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12 Types of Sales Objectives

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Sales objectives are goals that are used to define sales strategy, performance management and incentives. The following are common types of sales goal.


A revenue target for a team or individual.


The profit margin of deals. For example, an objective to improve price negotiations to achieve gross margins of 34%.


Sales efficiency is the ratio of revenue to sales costs. It is a basic financial measure that is often used to measure the performance of sales departments and teams. For example, an objective of controlling expenses can be measured with efficiency.

Customer Acquisition Cost

A target customer acquisition cost can be used to measure the performance of teams, processes and sales channels.


Generating more leads and/or improving lead quality as measured by lead scoring.

Churn Rate

Reducing cancellations and/or increasing renewals.

Account Penetration

The ratio of current sales to an account versus the account's estimated potential.

Customer Satisfaction

A basic measurement of customer relationships that is considered a leading indicator of customer loyalty.

Customer Lifetime Value

Estimated customer lifetime value. Based on things such as the monthly recurring revenue of an account and churn rate.

Cycle Time

Shorting the cycle time of sales processes such as lead-to-opportunity or opportunity-to-quote.

Upselling & Cross-selling

Targets for upselling and cross-selling.

Win Rate

The win rate of proposals.
Overview: Sales Objectives
Objectives that are used to define sales strategy, performance management and incentives.
Related Concepts


This is the complete list of articles we have written about sales.
Account Management
Ambiguity Effect
Bargaining Power
Bias For Action
Bliss Point
Business Relationships
Buyer Persona
Call To Action
Choice Architecture
Churn Rate
Closing Techniques
Complex Sales
Concept Selling
Conversion Rate
Curiosity Drive
Customer Lifetime Value
Customer Motivation
Customer Needs Analysis
Customer Persona
Customer Profitability
Customer Relationships
Customer Retention
Customer Satisfaction
Customer Service
Deal Desk
Decoy Effect
Default Effect
Fear Of Missing Out
Figure Of Merit
Final Offer
Hard Selling
Ideal Customer Profile
Lead Generation
Lead Qualification
Low Ball
Marketing Channels
Message Framing
Needs Identification
Negotiation Process
Nudge Theory
Objection Handling
Personal Selling
Pricing Strategy
Product Differentiation
Product Knowledge
Promotion Strategy
Sales Activities
Sales Analysis
Sales Channels
Sales Data
Sales Development
Sales Efficiency
Sales Force Automation
Sales Goals
Sales Management
Sales Metrics
Sales Model
Sales Objectives
Sales Pipeline
Sales Planning
Sales Process
Sales Quotas
Sales Risk
Sales Skills
Sales Strategy
Scarcity Marketing
Soft Selling
Solution Selling
Trade Fairs
Willingness To Pay
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Customer Needs Analysis

The definition of customer needs analysis with examples.

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Buyer Persona

An overview of buyer personas with detailed examples.

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A list of common sales metrics.

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Overview of a common marketing and sales metric.

Sales Conversion Rate

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Sales Efficiency

An overview of sales efficiency with an example.

Contribution Margin Calculation

An overview of contribution margin with example calculations.

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The formula for cost per lead with calculation examples.

Annual Contract Value

The definition of annual contract value with calculation examples.

Sales Goals

The common types of sales goal with examples.

Win Rate

The definition of win rate with calculation examples for sales proposals, sales revenue and advertising bids.

Gross Margin

An overview of gross margin with calculation examples.
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