Wayfen Blog · 6 October 2026

10 field sales KPIs every manager should track

You cannot manage a field team on gut feel, but you also cannot manage fifty numbers. These ten measures cover activity, results and customer health. Each one comes with a formula and the question it helps you answer.

Activity

Visits per field rep per day. Formula: visits completed ÷ field reps ÷ working days. Answers: is the team getting in front of enough customers?
Verified visit rate. Formula: visits logged at the client's location ÷ all visits. Answers: can we trust the activity numbers?
Coverage. Formula: active clients visited this month ÷ all active clients. Answers: are we neglecting part of our customer base?

Results

Sales against target. Formula: sales to date ÷ target to date. Track it daily, not only at month end, so there is time to act.
Visit-to-order conversion. Formula: visits that produced an order ÷ all visits. Answers: are visits productive, or just social?
Average order value. Formula: sales value ÷ number of orders. Answers: are we growing the size of each sale?
Pipeline value and win rate. Formula: open deal value; deals won ÷ deals closed. Answers: will next month be better or worse?

Customer health

Clients going cold. Count of active clients with no visit or order in a set number of days (for example 30). Answers: who are we about to lose?
Collections rate (for teams that collect payments). Formula: amount collected ÷ amount due. Answers: is revenue turning into cash?
Quote follow-up time. Formula: average days from quote sent to first follow-up. Answers: are we letting warm deals go cold?

How to use them

Pick four or five to start. For most teams: sales against target, visits per day, verified visit rate, clients going cold and pipeline value.
Show each field rep their own numbers. People improve what they can see.
Compare people with themselves first. Last month versus this month is fairer than one territory versus another.
Review weekly, act daily. Weekly reviews spot trends; daily lists of what needs attention drive action.

Common mistakes

Rewarding visit counts alone, which encourages short, unproductive visits.
Measuring only at month end, when it is too late to change the result.
Comparing territories with very different customers as if they were the same.

Tracking these in Wayfen

Wayfen calculates these from what field reps log during the day: visits and verified visits, sales against target, pipeline and win chance, clients going cold and collections. Each field rep sees their own numbers, and managers get a monthly pack with charts and written analysis.

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