Let's talk numbers—but not just any numbers.
Sales KPIs: the ones that slingshot you to $1m, $5m, $10m (👨🚀 to infinity and beyond!)
And who better to learn from than Grant Korzetz?
With "KPIs on KPIs," the owner of Eco Movers has a fail-proof sales system like I've never seen.
After "months in dark rooms thinking through systems and processes," he emerged victorious. His vision for sales skyrocketed his company from a single truck to a 40-vehicle fleet with $15M in revenue.
Here are the KPIs he swears by.
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Booking percentage
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New leads received
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Total revenue booked
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Marketing ROI
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Agent score
Want to see Grant's full masterclass on Sales KPIs? Watch and be awed👇.
1. Booking percentage
How many leads you convert to booked jobs. Your bread and butter.
Formula: (total bookings / total leads) × 100
Example: If you get 200 leads a week and book 60 jobs, your booking percentage is 30%.
What's a good booking percentage? Less than 30% is a sign of holes. You're either dealing with unqualified leads or your sales process needs tightening. Better than 50%? You're killing it!
It takes movers 3 days on average to book a job, and 65% of companies book at a rate of 30% or higher.
🤔 Booking percentage tells you...
- Which salespeople need more coaching
- Which marketing channels deliver the best leads
- How many leads you need to hit your revenue goals
“This is where the money's at," says Grant. "We get caught up in operations and details and people. We need to focus in on sales and really optimize the sales process to drive the revenue we want."
2. New leads received
This is your lead volume. The lifeblood of your moving company.
Formula: sum of all new leads (phone calls + web forms + referrals + other sources) per week
Example: If you have 20 trucks, you need 300-400 leads during peak season to keep your trucks booked. This might break down as 150 phone calls, 200 web forms, and 50 referrals.
🤔 Lead volume tells you...
- When to expect seasonal ups and down
- Which marketing channels aren't pulling their weight
- If sales is getting enough leads to meet their goals
"New leads received—this is key. If you see a dip, you want to ask why. I look at the last 12 weeks, and I'm looking for trends in my data so I know when something's off. Better yet, my management team knows when something is off."
3. Total revenue booked
Of all the metrics you should watching, this one's probably your long-time BFF.
But looking at booked revenue alongside lead flow and booking percentage—now you start to see what it takes to sustain (and ideally, grow) your business.
Formula: sum of all booked job values (before expenses) per week
Example: If you have 12 trucks operating in a major market, you might book $120k in revenue each week. Here’s how it might break down:
- Local moves: $60k
- Long-distance moves: $36k
- Packing services: $24k
🤔 Booked revenue tells you...
- When to grow (or downsize) your fleet
- What goals to set for your sales team
- What to expect in profit and cash flow
"I want to know how much we're booking on a consistent basis. If we're behind target, I need to go ahead and implement more marketing to drive more revenue."
4. Marketing ROI
Is your marketing working? This calculation tells you.
Formula: (revenue from marketing - marketing cost) / marketing cost) × 100
Example: If you spend $10k a month on Google ads and generate $60k in revenue from those leads, your marketing ROI is 500% or 5X. Nice!
How much should you spend on marketing? In 2025, moving companies spend 9% of revenue on marketing, on average.
🤔 Marketing ROI tells you...
- Which campaigns are driving revenue
- When to test or cut marketing channels
- What to expect when you increase budget
"Marketing works when you have your sales dialed in. Don't throw money at marketing and then fix sales. Fix sales first. It took me some time to learn this," admits Grant.
5. Agent score
Your team's report card, grading how well they stick to the sales process.
This one's dealer's choice—the scoring system is up to you, but here's how Grant does it:
Formula: (speed to lead score + follow-up score + process adherence score + booking rate score) / total possible points) × 100
Example:
- Speed to lead (22/25): responding to new leads within 5 minutes
- Follow-ups (23/25): following up at least 6 times within 2 weeks
- Process adherence (24/25): hitting every step in the sales process
- Booking rate (21/25): booking at or above company average
- Total Score: 90%
🤔 The agent score tells you...
- Who needs extra coaching
- What high performers look like, objectively
- Which parts of the sales process are being skipped
"This report's been key to holding our agents accountable,” says Grant. “We share this in Slack every morning to see what happened the day before."
If you made it this far...
Great! You're giving your company a fighting chance. A future.
Because—you could have the best sales process in the world, but without metrics, you're running in place.
Grant says it best:
"Knowing your numbers is #1. You don't want to make assumptions. You want to know for sure based on data. A data-driven company can pivot based on what the data is telling you."
Now that you know the top 5 sales KPIs—step 1: track them, step 2: improve them. This playbook can help.
