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Full Circle Insights

Metrics Dictionary

Planning

Volume Metrics
Metric Name Definition Logic Time Parameters Notes
MQL Volume of MQLs Sum of all MQLs Trailing 12 Months (TTM)  
SAL Volume of SALs Sum of all SALs TTM  
SQL Volume of SQLs Sum of all SQLs TTM  
Pipeline Volume of Pipeline Sum of all Pipeline TTM  
Won Volume of Wins Sum of all Wins TTM  
Conversion Metrics
Metric Name Definition Logic Time Parameters Notes
MQL to SAL Percentage of MQLs converted to SAL SAL volume / MQL volume TTM  
SAL to SQL Percentage of SALs converted to SQL SQL volume / SAL volume TTM  
SQL to Pipeline Percentage of SQLs converted to Pipeline Pipeline volume / SQL volume TTM  
Pipeline to Won Percentage of Pipeline converted to Won Won volume / Pipeline volume TTM  
Overall – MQL to Won Percentage of MQLs converted to Won Won volume / MQL volume TTM  
Velocity Metrics
Metric Name Definition Logic Time Parameters Notes
MQL to SAL Days between MQL and SAL Date of SAL - Date of MQL TTM Calculation uses average
SAL to SQL Days between SAL and SQL Date of SQL - Date of SAL TTM Calculation uses average
SQL to Pipeline Days between SQL and Pipeline Date of Pipeline - Date of SQL TTM Calculation uses average
Pipeline to Closed Won Days between Pipeline and Won Date of Won - Date of Pipeline TTM Calculation uses average
Overall – MQL to Won Days between MQL and Won Date of Won - Date of MQL TTM Calculation uses average

 

Metric Name Definition Logic Time Parameters Notes
Average Deal Size by Quarter Average deal sizes of all Closed Won by fiscal quarter Average value of all closed won deals TTM Calculation uses average
Sourced Revenue Sum of revenue (sales) by organizational department (based on campaign sources) Sum of all revenue by department TTM  
Top Performing Campaigns Descending list of campaigns with sourced revenue Sum of closed won value by campaign sources TTM  
Average Number of Touches Won/Lost Average number of influential touches for won opportunities versus lost opportunities Count of influential touches divided by count of opportunities All Time Influential Touches determined by Influence Model 1 Settings
Touch Timing for Won Deals Shows ratio of campaign touch types and when they occurred relative to opportunity close date, for closed won opportunities  Influential touches are grouped into buckets based on the time they occurred relative to opportunity close; chart shows the ratio of touch types within each bucket All Time Influential Touches determined by Influence Model 1 Settings

 

Achieving

Metric Name Definition Logic Time Parameters Notes
Revenue Goal Amount of won revenue (sales) relative to overall revenue goal Sum of closed won revenue relative to revenue goal Fiscal Year to Date (FYTD)  
Opportunity Coverage This Quarter Amount of business (revenue) scheduled to close in the current quarter in an organization’s pipeline relative to the revenue goals for this fiscal quarter Sum of open opportunities (pipeline) scheduled to close in the current fiscal quarter relative to the revenue goal for this fiscal quarter Current Fiscal Quarter  
Opportunity Coverage Next Quarter Amount of business (revenue) scheduled to close next fiscal quarter in an organization’s pipeline relative to the revenue goals for next fiscal quarter Sum of open opportunities (pipeline) scheduled to close next fiscal quarter relative to the revenue goal for next fiscal quarter Next Fiscal Quarter  
MQL Volume Volume of MQLs Sum of all MQLs FYTD  
MQL to SAL Conversion Rate Percentage of MQLs converted to SAL SAL volume / MQL volume FYTD  
MQL to SAL Velocity Rate Days between MQL and SAL Date of SAL - Date of MQL FYTD Calculation uses average
SAL Volume Volume of SALs Sum of all SALs FYTD  
SAL to SQL Conversion Rate Percentage of SALs converted to SQL SQL volume / SAL volume FYTD  
SAL to SQL Velocity Rate Days between SAL and SQL Date of SQL - Date of SAL FYTD Calculation uses average
SQL Volume Volume of SQLs Sum of all SQLs FYTD  
SQL to Pipeline Conversion Rate Percentage of SQLs converted to Pipeline Pipeline volume / SQL volume FYTD  
SQL to Pipeline Velocity Rate Days between SQL and Pipeline Date of Pipeline - Date of SQL FYTD Calculation uses average
Pipeline Volume Volume of Pipeline Sum of all Pipeline FYTD  
Pipeline to Won Conversion Rate Percentage of Pipeline converted to Won Won volume / Pipeline volume FYTD  
Pipeline to Won Velocity Rate Days between Pipeline and Won Date of Won - Date of Pipeline FYTD Calculation uses average
Average Deal Size Average deal size for all Won deals Sum of all Won revenue / Sum of all Won volume FYTD Calculation uses average
Opportunity Volume and Amount – Won Sum of all Won revenue and volume (number of closed won deals) by fiscal quarter Sum of all Won revenue and volume (number of closed won deals) by fiscal quarter FYTD  
Opportunity Volume and Amount – Won, Lost and Open Sum of all Won, Lost and Open revenue and volume (number of Won, Lost and Open deals) by fiscal quarter Sum of all Won, Lost and Open revenue and volume (number of Won, Lost and Open deals) by fiscal quarter FYTD  
Sourced Revenue Sum of revenue (sales) by organizational department (based on campaign sources) Sum of all revenue by department FYTD  

 

Optimizing

Metric Name Definition Logic Time Parameters Notes
Worked/Unworked MQLs Total number of MQLs currently in MQL stage by month Sum of all MQLs currently in MQL stage by month Fiscal Year to Date (FYTD)  
Unworked MQLs by Rep Total number of current MQLs by rep Sum of all MQLs by rep All Time  
MQL Disposition Reasons by Rep Sum of disqualifications by reason by rep Sum of disqualifications by reason by rep FYTD  
MQL to SAL Conversion Rate MQL to SAL Conversion Rate (%) and sum of MQLs by month

• SAL volume / MQL volume
• Sum of MQLs

FYTD Conversion calculation uses average
MQL to SAL Velocity Rate Days between MQL and SAL and sum of MQLs by month

• Date of SAL - Date of MQL
• Sum of MQLs

FYTD  
SAL to SQL Conversion Rate SAL to SQL Conversion Rate (%) and sum of SALs by month

• SQL volume / SAL volume
• Sum of SALs

FYTD Conversion calculation uses average
SAL to SQL Velocity Rate Days between SAL and SQL and sum of SALs by month

• Date of SQL - Date of SAL
• Sum of SALs

FYTD  
SQL to Opportunity Conversion Rate SQL to Opportunity Conversion Rate (%) and sum of SQLs by month

Opportunity volume / SQL volume
• Sum of SQLs

FYTD Conversion calculation uses average
SQL to Opportunity Velocity Rate Days between SQL and Opportunity and sum of SQLs by month

• Date of Opportunity - Date of SQL
• Sum of SQLs

FYTD  
Pipeline to Won Conversion Rate Pipeline to Won Conversion Rate (%) and sum of Pipeline by month

• Won volume / Pipeline volume
• Sum of Pipeline

FYTD Conversion calculation uses average
Pipeline to Won Velocity Rate Days between Pipeline and Won and sum of Pipeline by month

• Date of Won - Date of Pipeline
• Sum of Pipeline

FYTD  
SAL Disposition Reasons SAL disqualification reasons by month Sum of SAL disqualification reasons by month FYTD  
Lost SQL by Reason SQL lost reasons by month Sum of SQL lost reasons by month FYTD  
Lost Pipeline by Reason Pipeline lost reasons by month Sum of Pipeline lost reasons by month FYTD  

 

 

Evaluating

Metric Name Definition Logic Time Parameters Notes
Opportunity to Won Conversion Rate For each campaign, the number of influenced opportunities and the conversion rate (%) • Sum of opportunities influenced by a given campaign
• Conversion rate (from Opportunity to Won) for opportunities influenced by a given campaign
All Time Influential Touches determined by Influence Model 1 Settings
Opportunity to Won Velocity Rate For each campaign, the number of influenced opportunities and the velocity rate (days) • Sum of opportunities influenced by a given campaign
• Average velocity rate (from Opportunity to Won) for opportunities influenced by a given campaign
All Time

Velocity calculation uses average

Influential Touches determined by Influence Model 1 Settings

Average Deal Size For each campaign, the number of influenced opportunities and the average deal size ($) • Sum of opportunities influenced by a given campaign
• Average deal size rate for opportunities influenced by a given campaign
All Time

Deal size calculation uses average

Influential Touches determined by Influence Model 1 Settings

Top Campaigns by Attribution – Most Revenue (Won) List of campaigns with highest Won revenue influence, in descending order  Sum of Won revenue by campaign All Time Influential Touches determined by Influence Model 1 Settings
Top Campaigns by Attribution – Most Revenue (Lost) List of campaigns with highest Lost revenue influence, in descending order  Sum of Lost revenue by campaign All Time Influential Touches determined by Influence Model 1 Settings
Top Campaigns by Attribution – Most Won Opportunities (Count) List of campaigns with highest volume of Won opportunities, in descending order  Sum of Won opportunities by campaign All Time Influential Touches determined by Influence Model 1 Settings
Attribution by Campaign Type Distribution of won revenue by campaign type Sum of won revenue by campaign type All Time Influential Touches determined by Influence Model 1 Settings
Avg Number of Touches for Won and Lost Opportunities Average number of touches  for Won and Lost opportunities, by fiscal quarter Average number of touches for both Won and Lost opportunities All Time

Number of touches calculation uses average

Influential Touches determined by Influence Model 1 Settings

Disposition Reasons – MQL Disposition Reasons by Campaign Type MQL disqualification reasons by campaign type Sum of MQL disqualification reasons by campaign type FYTD  
Disposition Reasons – SAL Disposition Reasons by Campaign Type SAL disqualification reasons by campaign type Sum of SAL disqualification reasons by campaign type FYTD  
SQLs by Lost Reason Frequency distribution of SQL lost reasons Sum of SQL losses by lost reason FYTD  
Pipeline by Lost Reason Frequency distribution of Pipeline lost reasons Sum of Pipeline losses by lost reason FYTD  
Touch Timing – Touch Timing by Type (Won) For all Won Opportunities, touches by campaign type in 30-day cohort increments Sum of touches by campaign type by 30-day increments All Time Influential Touches determined by Influence Model 1 Settings
Touch Timing – Touch Timing by Type (Lost) For all Lost Opportunities, touches by campaign type in 30-day cohort increments Sum of touches by campaign type by 30-day increments All Time Influential Touches determined by Influence Model 1 Settings
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