Thirty sales and commercial measures defined in one sentence each with the formula, grouped by what they describe: coverage and activity, wallet and depth, retention and churn, pipeline and forecast, concentration and reporting, and data quality. Each links to a full definition. Written so that a team can adopt the definitions as its own, version them, and stop arguing about what a number means.
Every number in a sales report has a definition, written or not. Written ones can be shared, versioned and checked. This page gives thirty in one sentence each with the formula, grouped, so that a team can adopt them and cite them.
| Measure | Definition | Formula |
|---|---|---|
| Coverage | Share of assigned accounts touched at their tier's cadence | touched at cadence ÷ assigned |
| Penetration | Share of a stated universe of accounts that are buying | buying above floor ÷ universe |
| Time to first touch | Days from assignment to first qualifying touch | first touch date − assigned date |
| Rep load | Weighted accounts and opportunities a rep carries | Σ accounts × tier weight + Σ opps × stage weight |
| Meeting conversion | Share of first meetings that become a qualified opportunity in the window | converted ÷ first meetings |
| Measure | Definition | Formula |
|---|---|---|
| Share of wallet | Sales to a customer over its total category spend | our sales ÷ wallet |
| Gap value | What a customer would spend at the norm, less what it does | norm − actual, floored at 0 |
| Products per customer | Distinct product lines used in the period | count of lines with activity |
| Cross-sell | Revenue on lines not bought in the prior period | Σ new-line revenue |
| Upsell | Increase in revenue on lines already bought | Σ max(0, now − prior) per line |
| Whitespace | Empty account-by-line cells for lines similar accounts hold, valued | Σ norm spend on missing expected lines |
| Measure | Definition | Formula |
|---|---|---|
| Dormant account | An account silent beyond a multiple of its own order cadence | days silent > k × cadence |
| Churn | Customers or revenue lost from the starting base | lost ÷ starting base |
| Net revenue retention | ARR now from last year's customers over their ARR then | ARR now ÷ ARR then, same customers |
| Cohort | Customers grouped by first-purchase period, fixed | group by first purchase |
| Renewal calendar | Contracted value ending per month with untouched accounts in notice | Σ value by end month |
| Season watch | Clients whose recurring work has not started by their usual date | no activity by usual start + margin |
| Measure | Definition | Formula |
|---|---|---|
| Pipeline coverage | Open pipeline closing in period over remaining target | pipeline ÷ remaining target |
| Win rate | Won over won plus lost among outcomes in the period | won ÷ (won + lost) |
| Forecast bias | Mean signed forecast miss per rep at a fixed week | mean(forecast − actual) ÷ actual |
| Slip count | Times a deal's close date moved to a later period | count of out-of-period moves |
| Sales velocity | Revenue per day the pipeline produces | opps × win rate × avg value ÷ cycle days |
| Run rate | Recent revenue scaled to a longer period, window stated | window revenue ÷ window × period |
| Measure | Definition | Formula |
|---|---|---|
| Top-n share | Revenue from the largest n customers over total | top-n revenue ÷ total |
| Count to half | Customers, largest first, to reach half of revenue | n where cumulative ≥ 50% |
| Contribution | Gross margin less cost to serve per account | revenue − cost − cost to serve |
| Price realisation | Invoiced value over list value, against the agreed discount | invoiced ÷ list |
| Lifetime value | Annual contribution times expected remaining life, as a range | contribution × expected life, discounted |
| Measure | Definition | Formula |
|---|---|---|
| Roll-up | Revenue summed identically at region, team, person and account | Σ region = Σ team = Σ person = Σ account = ledger |
| Control total | The source system's figure an export must match | file total = source total |
| Data quality score | Share of a rep's CRM records passing completeness and validity checks | passing ÷ records |
Definitions in a workshop, not a document. Gone by the next quarter.
Changed silently. March and May incomparable.
Formula without the denominator stated. Coverage of what; penetration of what.
Thirty adopted, none versioned. Written, and still argued about.
Covirage computes every one of these from stated, versioned definitions and cites the version on each table. The metrics governance solution describes the setup, the glossary has the long form of each term, and the versioned definitions guide covers why the version matters.
Because two people computing coverage from the same CRM will get two numbers unless they share a sentence that says what a touch is and what the denominator is. The sentence is the definition; the number without it is an opinion with decimals.
They should be, to fit the business, and then versioned. A definition that changed in April without a version makes March and May incomparable. The version number on every report is what makes a change safe.
Coverage, share of wallet, dormancy, pipeline coverage and top-n share. They cover activity, the base, the leak, the future and the risk, and they compute from a ledger and a CRM export on the first day.