The temptation when you start measuring your business is to track too many numbers at once, and end up looking at none of them properly. A few well-chosen indicators, checked regularly, are worth more than an overloaded dashboard nobody reads.
Quote win rate
The percentage of quotes that turn into accepted work says a great deal about overall commercial effectiveness: prices set too high, slow replies, or an unconvincing proposal all show up in this one number, even before you can pin down the exact cause.
Weighted average margin
As discussed at length elsewhere, a margin weighted by job value describes real profitability better than a plain arithmetic average, and is the most direct indicator of whether commercial activity is producing profit or merely turnover.
Coverage of the monthly requirement
Knowing how much of the month's revenue requirement is already covered, in real time as the month runs, lets you react in good time if the pace is not enough, rather than discovering it afterwards when nothing can be done about that month.
Pipeline value
The total value of quotes sent and still awaiting an answer is an early indicator of revenue that might arrive over the coming weeks — a leading signal, useful for spotting that commercial activity is slowing before the effect shows up in the bank.