Lead-to-Cash KPI Dictionary (Lite)
Essential metrics for tracking revenue efficiency from lead generation through cash collection. Quick reference for RevOps, Sales, and Finance teams.
Lead Generation
MQL (Marketing Qualified Lead)
Leads meeting marketing criteria for sales readiness
Cost per Lead
Total marketing spend divided by number of leads generated
Lead Velocity Rate
Month-over-month growth rate of qualified leads
Sales Pipeline
SQL (Sales Qualified Lead)
Leads validated by sales as ready for active pursuit
Conversion Rate (MQL→SQL)
Percentage of MQLs that become SQLs
Pipeline Coverage
Pipeline value divided by quota (typically 3-5x target)
Opportunity Management
Win Rate
Percentage of opportunities that close as won
Average Deal Size (ACV)
Mean annual contract value of closed-won deals
Sales Cycle Length
Days from opportunity creation to closed-won
Revenue Recognition
Booking
Contract value at the time of signature (committed revenue)
Billings
Amount invoiced to customers in a given period
Revenue (ARR/MRR)
Recognized recurring revenue (Annual/Monthly Recurring Revenue)
Cash Collection
DSO (Days Sales Outstanding)
Average days to collect payment after invoice
Collection Rate
Percentage of invoiced amount successfully collected
Cash Conversion Cycle
Time from booking to cash in bank
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