Measures the extent to which you’ve sold your full product/service offering into an existing customer account.

What it Measures ?

How many targeted accounts we reached.

Relevant StakeHolders 

Key Account Managers, B2B Sales Teams

In-depth Use Case / Real-world Example

Account Penetration Rate reflects how much potential business within a key customer account you’ve captured. For instance, a tool manufacturer sells a client ₹1 crore worth of equipment annually, but internal data shows the client has a total annual procurement capacity of ₹4 crores. The penetration rate is (1 ÷ 4) × 100 = 25%. This metric is crucial in B2B manufacturing, where long-term relationships can yield incremental revenue. A low penetration rate indicates growth opportunities, whether by cross-selling, upselling, or entering other departments or geographies within the client’s business. Sales teams can use this KPI to target underutilized accounts with tailored solutions.