Most Founders Track Revenue — But That’s Not Enough
If you’re running an IT or service-based business, chances are you’re watching your revenue closely.
But here’s the truth: revenue is a lagging indicator.
By the time you notice it dropping, it’s already too late to fix.
To grow consistently — and to predict your next quarter’s performance — you need to track three key sales metrics that reveal how healthy your pipeline really is.
Let’s break them down. 👇
1️⃣ Lead-to-Opportunity Conversion Rate
This metric tells you how many of your leads actually turn into qualified sales opportunities.
Formula:
(Qualified Leads ÷ Total Leads) × 100
If your lead-to-opportunity rate is low, the problem isn’t your sales team—it’s your targeting or positioning.
You’re talking to the wrong audience or delivering the wrong message.
✅ What to do:
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Review your ideal client profile (ICP) — who actually buys and why?
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Check your lead sources. Are they from referrals, ads, or cold outreach?
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Audit your first-call script — is it building trust or just pitching?
Once you get this right, your sales process instantly feels easier — because you’re talking to people who already need what you offer.
2️⃣ Opportunity-to-Closed-Won Rate
Also known as your sales closing rate, this metric shows how effectively your team turns conversations into contracts.
Formula:
(Deals Won ÷ Qualified Opportunities) × 100
If this number is under 25%, you may have:
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An unclear offer structure (clients don’t know what they’re buying)
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Weak follow-up rhythm
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Or simply too many “maybe” deals that should’ve been filtered earlier
✅ What to do:
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Clarify your offer — make it simple, outcome-driven, and risk-reduced
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Introduce a next-step framework in every sales call
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Follow up with value, not pressure (send insights, not reminders)
When you close faster, you shorten the sales cycle and build predictable growth — without chasing endless new leads.
3️⃣ Pipeline Velocity
Pipeline velocity tells you how quickly money moves through your funnel.
Formula:
(Number of Deals × Average Deal Size × Win Rate) ÷ Average Sales Cycle Length
This single number shows how fast your sales system turns leads into revenue.
If it’s low, it means deals are getting stuck—maybe due to indecisive clients, slow communication, or unclear proposals.
✅ What to do:
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Identify where deals get stuck (proposal, negotiation, or payment).
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Automate follow-ups and reminders
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Use CRM analytics to flag “stalled” opportunities
High velocity = faster cash flow and better forecasting.
Why These 3 Metrics Matter More Than Anything Else
Because they form the core of a scalable sales system.
If you can measure:
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How many good leads are you getting (conversion)
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How many are you closing (closing rate)
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How fast deals move (velocity)
…you can predict your future.
That’s how you shift from reactive to proactive sales—and stop living quarter-to-quarter in survival mode.
The Founder’s Trap: Intuition Over Data
Many founders trust their gut more than their metrics.
And to be fair, intuition matters — but data gives your intuition context.
Tracking these numbers weekly (not monthly!) helps you make sharper decisions:
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When to hire a salesperson
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When to increase lead generation
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When to adjust your offer
Sales stop being chaotic. It becomes a system.
🚀 Join the Go Global Asia Community
At Go Global Asia, we help IT founders move from random growth to repeatable, data-driven success.
Learn from peers who’ve scaled to Europe, the US, and beyond—and discover the tools they use to track, close, and grow faster.
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