There's much debate in the sales industry over what the most important sales metrics are. One size definitely does not fit all.

This is the case for a good reason - every business prioritizes metrics that measure and reflect their primary goals and objectives for that time period.

If a business is concerned with revenue, their key performance indicators (KPIs) will reflect monetary metrics. If another company wants to grow a solid customer base, their KPIs will revolve more around measurements like customer retention and brand recognition.