The Basic 4 “New Logo” Sales KPIs for CROs at Growth-stage SaaS

As the simplest metric, here are the most fundamental 4 “New Logo Sales” KPIs every CRO or an EVP of Sales should focus on improving (all are by product, customer segment, etc.).

Increase the # of New Opportunities in the Sales Pipeline
Increase the Win Rate
Increase the $ASP
Reduce the Sales Cycle

The CRO has other KPIs relating to Expansion Sales (Upsell / Cross-Sell) and Renewal Sales. But the above 4 are the simples “New Logo Sales” KPIs.

I work in Middle Market Tech PE. My career began as an Investment Banking Analyst at Merrill Lynch in New York, followed by an Investment Associate role at NeoCarta, a tech-focused investment firm. Drawing on my dual background in investing and as a C-Level executive, I focus on building a community, connecting with like-minded industry peers and sharing strategies & best practices for growing PE-backed companies capital-efficiently, helping portfolio companies unlock value, helping our PE firm gain an edge, while maximizing equity value in our portfolio (with the north star of generating alpha & superior risk-adjusted returns for our LPs).

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