPIs is, every sales KPI must be tied to an overarching goal.
  • Set the right goals that will position your business to meaningful successful outcomes.
  • Conversions don’t necessarily always have to be making a purchase, it could be the rate of customers who complete an online form, download an ebook or sign up for a demo.
  • While some KPIs are simple, KPIs that can help your business target specific goals can be tougher to create.
  • As you know, it’s easier to keep customers than attract new ones.

It can help you reconsider your pricing strategy and gain a competitive advantage. The sales cycle length is another important KPI that tells you how long it takes to close a deal- starting from the very first interaction with a prospect to converting it. The shorter the cycle length, the sooner you can start generating revenue. You need to monitor the amount of time, effort, and resources invested in prospecting activities. You can then select KPIs that best measure these actions and how your sales team is performing in these areas.


Company-wide KPIs often kick-off conversations on why certain departments are performing well or poorly. Key performance indicators gauge a company’s output against a set of targets, objectives, or industry peers. Paige Smith Paige Smith is a content marketing writer who specializes in writing about the intersection of business, finance, and tech. Paige regularly writes for a number of B2B industry leaders, including fintech companies, small business lenders, and business credit resource sites.


Calculating the CLV depends on your product specifics – are you selling on a monthly basis, is it a big one-time transaction, or do people return to make repeat purchases? Here’s a great infographic by Kissmetrics, explaining the CLV in-depth. Similarly to Sales Revenue metric, this KPI can be increased by investing more resources in your marketing and sales activities. Sales Growth can also be boosted by positive media coverage or new product launch.


These metrics show you the effectiveness of your outreach efforts. For instance, if the primary channel you use for outreach is email, you can use KPIs like email open rates or response rates to measure your success. Once the goals are set, you will need to determine what are the team and individual actions required to achieve these goals. For example, say, your primary goal is to increase the number of customers by 100 in the coming year. To support this goal, you can also set secondary goals such as converting at least 3 customers every week.

Instead of relying on feelings or emotions, KPIs are statistically supported and can not discriminate across employees. When used appropriately, KPIs may help encourage employees as salespeople may realize their numbers are being closely monitored. When beginning the process of pulling together KPI dashboards or reports, consider the following steps. KPIs are usually not externally required; they are simply internal measurements used by management to evaluate a company’s performance. Process-focused KPIs aim to measure and monitor operational performance across the organization. Get our latest news and information on business finance, management and growth.

They are aggressive and ambitious goals that speak to the business’s big-picture vision. With that in mind, having KPIs means narrowing your focus to a few vital metrics that will influence your business the most. A KPI is also useful for cross-departmental collaboration, as it makes it simple to see what other teams are working toward at a glance. KPIs tell companies if their hunches are right and if what they are doing is working. Businesses use KPIs to figure out whether they are reaching their top goals. These KPIs usually track the overall health and performance of the organization.

A high churn rate is a sign that something is wrong with your product or your business model. There are a few key performance indicators that every startup should track. These KPIs will give you insights into whether your business is on track and growing as you expect it to. This depends on how long the customer buying cycle is, and the time it takes for strategies to show proof of success. For many online businesses, it is crucial to track business KPIs every day to better understand market fluctuations. A good business hack is to get a solution that automatically alerts youwhenever there is a day-on-day, or week-on-week change in your KPIs.

Because of the long-term reporting of this figure, this is one of the only metrics we don’t track daily. Rather, we track this figure monthly and keep records in a spreadsheet. This is important because if you take your average front-end order value and subtract it from your CPA, the result will tell you the initial return on advertising. In an ideal world, you want your average front-end order value to be more than your customer acquisition cost. These are two different figures because when you’re paying to acquire customers and clients, you want to get an ROI as fast as possible. The higher the average front-end order value, the bigger the ROI.

What are KPIs in small business?

A Key Performance Indicator (KPI) is a quantifiable performance measure that tracks the attainment of a strategic objective over time. KPIs measure the progress of organisational performance objectives, rather than individual objectives. They are most typically used to track strategic objectives and goals.

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