Goal setting

300+ Key performance indicators (KPI) sorted according to functions

By on January 1, 2019

In the past we have helped you manage performance reviews with 450+ handy performance review phrases sorted by functions. In this article, we will provide you with an extensive list of Key Performance Indicators (KPIs) organised by function. You can just pick the ones that are applicable in your use case & refine them further.

If you are practicing the objectives and key results methodology, take a look at OKR examples.

Pro-tip: One can easily tie back KPIs & OKRs for a more robust, hybrid goal setting approach.

This article is aimed at providing you with a list of standard KPIs, sorted by functions/departments.

Marketing Key Performance Indicators:

Sr. no KPI
1 Cost per lead
2 Cost per converted lead
3 Number of leads generated
4 Contacts contacted effectively
5 Marketing spend per customer/lead
6 Brand awareness index
7 Customer engagement
8 Marketing Qualified Leads (MQLs)
9 Sales Qualified Leads (SQLs)
10 Customer acquisition cost
11 Customer retention
12 Customer attrition
13 Customer Lifetime value (CLV)
14 Engagement on website/social channels
15 Effectiveness of content
16 Most viewed and Least viewed content
17 Increase in social shares
18 Search engines ranking
19 Increase in blog/newsletter subscribers
20 Number of followers increased/decreased
21 Number of likes/tweets
22 Delivery rate
23 Open rate
24 Click rate
25 Bounce rate
26 Average time on website
27 Keyword performance
28 Number of CTA clicked
29 Unsubscribe rate
30 Unique number of visitors
31 New vs Returning visitors
32 Traffic source
33 Demographics of visitors
34 Revenue generation capability
35 Return on Investment

Engineering Key Performance Indicators:

Sr. no KPI
1 On-time delivery of projects
2 Average number of days per project
3 Average number of engineers per project
4 Average time per engineer per project
5 Average cost of projects
6 Average cost per employee
7 Actual cost of project
8 Number of defects per project
9 Number of errors per engineer
10 Number of error-free projects
11 Planned Value Project
12 Average training time per employee
13 Average training cost per employee
14 Effectiveness of training on projects
15 Customer satisfaction index
16 Revenue generated per employee
17 New clients acquired
18 Number of sprints completed
19 Average number of hotfixes
20 Response time of engineers
21 Average number of delays per project
22 Additional days beyond budgeted estimate
23 Average cycle time
24 Number of bugs per project
25 Number of bugs per engineer
26 Average WIP in a quarter
27 Cost performance index
28 Missed milestones/deadlines
29 Schedule variance
30 Schedule performance index
31 Return on investment
32 Compliance adherence
33 Fault slip through (Quality)
34 TR closure rate
35 Cost per TR

Sales Key Performance Indicators:

Sr. no KPI
1 Number of prospects identified
2 Number of qualified prospects
3 Actual sales calls in a day/week
4 Average number of interactions before closure
5 Average time per prospect
6 Number of sales closed
7 Average sales cycle time
8 Revenue per salesperson
9 Revenue per sales
10 Department/team sales
11 Sales according to new product/service launch
12 Opportunity cost
13 Value of lost sales
14 Sales quota per duration (week/month/quarter)
15 Fully qualified leads
16 Percentage of salespersons fulfilling allotted quota
17 Gross margin per product/service
18 Net margin per product/service
19 Gross margin per salesperson
20 Net margin per salesperson
21 Customer satisfaction ratio
22 Customer complaint ratio
23 Percentage of online channel for sales
24 Overall time required
25 Average purchase value
26 Performance of product
27 Average new deal size
28 Average new deal time required
29 Monthly recurring revenue
30 Sell through rate
31 Retention rate
32 Churn rates
33 Number of monthly on-boarding
34 Sales by region
35 Baseline sales

Customer Support Key Performance Indicators:

Sr. no KPI
1 Total number of calls answered
2 Total number of queries resolved
3 Total number of complaints
4 Average resolution call time
5 Average per minute cost of call
6 Average availability rate
7 Average number of complaints per representative
8 Average number of inbound calls in a day/week/month
9 Percentage of queries resolved withing pre-established time
10 Total time spent on calls in a day/week/month
11 Average inbound talk time of representatives
12 Inbound calls handled in a day
13 Inbound calls handled by a representative in a day
14 Inbound calls missed by a representative in a day
15 Average backlog of calls
16 Average backlog of emails
17 Number of emails replied to in a day
18 Unresolved email queries in a day
19 Average rating of customer feedback
20 Percentage of customer feedback within pre-established standard
21 Actual on-ground technician support availed
22 Cost of on-ground technician per request
23 Number of queries handled by on-ground technician
24 Percentage of issues resolved against issues handled by on-ground technician
25 CSR (customer service representative) occupancy
26 Time from inquiry/complaint to response
27 Time to resolve complaints
28 Number of complaints missed on first contact
29 Customer satisfaction with service
30 Overdue complaint/service requests
31 Customer retention rate
32 Customer satisfaction score
33 Employee engagement level
34 First response time
35 Customer support cost vs Revenue

Human Resources Key Performance Indicators:

Sr. no. KPI
1 Net promoter score
2 Return on investment
3 Employee productivity ratio
4 Number of FTE
5 Number of contractors
6 Average retention rate
7 Average attrition rate
8 Average cost per hire
9 Average time to fill a position
10 Average cost to fulfill a position
11 Average training cost of new hire
12 Average effectiveness of training
13 Percentage of lateral transfers against new hires
14 Rate of internal transfers/promotions to fulfill a position
15 Average number of training hours
16 Average cost of training per department
17 Average salary in each department
18 Average retirement age
19 Average number of leaves per employee
20 Cost of benefits provided
21 Average time to process payroll
22 Accuracy of payroll process
23 Ethnic diversity rate
24 Gender ratio
25 Total headcount
26 Recruiter to open requisitions ratio
27 Applications received per vacancy
28 Salary competitiveness ratio
29 Employee satisfaction index
30 Job offer acceptance rate
31 Signing bonus expense
32 Percentage of vacation/leaves availed
33 Employee engagement index
34 Benefits cost per employee
35 Benefits satisfaction rate

Finance Key Performance Indicators:

Sr. no. KPI
1 Net profit margin
2 Return on investment
3 Gross profit margin
4 Working capital
5 Return on equity
6 Debt to equity ratio
7 Accounts payable turnover
8 Accounts receivable turnover
9 Budget variance
10 Expense management
11 Budget creation cycle time
12 Number of budget iterations
13 Vendor expense management
14 Payment error rate
15 Inventory turnover
16 Internal audit cycle time
17 Capital expenditures
18 Amount due per vendor/customer/contractor
19 Cost of goods sold
20 Cash dividends paid
21 Fixed costs
22 Net present value
23 Sales growth ratio
24 Direct costs
25 Net cash flow
26 EVA – Economic value added
27 Liquidity ratio
28 Interest cover
29 Return on equity
30 Profit and loss report
31 Contribution margin
32 Income and expenses
33 Quick ratio
34 Transactions error rate
35 Current ratio

Operations Key Performance Indicators:

Sr. no. KPI
1 Accuracy of policy, planning and strategy decisions
2 Providing timely assistance to HR department
3 Budgeting accuracy
4 Reporting accuracy
5 Planning accuracy
6 Auditing accuracy
7 Setting short and long term goals
8 Effectiveness of communication within all teams
9 Effectiveness of operational policies and procedures
10 Adherence to operational policies and procedures
11 Defining company culture
12 Employee engagement levels
13 Timely and accurate identification of problems
14 Timely and accurate identification of opportunities
15 Analysis of job expectation understanding
16 Storage requirement assessment
17 Safety standards at work environment
18 Adherence to legal regulations and compliance
19 Accuracy of labour budget expectations
20 Ratio of employees, salary, hours to revenue
21 Return on investment
22 Incident free workplace
23 Accurate tracking of vendor pricing and delivery
24 Inventory assessment
25 Inventory to sales ratio
26 Supplier on time delivery
27 Inventory carrying cost
28 Inventory turnover ratio
29 Slow moving stock
30 Perfect order delivery rate
31 Out of stock items percentage
32 Order status
33 Units per transaction
34 Back order rate
35 Accuracy of inventory

Product Design Key Performance Indicators:

Sr. no KPI
1 Average time from idea to finished product stage
2 Average cost of project from inception to final product stage
3 Market potential analysis
4 Percentage of revenue generated by new products
5 Percentage of revenue generated by old products
6 Ratio of revenue generated by old products vs new products
7 Average number of product quality analysis
8 Average number of defects detected post launch
9 Time required for testing product
10 Product quality management
11 Efficiency of production process
12 Cost of product packaging
13 Percentage of product damage
14 Percentage of defective units or large number of bugs
15 Number of prototypes/trials before product finalization
16 Lead time
17 Average velocity of team
18 Average application crash rate
19 Number of endpoint incidents
20 Average number of effective test cases
21 Time-sheet submitting
22 Average test cases productivity
23 Percentage of accepted defects
24 Bug find rate
25 Code churn rate
26 Workload efficiency rate
27 Average mentoring time
28 Rate of communication
29 Overall tasks efficiency
30 Review efficiency
31 Release burn-down chart
32 True test coverage
33 Throughput rate
34 Number of escaped defects
35 Rate of defect removal efficiency

Research and Development Key Performance Indicators:

Sr. no. KPI
1 On-time delivery of weekly cost center reports
2 Adherence to cost estimates
3 Adherence to project deadlines
4 Growth of future pipeline
5 Budget accountability
6 Improvement in process cycle time
7 Average process overdue time
8 Average task completion time
9 Average downtime
10 Average availability of resources
11 Prototype ratings
12 Cycle time from request to delivery
13 Average process errors
14 Average manual errors
15 Average lag between problem identification and problem resolution
16 Number of resources for problem resolution
17 Average adherence/deviation from budget estimations
18 Average number of pending actions against SLA reviews
19 Adherence to company processes
20 Adherence to industry standards
21 Continuous improvement to R&D processes
22 Implementation of best industry practices
23 Average competency, skill and knowledge levels
24 Number of projects completed successfully within 1 month/quarter
25 Budget accuracy
26 Average task cycle time
27 Customer value created
28 New ideas introduced
29 Ideas patented
30 New ideas implemented

If your company follows KPIs, these examples can be helpful to establish the basics. And if you are a fan of OKRs, you can refer to the link shared at the top for examples sorted according to different functions in the organization.

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