KPIs
Key Performance Indicator definitions and targets
Overview
Comprehensive KPI definitions for tracking SBK marketing, sales, and operations performance.
Marketing KPIs
Demand Generation
| KPI |
Definition |
Target |
Frequency |
| Leads |
New contact created |
100/month |
Weekly |
| MQLs |
Leads meeting score threshold |
50/month |
Weekly |
| Lead-to-MQL Rate |
MQLs / Leads |
50%+ |
Monthly |
| Cost per Lead (CPL) |
Spend / Leads |
<$200 |
Monthly |
| Cost per MQL |
Spend / MQLs |
<$400 |
Monthly |
Content & Engagement
| KPI |
Definition |
Target |
Frequency |
| Website Traffic |
Unique visitors |
5K/month |
Weekly |
| Content Downloads |
Gated assets |
100/month |
Weekly |
| Email Open Rate |
Opens / Delivered |
25%+ |
Per send |
| Email Click Rate |
Clicks / Opens |
15%+ |
Per send |
Sales KPIs
Pipeline Metrics
| KPI |
Definition |
Target |
Frequency |
| Pipeline Value |
Total open opportunities |
$500K+ |
Weekly |
| Win Rate |
Closed Won / (Won + Lost) |
35%+ |
Monthly |
| Sales Cycle |
Days from first touch to close |
<60 days |
Monthly |
| Average Deal Size |
Revenue / Deals closed |
$40K+ |
Monthly |
Activity Metrics
| KPI |
Definition |
Target |
Frequency |
| Discovery Calls |
New prospect meetings |
10/week |
Weekly |
| Proposals Sent |
Proposals delivered |
5/week |
Weekly |
| Proposal-to-Close |
Closed Won / Proposals |
60%+ |
Monthly |
Operations KPIs
Delivery Metrics
| KPI |
Definition |
Target |
Frequency |
| Utilization |
Billable / Available |
75-85% |
Weekly |
| On-Time Delivery |
Projects on schedule |
95%+ |
Monthly |
| CSAT |
Client satisfaction score |
4.5+/5 |
Per engagement |
| First-Time Audit Pass |
Audits passed first attempt |
90%+ |
Per audit |
Financial Metrics
| KPI |
Definition |
Target |
Frequency |
| Monthly Recurring Revenue |
Retainer revenue |
Growth |
Monthly |
| Gross Margin |
(Revenue - COGS) / Revenue |
60%+ |
Monthly |
| Client Retention |
Clients retained YoY |
90%+ |
Annually |