Your inside sales team logs every call. Every email. Every demo.
Your field reps? You're lucky if you get a CRM note at the end of the day.
That's the visibility gap most sales leaders face. Reps are out driving, knocking on doors, meeting prospects face-to-face. But what actually happened in those meetings? How many doors did they knock? Which accounts are being ignored?
Without the right field sales KPIs, you're managing blind. And that's costing you deals.
This guide breaks down the 15 field sales metrics that matter most, why they're different from inside sales, and how to actually track them when your team is on the road.
Inside sales teams work from desks. Every action is logged automatically. Calls are recorded. Emails are tracked. Activity data flows into your CRM without anyone lifting a finger.
Field sales doesn't work that way.
Reps spend their days driving between accounts. Meetings happen in parking lots, lobbies, and loading docks. Notes get scribbled on napkins or forgotten entirely. By the time a rep sits down to update the CRM, half the details are gone.
This creates three problems for sales leaders:
The result? You can't coach effectively. You can't forecast accurately. You can't identify problems until they've already cost you the quarter.
The right field sales KPIs solve this by measuring what actually drives revenue in the field, not just what's easy to track from a desk.
Sales activity metrics tell you what your reps are doing every day. For outside sales KPIs, this is where visibility breaks down first.
The most fundamental field sales metric. How many customer or prospect meetings is each rep completing daily?
Why it matters: Visit volume directly correlates with pipeline generation. Reps who consistently hit 6-8 visits per day typically outperform those averaging 3-4.
How to track it: Most CRMs require manual logging, which means underreporting. Automated logging tools capture visit details instantly and accurately without reps typing notes.
Benchmark: Top-performing field reps average 8-12 visits per day, depending on industry and territory density.
Not every visit is scheduled. Cold drop-ins and door knocks are a core part of field prospecting, but they're almost never tracked.
Why it matters: Drop-in activity shows prospecting effort. If a rep's scheduled meetings are down, strong door-knock numbers indicate they're still working the territory.
How to track it: Requires mobile check-in capability or automatic location logging.
Are your reps hunting or farming? This ratio reveals whether they're growing new business or just servicing current customers.
Why it matters: If reps spend 80% of visits on existing accounts, pipeline will dry up. Most field teams should target 30-40% of visits on new prospects.
For teams that demo on-site, this is a critical conversion metric between initial meetings and serious opportunities.
Why it matters: A rep with high visit counts but low demo numbers likely has a pitch or discovery problem worth investigating.
Activity creates pipeline. These metrics measure whether that's actually happening.
New deals generated from field activity. This is the direct output of visits and prospecting.
Why it matters: It connects activity to results. A rep with high visits but low opportunity creation needs coaching on qualification or closing for next steps.
Benchmark: Varies by industry, but track the ratio of visits-to-opportunities. If it takes 20 visits to create one opportunity, something's broken.
Total pipeline dollar value broken down by territory or rep.
Why it matters: Reveals territory imbalances. If one territory has 3x the pipeline of another, you either have an allocation problem or a rep problem.
How fast deals move through your sales stages.
Why it matters: Field sales cycles are often longer than inside sales. Tracking velocity by rep shows who's moving deals forward and who's letting them stall.
Formula: (Number of Opportunities × Win Rate × Average Deal Size) ÷ Sales Cycle Length
Percentage of visits that result in a scheduled next step or follow-up action.
Why it matters: Visits without follow-ups are wasted effort. Top reps leave every meeting with a clear next step. If follow-up rates are below 70%, your team is leaking opportunities.
Field sales has unique productivity challenges. Windshield time, territory coverage, and route efficiency all impact how much selling actually happens.
How much of each day is spent behind the wheel versus in front of customers?
Why it matters: According to Salesforce research, sales reps spend only 28% of their time actually selling. For field reps, driving can consume 30-40% of the day if routes aren't optimized.
How to improve: Route optimization tools can significantly reduce drive time, adding more selling hours per day.
What percentage of accounts in each territory have been visited in the last 30/60/90 days?
Why it matters: Reps naturally gravitate toward familiar accounts. Coverage metrics reveal which accounts are being neglected, often your biggest opportunities.
Benchmark: Aim for 80%+ coverage of high-priority accounts quarterly.
Percentage of visits that result in logged notes, updated fields, and recorded outcomes.
Why it matters: This metric measures data quality. If only 40% of visits have notes, your pipeline data is unreliable and forecasting becomes guesswork.
How to improve: Voice-to-CRM and image capture tools let reps drop a voice note or snap a business card. AI extracts the key details and fills the right CRM fields automatically.
Ultimately, all sales performance metrics tie back to revenue. These KPIs measure the bottom-line impact of field activity.
Total closed revenue divided by number of field reps.
Why it matters: The clearest measure of individual performance. Comparing reps against the team average reveals top performers and those who need support. Also useful for capacity planning and hiring decisions.
Mean value of closed deals.
Why it matters: Shows whether reps are upselling effectively or just closing minimum deals. Track trends over time and compare across reps and territories to spot opportunities for growth.
Percentage of opportunities that close.
Why it matters: Low win rates with high activity indicate a qualification problem. High win rates with low activity suggest reps are cherry-picking easy deals.
Benchmark: B2B field sales win rates typically range from 15-30%, depending on deal complexity and sales cycle.
Percentage of reps hitting their targets.
Why it matters: If less than 60% of reps are hitting quota, you have a systemic problem with training, territories, or targets. If it's above 90%, quotas may be too easy.
Here's the hard truth: most CRMs weren't built for field sales tracking.
Salesforce, HubSpot, and other platforms assume reps are at desks with keyboards. They rely on manual data entry that field reps don't have time for.
To track field sales KPIs accurately, you need:
This is exactly why tools like Leadbeam exist. When reps can capture meeting notes by voice while walking to their car, data quality goes up. When logging a visit takes seconds instead of minutes, activity metrics become reliable. When managers have real-time visibility into field activity, coaching becomes proactive instead of reactive.
You don't need to track all 15. Pick 5-7 that align with your team's current priorities.
For teams focused on growth:
For teams focused on efficiency:
For teams focused on revenue:
Review weekly with your team. Use the data for coaching conversations, not just performance reviews. The goal is visibility that helps reps improve, not surveillance that creates resentment.
Tracking too many metrics: More data isn't better. Focus on the KPIs that actually drive decisions.
Measuring activity without outcomes: Visit counts mean nothing if they don't generate pipeline. Always connect activity metrics to revenue metrics.
Ignoring territory differences: A rep in a dense urban territory will have different benchmarks than one covering rural areas. Normalize for territory characteristics.
Relying on manual data entry: If tracking a metric requires reps to spend 20 minutes on data entry, the data will be unreliable. Automate what you can.
Start with visits per day, opportunities created, pipeline value, and win rate. These four metrics give you a complete picture from activity to revenue.
Benchmarks vary by industry, but top performers typically complete 8-12 visits daily. If your team averages below 5, investigate what's consuming their time.
Manual CRM entry is unreliable. Use mobile tools with voice-to-CRM, photo capture, and real-time dashboards to capture complete activity data.
B2B field sales win rates typically range from 15-30%. Higher isn't always better. Very high win rates often mean reps are only pursuing easy deals and leaving money on the table.
Field sales is hard to measure because the work happens on the road, away from systems that capture data automatically. But that's exactly why the right KPIs matter so much.
When you know how many doors your reps are knocking, how much pipeline they're creating, and how efficiently they're covering territory, you can coach effectively, forecast accurately, and spot problems before they cost you the quarter.
The metrics in this guide give you that visibility. Pick 5-7 that align with your goals, make sure you have the tools to track them accurately, and start using data to drive decisions.
If you're tired of managing your field team blind, see how Leadbeam gives you real-time visibility into every visit, every conversation, and every opportunity.
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