Sales efficiency is the unit-economics metric measuring how productively sales and marketing spend produces revenue. It's typically calculated as new ARR per dollar of S&M spend (gross sales efficiency) or net new ARR per dollar of S&M including churn (net sales efficiency). Used alongside Magic Number, CAC Payback, and LTV:CAC to evaluate the efficiency of growth investment, sales efficiency varies by stage and sales motion: sales-led typically lower efficiency at lower scale; product-led typically higher. It is the operational metric most-directly tied to whether growth investment is producing returns.
The calculation:
Gross Sales Efficiency: