What is a Key Performance Indicator (KPI)?

A Key Performance Indicator is a measure used to gauge performance of individuals, teams, brands, or companies. Every person and team in a company will likely have some sort of KPI against which their performance is measured. KPIs tend to be quantitative, but can also be qualitative in some instances.

Examples of KPIs may include the number of interactions field team members have with the customers they call on, sales in a region covered by a sales rep, formulary coverage metrics for market access teams, overall sales for a brand team, etc.