Pipeline Coverage
Formula: Open pipeline value / Quota
What it means: How much pipeline you need to hit quota.
What good looks like: 3x to 4x quota in open opportunities.
Common mistake: Counting unqualified deals inflates the number.
Glossary18 min·May 2026
The Complete RevOps KPI Glossary
Every metric a Dutch B2B revenue team should track, explained without jargon. From CAC to MRR, with formulas, benchmarks and common mistakes.
This is the most complete RevOps KPI reference for Dutch B2B revenue teams in 2026. It is organised by category, with the formula, plain-English meaning, a healthy benchmark, and the most common mistake for every metric. Use it as a glossary while building dashboards, onboarding new reps, or aligning sales and marketing on shared definitions. Every entry below is written from real implementation work across 150+ Pipedrive RevOps stacks.
Pipeline Metrics
Pipeline Velocity
Formula: (Number of deals × Avg deal size × Win rate) / Sales cycle length
What it means: How fast revenue moves through your pipeline.
What good looks like: Improving quarter over quarter.
Common mistake: Optimising for speed by skipping qualification.
Win Rate
Formula: Closed won / (Closed won + Closed lost)
What it means: Percentage of opportunities that become customers.
What good looks like: 20-30% for B2B SaaS, varies by industry.
Common mistake: Including unqualified deals lowers the rate artificially.
Average Deal Size
Formula: Total revenue / Number of deals
What it means: Average contract value.
What good looks like: Growing as you move upmarket.
Common mistake: Mixing one-time and recurring revenue.
Sales Cycle Length
Formula: Days from first contact to closed won
What it means: How long it takes to close a deal.
What good looks like: Decreasing as your team gets better.
Common mistake: Not segmenting by deal type or segment.
Revenue Metrics
MRR (Monthly Recurring Revenue)
Formula: Sum of all recurring monthly contracts
What it means: Predictable monthly revenue from subscriptions.
What good looks like: Growing 10-20% month over month for early stage.
Common mistake: Including one-time fees.
ARR (Annual Recurring Revenue)
Formula: MRR × 12
What it means: Annualised recurring revenue.
What good looks like: 30-100% YoY growth for SaaS.
Common mistake: Including non-renewing contracts.
NRR (Net Revenue Retention)
Formula: (Starting ARR + Expansion - Churn) / Starting ARR
What it means: How much existing customers grow or shrink.
What good looks like: 110-130% is healthy for B2B SaaS.
Common mistake: Counting only new logo revenue ignores expansion.
GRR (Gross Revenue Retention)
Formula: (Starting ARR - Churn) / Starting ARR
What it means: Revenue retention without expansion.
What good looks like: 90%+ for B2B SaaS.
Common mistake: Confusing GRR with NRR.
Revenue Run Rate
Formula: Current month revenue × 12
What it means: Annualised projection based on current performance.
What good looks like: Used for forecasting, not for actuals.
Common mistake: Treating it as committed revenue.
Cost Metrics
CAC (Customer Acquisition Cost)
Formula: Total sales & marketing spend / New customers acquired
What it means: What it costs to land one customer.
What good looks like: Less than 1/3 of LTV for healthy SaaS.
Common mistake: Excluding salaries and overhead.
LTV (Lifetime Value)
Formula: Avg revenue per customer × Average customer lifespan
What it means: Total revenue you expect from one customer.
What good looks like: 3x or more of CAC.
Common mistake: Using monthly revenue instead of annual contract value.
LTV:CAC Ratio
Formula: LTV / CAC
What it means: Return on acquisition investment.
What good looks like: 3:1 minimum, 5:1+ ideal.
Common mistake: Calculating before customer base matures.
Payback Period
Formula: CAC / (Monthly revenue × Gross margin)
What it means: Months until a customer pays back their acquisition cost.
What good looks like: Under 12 months for B2B SaaS.
Common mistake: Ignoring gross margin in the calculation.
Activity Metrics
Activities per Deal
Formula: Total activities / Number of deals
What it means: Average touchpoints to close.
What good looks like: Benchmark by segment, look for outliers.
Common mistake: Optimising for activity count not quality.
Connect Rate
Formula: Connected calls / Total calls
What it means: Percentage of outreach that reaches a human.
What good looks like: 15-25% for cold outbound.
Common mistake: Counting voicemails as connects.
Meeting Show Rate
Formula: Meetings attended / Meetings booked
What it means: Percentage of booked meetings that happen.
What good looks like: 70%+.
Common mistake: Not sending reminders or confirmation.
Demo to Close Conversion
Formula: Closed won / Demos delivered
What it means: How well demos convert to revenue.
What good looks like: 20-40% for product-led B2B.
Common mistake: Not tracking demo quality scores.
Forecasting Metrics
Forecast Accuracy
Formula: Actual revenue / Forecasted revenue
What it means: How accurate your forecasts are.
What good looks like: 90-110% (slight under-forecasting is healthy).
Common mistake: Sandbagging forecasts to look good.
Commit Coverage
Formula: Commit pipeline value / Quota gap
What it means: How much you committed to closing this period.
What good looks like: 1.5x to 2x quota gap.
Common mistake: Including deals without next steps.
Best Case Coverage
Formula: Best case pipeline / Quota gap
What it means: Maximum potential coverage.
What good looks like: 3x or more.
Common mistake: Confusing best case with commit.
Customer Success Metrics
Churn Rate
Formula: Customers lost / Total customers (in period)
What it means: How fast you lose customers.
What good looks like: Under 5% annual for B2B SaaS.
Common mistake: Counting revenue churn and customer churn together.
Expansion Revenue
Formula: Upgrades + cross-sells minus downgrades
What it means: Net revenue growth from existing customers.
What good looks like: 20-30% of new business from expansion.
Common mistake: Not separating expansion from new business.
NPS (Net Promoter Score)
Formula: % promoters minus % detractors
What it means: Customer loyalty signal.
What good looks like: 30+ is good, 50+ is excellent.
Common mistake: Asking too often or to wrong audience.
CSAT (Customer Satisfaction)
Formula: Satisfied responses / Total responses
What it means: Short-term satisfaction signal.
What good looks like: 80%+.
Common mistake: Confusing CSAT with NPS.
Cijfers over marketing
MQL (Marketing Qualified Lead)
Formula: Leads meeting marketing scoring threshold
What it means: Leads ready to hand off to sales.
What good looks like: Defined by joint sales-marketing SLA.
Common mistake: MQLs defined unilaterally by marketing.
SQL (Sales Qualified Lead)
Formula: MQLs accepted and worked by sales
What it means: Sales-validated opportunities.
What good looks like: 50%+ of MQLs become SQLs.
Common mistake: Sales rejecting MQLs without feedback.
Lead-to-Customer Rate
Formula: New customers / Total leads
What it means: Marketing to revenue conversion.
What good looks like: 1-3% for B2B inbound.
Common mistake: Not segmenting by lead source.
CPL (Cost per Lead)
Formula: Marketing spend / Leads generated
What it means: Cost-efficiency of lead generation.
What good looks like: Varies wildly by channel.
Common mistake: Comparing CPL across qualification levels.
SAL (Sales Accepted Lead)
Formula: Leads accepted by sales after MQL handoff
What it means: Quality signal on marketing-sales alignment.
What good looks like: 80%+ of MQLs accepted.
Common mistake: No clear acceptance criteria.
Cijfers over je team
Quota Attainment
Formula: Achieved revenue / Quota
What it means: How well reps hit their numbers.
What good looks like: 60-70% of reps at or above quota.
Common mistake: Setting unrealistic quotas.
Ramp Time
Formula: Days from start to full productivity
What it means: How fast new hires become productive.
What good looks like: 3-6 months for B2B sales.
Common mistake: Not having structured onboarding.
New Hire Productivity
Formula: New hire revenue at 6 months / Tenured rep revenue
What it means: How effective onboarding is.
What good looks like: 70%+ within 6 months.
Common mistake: Comparing without segmenting by territory.
Rep Productivity (per quarter)
Formula: Closed revenue / Number of reps
What it means: Average revenue per rep.
What good looks like: Improving quarter over quarter.
Common mistake: Not accounting for territory differences.
Additional Essential Metrics
Lead Response Time
Formula: Avg time from inbound lead to first contact
What it means: How fast sales responds to new leads.
What good looks like: Under 5 minutes for hot leads.
Common mistake: Measuring business hours only.
Stage Conversion Rate
Formula: Deals moving to next stage / Deals in current stage
What it means: How efficient each pipeline stage is.
What good looks like: Benchmark by stage, look for drop-offs.
Common mistake: Not analysing why drop-offs happen.
Deal Stagnation Rate
Formula: Deals without activity in 30+ days / Total open deals
What it means: How much pipeline is stuck.
What good looks like: Under 20%.
Common mistake: Treating stagnation as inactive sales effort.
Average Discount %
Formula: (List price - Sale price) / List price
What it means: How much you discount to close.
What good looks like: Under 15% on average.
Common mistake: Not segmenting by deal size.
Time to Productivity
Formula: Days from hire to first closed deal
What it means: Onboarding effectiveness.
What good looks like: 90-120 days for B2B sales.
Common mistake: Confusing first deal with full ramp.
Sales Cycle by Source
Formula: Avg cycle length grouped by lead source
What it means: Which channels close fastest.
What good looks like: Compare to make channel decisions.
Common mistake: Looking only at aggregate cycle length.