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Presales Metrics and KPIs to Track For Success

Ajay Jay
May 7, 2024
5 min read

The realm of presales is complex, and understanding KPIs (Key Performance Indicators) can sometimes feel like understanding a foreign language. At their core, KPIs are simply performance metrics that help businesses gauge the effectiveness of their operations. For presales, these indicators are even more crucial, as they set the stage for the actual sale.


It's not about how many numbers you crunch, but how effectively you can interpret them to foster growth.


Why Are Pre-Sales KPIs Essential?


Why Are Pre-Sales KPIs Essential?

The presales process is akin to setting the stage for a grand sales performance. It's where the seeds of success are sown. By tracking the right KPIs, businesses can identify what works and what doesn’t, allowing for refinement in strategy.


The key is to remain proactive, not reactive. Monitor your KPIs as your actionable insights closely and adjust your sails as the winds change.

Identify product gaps based on your KPIs with PreSkale's Product Gap Manager.

The Components of Pre-Sales KPIs


Broadly, pre-sales KPIs can be broken down into two categories:



Quantitative: These are numbers-driven and can include metrics such as the number of demos given, the number of qualified leads, and the lead response time.



Qualitative: These focus on the quality and can encompass elements like customer satisfaction, the effectiveness of a demo, and the depth of product understanding exhibited by the prospect.


Remember, every number tells a story. It's up to you to listen and interpret.


Examples of Popular Pre-Sales KPIs

Dive deeper with us as we explore some of the pivotal KPIs that are often the guiding stars for pre - sales teams. Each KPI paints a picture of a different aspect of the involved presales process. When viewed together, they provide a comprehensive understanding of a company's presales health and areas for improvement.

1. The Sales Target

The Sales Target

The sales target is the North Star for any sales and presales engineer. It provides a clear direction towards which all efforts are oriented.

Metric Details: This KPI tracks the projected number of sales (or revenue) a team or individual is expected to achieve within a specific timeframe.

Why It's Important: Monitoring how close or far you are from your sales target can indicate the effectiveness of your presales strategies. It provides a reality check and can be the push a team needs to intensify their efforts.

Your sales target is not just a number. It's a commitment, a responsibility, and a compass.

2. Quality of Demo

Quality of Demo

The quality of a product demonstration can make or break a deal. It's the litmus test for a sales rep's understanding of the product and the prospect's needs.

Metric Details: This qualitative KPI gauges how well a product demo resonates with potential customers, focusing on clarity, relevance, and engagement.

Why It's Important: A high-quality demo can effectively showcase the product's value proposition, directly influencing the prospect's purchase decision.

A demo is like a story. The better you narrate, the more invested your audience becomes.


3. Demo Conversion

Demo Conversion

From all the demos given, how many translate into actual sales or move to the next stage in the sales process?

Metric Details: This KPI measures the ratio of demos that lead to further engagement or a closed sale.

Why It's Important: High demo conversion rates can signify that the presales strategies in place are working, while low rates might indicate a need for re-evaluation.

Every demo is a potential sale. It's about connecting the dots for your prospect.


4. Expertise in Product

Expertise in Product

A presales team's and the product team's in-depth knowledge of their product can significantly influence the buyer's journey.

Metric Details: This qualitative KPI assesses the team's product knowledge depth, gauging their ability to answer queries, offer solutions, and tailor their pitch based on the prospect's needs.

Why It's Important: Expert product knowledge builds trust and credibility, assuring prospects that they're making an informed decision.

To sell a product, you must live and breathe it. Only then can you convince someone else of its worth.

Identify product gaps based on prospect feedback with PreSkale's Product Gap Manager.


5. Number of POCs (Proofs Of Concept)

Number of POCs (Proofs Of Concept)

POCs are crucial in the presales process, especially for complex products or services. They provide a tangible way for prospects to understand the product penetration.

Metric Details: This KPI tracks the number of POCs conducted for prospects.

Why It's Important: A higher number of POCs can indicate a proactive pre-sales team and strong interest from potential clients. Conversely, if POCs rarely lead to sales, there might be gaps in the demonstration process or the product itself.

A POC is your product performance. It's where promises meet reality, and potential turns into commitment," noted a top-tier executive.

■ It's crucial for revenue teams to have sales metrics that inform and motivate behavior. In the context of solution consulting team, understanding activity levels is essential to strike the right balance between staffing costs and  larger deal capacity within a revenue cycle. It's not just about the quantity of activity but also its effectiveness. Knowing whether the current activity meets desired win or conversion ratios, and understanding the factors influencing these rates, is vital.

Remember, unlike machines, people have limits. Ensuring quality work means maintaining a balance in utilization rates. If the objective is to deliver high-quality demos, substantial preparation and tailoring are needed. Thus, determining the ideal prep time for demos, whether they last 45 minutes or an hour, becomes imperative.

6. Technical Closure of POCs

Technical Closure of POCs

Every POC has technical components that need to be addressed, be it software intricacies, hardware compatibility, or system integration.


Metric Details: This KPI measures how many POCs have achieved technical closure, meaning all technical requirements and challenges presented in the POC were successfully addressed and resolved.


Why It's Important: Technical closure signifies that the product can seamlessly integrate into the prospect's ecosystem, eliminating any technical barriers to adoption among customers.


Achieving technical closure is like fitting the last piece of a puzzle. It brings the whole picture into clear view.

7. Successful POCs Closed

Successful POCs Closed

While many POCs might be initiated, not all culminate in a successful closure. This KPI can be a vital indicator of the product's fit and the entire sales team's effectiveness.


Metric Details: This measures the number of POCs that not only achieved technical closure but also met the business requirements and expectations set at the POC's onset.


Why It's Important: A high number of successfully closed POCs can signify strong product-market fit and a competent pre-sales process.


Closing a successful POC is like sealing a pact of loyal customers. It's a testament to both the product's capabilities and the efficient team.

8. Duration of POCs

The time taken to complete a POC can be indicative of the product's complexity, the pre-sales team's efficiency, or potential challenges faced during the POC process.


Metric Details: This KPI calculates the average duration (in days or weeks) from the initiation to the closure of a POC.


Why It's Important: An extended POC duration might indicate underlying customer pain that need addressing, while swift closures could signify an efficient sales pipeline and a compelling product demonstration.


Incorporating these POC-related KPIs into the pre-sales evaluation process can lead to richer insights, refined strategies, and ultimately, more successful sales outcomes. As aptly put by a sales visionary, "The depth of understanding is directly proportional to the depth of exploration." The detailed exploration of POC metrics ensures a profound understanding of the pre-sales journey.


Unlocking Presales Excellence: How PreSkale's KPIs Drive Strategic Revenue Success


The world of presales is intricate, blending the technicalities of a product with the art of selling. The bridge between product development and customer acquisition, presales is a pivotal function that can dramatically sway the trajectory of revenue growth. But, how can one measure and enhance its effectiveness? Enter PreSkale, a game-changing platform tailored for this very purpose. It is an all-in-one PreSales management platform.

1. Understanding PreSales Influence:
In the vast ecosystem of sales, the influence of presales often remains underappreciated. PreSkale's platform shines a light on this aspect, quantifying the weight of presales interactions in the entire sales cycle.

2. Decoding Product Impacts:
Presales isn't merely about showcasing a product; it's about illustrating its value and differentiating it from competitors. PreSkale provides advanced data-driven insights into how product demonstrations, feature explanations, and technical walkthroughs impact potential customers.

3. Technical Win Rates:
Closing a deal often rests on the nuanced details of the product. With PreSkale, businesses can track their technical win rates, a crucial KPI that outlines how often technical aspects of a product result in a sale. 

Presales KPIs are no longer nebulous concepts left to intuition. With platforms like PreSkale, businesses can harness the power of data to improve their presales strategies, ultimately driving strategic revenue success. In an era where precision matters, key tools that provide clarity on presales performance are not just useful; they are indispensable.

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