If you start a small business and produce $100,000 in sales during the first six months, knowing that your run rate is $200,000 can tell you whether or not you are on pace to meet sales targets The run rate concept refers to the extrapolation of financial results into future periods. For example, a company could report to its investors that its sales in the latest quarter were $5,000,000, which translates into an annual run rate of $20,000,000. Run rates can be used in a number of situations, Sales Run Rates Keep your Finger on the Pulse of your Business! This is a unique method of sales analysis and reporting to evaluate whether you are on track to budget and also to indicate the variances by week, month or whatever period you choose.