# Revenue per sales rep as a team share: the CIF

> Revenue per sales rep, measured as a share of the team: CIF combines a rep's share of the team's won deals and won revenue. Definition, formula, example, comparison.

Canonical: https://funneleconomics.ai/resources/glossary/cif

CIF (Commercial Impact Factor) measures a sales rep’s share of the deals won and the revenue won by the team in one period, combined into one weighted measure. CIF thus combines revenue per sales rep, taken as a share of the team’s won revenue, with the share of deals won; CIF is not an absolute amount.

## How is CIF calculated?

:::formel
CIF = weighted combination of Volume Impact and Value Impact

- Volume Impact – the rep’s won deals ÷ the team’s won deals, in percent
- Value Impact – the rep’s won revenue ÷ the team’s won revenue, in percent
- Weighting – Volume Impact and Value Impact enter one measure, weighted
:::

Combining both shares is meant to avoid a distortion from purely large or purely small deals.

CIF is a share of the team in one period. For a trend, CIF is formed per period from the team values of that same period.

Where the team has won nothing in the period, the reference quantity is zero and there is no share. CIF then stays empty, the reason is reported, and no substitute value is entered.

## Why does win rate alone not show the contribution to the team result?

A sales rep’s win rate across all their decided deals is the share of won deals among all of the rep’s decided deals, that is, among won and lost deals together. The win rate across all decided deals therefore says nothing about how many deals were decided or what the won deals were worth.

Funnel Economics calls a high win rate across all decided deals with a low CIF the cherry picker anomaly. It is typical when someone works few deals and wins most of them.

CIF sets beside the win rate across all decided deals which share of the team result falls to one sales rep.

:::example
Illustrative example with invented numbers: a team of three wins 10 deals in one quarter, worth €1,000,000 in total. Person A wins 2 of 5 decided deals, worth €600,000: win rate across all decided deals 40%, Volume Impact 20%, Value Impact 60%. Person B wins 4 of 8 decided deals, worth €250,000: win rate across all decided deals 50%, Volume Impact 40%, Value Impact 25%. Person C wins 4 of 4 decided deals, worth €150,000: win rate across all decided deals 100%, Volume Impact 40%, Value Impact 15%. By the win rate across all decided deals the ranking is C, B, A, by CIF it is A, B, C. Person B has the same Volume Impact as Person C and the higher Value Impact. Person A is ahead of Person B by CIF: the gap in Volume Impact is set against a larger lead in Value Impact.
:::

## How CIF differs from win rate and PAS

PAS (Performance Adjusted Score) multiplies a sales rep’s win rate across all their decided deals by CIF. The formula: PAS = win rate across all decided deals in percent × CIF ÷ 100.

PAS is one basis for splitting the sales reps of a period into quartiles by rank.

| | Win rate across all decided deals | CIF | PAS |
|---|---|---|---|
| Measures | share of won deals among all of a sales rep’s decided deals | share of the team’s won deals and won revenue | win rate across all decided deals multiplied by CIF |
| Use | closing efficiency | commercial contribution in one period | ranking and quartiles |

## FAQ

### What are some good KPIs for a sales rep?

Funnel Economics sets four quantities side by side per sales rep and period: the win rate across all decided deals, CIF, PAS and the stage win rate. The win rate across all decided deals shows which share of the rep's decided deals was won, CIF the share of the team result, PAS both together. The case count of the period stands beside every value, because a single value built on few cases carries little.

### Why does CIF combine the count and the value of won deals?

CIF weights a rep's share of the team's won deals and the share of the team's won revenue into one figure. Combining both shares is meant to avoid a distortion from purely large or purely small deals: one large win and many small wins both enter CIF.

### What is the difference between CIF and PAS?

CIF measures a sales rep's share of the deals won and the revenue won by the team in one period. PAS multiplies the same rep's win rate across all their decided deals by CIF. CIF therefore describes the commercial contribution, PAS the contribution together with the win rate across all decided deals (close rate). Where CIF cannot be formed, there is no PAS either.