Let’s be honest: as a SaaS leader, you’re under constant pressure to hit those ambitious revenue targets and scale your company faster than a caffeine-fueled coder on a deadline. You’re practically hardwired to chase growth.

So, you’ve made the savvy move to bring in an outsourced B2B sales team—like handing the keys to a finely-tuned sports car (your sales goals, of course) to a pro driver. Exciting? Absolutely. A tad nerve-wracking? You bet.

Here’s the thing: outsourcing sales can be a massive growth lever for SaaS companies, but only if you’re tracking the right metrics. Because without a crystal-clear view of what’s working (and what’s not), even the most promising partnerships can stall out. Misaligned goals, fuzzy KPIs, and a general lack of data-driven insights—that’s a recipe for frustration, not revenue acceleration.

So, whether you’re a VP of Sales, a CMO, a Growth Leader, or the founder with your hands on everything, this article is your go-to guide for data-driven sales success. We’re diving deep into 15 essential SaaS sales metrics to monitor when you’ve got an outsourced B2B team on the front lines. Think of it as your performance dashboard for sales outsourcing—giving you the insights you need to make smart decisions, optimize your sales engine, and squeeze every ounce of value out of your partnership.

Ready to transform your outsourced sales operation from a black box into a well-oiled, revenue-generating machine? Let’s get started.

II. Top-of-Funnel Metrics: Fueling the Engine

Think of your sales funnel like a high-performance engine. The top of the funnel is where you pour in the fuel—those precious qualified leads that have the potential to power your growth. These metrics tell you how efficiently your outsourced team is attracting and capturing the right leads for your SaaS solution.

1. Number of Qualified Leads: It’s About Quality, Not Just Quantity

This metric is all about separating the signal from the noise. It’s not just about how many leads are coming in, but how many of those leads are actually a good fit for your product. A qualified lead is like that perfectly brewed cup of coffee in the morning—it hits all the right notes. They align with your Ideal Customer Profile (ICP), have a genuine need for your solution, and are ready to engage in a sales conversation. A low number of qualified leads? That’s a sign that your targeting might be off, or your lead qualification process needs a tune-up.

Actionable Tip: Don’t leave your outsourced team guessing about what a “good” lead looks like. Collaborate with them to define crystal-clear ICP guidelines. Regularly review the quality of leads entering the pipeline, and consider implementing a lead scoring system to prioritize the most promising prospects.

2. Cost Per Qualified Lead (CPL): Efficiency is Your Friend

CPL is your efficiency compass. It tells you how much it costs, on average, to acquire one of those precious qualified leads. The lower your CPL, the more cost-effective your lead generation efforts are. But remember, it’s a balancing act. Don’t sacrifice lead quality just to chase a low CPL. You want high-quality leads at a reasonable cost.

Actionable Tip: Track your CPL religiously, and don’t be afraid to get granular. Break it down by channel and campaign to see what’s working best. Experiment with different lead generation tactics and analyze their impact on your CPL. Knowledge is power, especially when it comes to optimizing your marketing spend.

3. Lead Source Breakdown: Know Where Your Leads Are Coming From

This metric is all about understanding the customer journey. Where are your most qualified leads coming from? Are they finding you through organic search, social media, paid advertising, or word-of-mouth referrals? Knowing the source of your leads helps you focus your marketing efforts and budget on the channels that are delivering the highest ROI.

Actionable Tip: Once you know which lead sources are your heavy hitters, double down on them. For the channels that are underperforming, it’s time to reassess your strategy. Maybe you need to adjust your messaging, reallocate your budget, or try a different approach altogether. Share this data openly with your outsourced team to ensure your marketing and sales efforts are working in perfect harmony.

III. Mid-Funnel Metrics: Turning Interest into Opportunities

Congratulations, you’ve got a steady stream of qualified leads flowing into your funnel. Now, it’s time to turn that interest into tangible sales opportunities. These mid-funnel metrics measure how effectively your outsourced team is engaging with leads, nurturing their interest, and guiding them towards a sale.

4. Lead Response Time: Speed Matters in the SaaS World

In the world of SaaS, every second counts. Leads are like hot potatoes—they cool down fast. This metric measures how quickly your outsourced team is responding to those inbound leads. A fast response time shows leads that you’re attentive, eager to help, and serious about earning their business. On the other hand, a slow response time can be a deal-breaker.

Actionable Tip: Don’t leave lead response time to chance. Establish clear Service Level Agreements (SLAs) with your outsourced team to define acceptable response times. Implement automation tools to streamline the process and prioritize immediate follow-up to strike while the iron is hot.

5. Demo/Meeting Scheduling Rate: Moving Leads to the Next Stage

This metric tells you how effective your team is at converting initial interest into those all-important sales conversations. It’s one thing to have a lead express interest, but it’s another thing entirely to get them on the calendar for a demo, a discovery call, or a formal meeting. A high scheduling rate means your team is nailing their pitch, building rapport, and effectively communicating the value of your SaaS solution.

Actionable Tip: Regularly review your team’s sales pitch and value proposition based on feedback from leads. Are there any common objections or sticking points? Experiment with different call-to-action (CTA) strategies to encourage more leads to take that next step and schedule a time to chat.

6. Sales Qualified Lead (SQL) Conversion Rate: Focusing on the Right Leads

Not all leads are created equal. Some are just tire-kickers, while others are serious buyers with a burning need for your solution. This metric measures the percentage of leads that meet your predefined SQL criteria—those telltale signs that a lead is ready to buy. These criteria might include factors like budget availability, decision-making authority, a clearly defined need for your product, and a timeline for purchase.

Actionable Tip: Make sure you’re on the same page with your outsourced team when it comes to defining your SQL criteria. This ensures they’re focusing their efforts on the leads that are most likely to convert into paying customers. Implement lead scoring and qualification frameworks to maintain consistency and objectivity throughout the process.

IV. Bottom-of-Funnel Metrics: Sealing the Deal

You’ve fueled the engine, you’ve built momentum, and now it’s time to cross the finish line. These bottom-of-funnel metrics are all about results. They show you how effectively your outsourced team is converting those hard-earned opportunities into paying customers and driving revenue growth.

7. Opportunity Win Rate: The Ultimate Measure of Sales Success

This is the metric that keeps sales leaders up at night—in a good way, of course. It’s the percentage of sales opportunities that result in a closed-won deal. A high win rate means your team is firing on all cylinders, effectively overcoming objections, and guiding prospects smoothly through the sales process.

Actionable Tip: Don’t just celebrate the wins—analyze the losses. Dig deep into the reasons why deals are slipping through the cracks. Are there any common objections or roadblocks that are consistently derailing your team? Use this data to provide targeted training and coaching to your outsourced team, equipping them with the skills and knowledge they need to close more deals.

8. Average Deal Size: The Impact of Bigger Wins

This metric is all about maximizing revenue. It represents the average revenue value of your closed-won deals. Increasing your average deal size can have a dramatic impact on your bottom line, leading to faster revenue growth and increased profitability. Think of it this way: closing a few more high-value deals can make a big difference in your overall revenue.

Actionable Tip: Explore opportunities to upsell and cross-sell to your existing customer base. Consider implementing tiered pricing models that cater to different customer needs and budgets, allowing you to capture a wider range of deal sizes.

9. Sales Cycle Length: Time is Money in SaaS

In the fast-paced world of SaaS, time is your most valuable asset. This metric tracks the average time it takes to close a deal, from the initial point of contact with a lead to the moment the contract is signed. Shorter sales cycles translate to faster revenue recognition and a more efficient sales process.

Actionable Tip: Identify any bottlenecks or areas of friction in your sales process and streamline wherever possible. Are there any unnecessary steps or approvals that are slowing things down? Implement sales acceleration tools and methodologies to improve efficiency and help your team close deals faster.

10. Customer Acquisition Cost (CAC): Understanding Your ROI

CAC is a critical metric for understanding the financial health of your SaaS business. It measures the total cost of acquiring a new customer, including all your marketing and sales expenses. Ideally, you want your CAC to be significantly lower than your customer lifetime value (LTV) to ensure profitability.

Actionable Tip: Continuously optimize your sales and marketing processes to reduce your CAC. Leverage automation and technology to improve efficiency and explore cost-effective lead generation strategies.

V. Customer Success & Retention Metrics: The Gift That Keeps on Giving

In the subscription-based world of SaaS, acquiring a new customer is just the beginning. The real magic happens when you keep those customers happy, engaged, and paying their monthly bills. These metrics measure how well your outsourced team is setting the stage for long-term customer success, which is essential for sustainable revenue growth.

11. Customer Churn Rate: Keeping Your Customers Happy

Churn is the silent killer of SaaS revenue. It’s the percentage of customers who cancel or don’t renew their subscriptions within a specific period. A high churn rate can quickly eat away at your recurring revenue stream, making it essential to monitor and address any underlying issues.

Actionable Tip: Work closely with your outsourced team to implement a stellar onboarding process that sets new customers up for success from day one. Provide exceptional ongoing customer support and actively seek customer feedback to identify and address any pain points early on.

12. Customer Lifetime Value (CLTV or LTV): The Holy Grail of SaaS Metrics

LTV is the ultimate measure of customer value. It represents the predicted total revenue a customer will generate during their entire relationship with your business. Understanding your LTV helps you determine how much you can afford to spend on acquiring new customers (CAC) and informs your overall growth strategy.

Actionable Tip: Focus on increasing your LTV by upselling and cross-selling to existing customers and by implementing strategies to improve customer retention rates. Satisfied, loyal customers are your best advocates and contribute significantly to your long-term revenue growth.

VI. Activity & Productivity Metrics: The Daily Grind

These metrics give you a peek behind the curtain, providing valuable insights into your outsourced team’s daily activities. They allow you to gauge their efficiency, identify any potential roadblocks, and pinpoint areas for improvement.

13. Activities Per Sales Rep: Measuring the Hustle

This metric tracks the volume of sales-related activities each representative on your outsourced team conducts on a daily or weekly basis. This might include activities like making calls, sending emails, conducting product demos, or engaging with prospects on social media.

Actionable Tip: Set clear activity goals for your outsourced team and use sales engagement platforms to track their progress. Analyze the activity patterns of your top-performing reps to identify best practices that can be shared with the entire team.

14. Lead Conversion Rate by Rep: Identifying Top Performers

This metric measures the percentage of leads that each individual sales representative on your outsourced team successfully converts into opportunities. It’s a valuable tool for identifying top performers, as well as those who might need additional coaching or training.

Actionable Tip: Use this data to identify any skill gaps or training needs within your outsourced team. Share best practices from top performers and provide personalized coaching to help each rep reach their full potential.

VII. Leading Indicators and Qualitative Data: Looking Beyond the Numbers

While numbers are essential for tracking performance, don’t underestimate the power of qualitative data. These aspects provide a more holistic view of your outsourced team’s performance, revealing deeper trends and insights that might not be immediately apparent from quantitative metrics alone.

15. Pipeline Health & Forecast Accuracy: Predicting the Future

Regularly reviewing the health of your sales pipeline—the number of deals in progress, their value, and their stage in the sales cycle—is crucial for anticipating future revenue and identifying potential roadblocks. Comparing your pipeline status to your revenue forecasts helps you gauge the accuracy of your projections and make necessary adjustments to your sales strategy.

Actionable Tip: Conduct weekly pipeline reviews with your outsourced team to discuss the status of deals in progress, identify any potential challenges, and ensure everyone is aligned on revenue targets. Use CRM tools to visually track pipeline health and identify any potential bottlenecks.

Bonus: Qualitative Feedback: The Voice of the Customer

Numbers tell a story, but they don’t always reveal the full picture. Regularly gathering qualitative feedback from both your outsourced team and your customers is essential for gaining deeper insights into market trends, competitive challenges, and potential areas for improvement within your sales processes.

Actionable Tip: Encourage open communication with your outsourced team and create opportunities for them to share feedback and insights from their interactions with prospects. Implement systems for collecting customer feedback, such as surveys or post-sale interviews, to understand their experiences and identify areas where you can improve your product or service.

VIII. Conclusion: Metrics-Driven Success for SaaS Outsourcing

By closely monitoring these 15 SaaS sales metrics, you’ll gain a data-driven understanding of your outsourced B2B team’s performance, empowering you to make informed decisions, optimize your sales process, and drive sustainable revenue growth.

Remember, effective sales outsourcing is a partnership built on trust, transparency, and a shared commitment to success. By establishing clear goals, tracking the right metrics, and maintaining open communication, you can ensure that your outsourced team is an invaluable asset in your journey to SaaS growth and beyond.

About Autobound

Autobound's leading AI-powered platform delivers 350+ unique insights for go-to-market teams from financial filings, social media activity, 35 news events, competitor trends, job changes and more. Trusted by 7,000+ companies including TechTarget and validated by 220+ 5-star G2 reviews, we're unlocking hyper-personalization at scale, with native integrations for Salesloft, Outreach, and more. Leverage our developer-friendly API, try our Chrome extension, try our platform free, or contact our team to eliminate guesswork and drive measurable growth →

Built with love in San Francisco, CA