Metrics

Metrics · 38

• ACVAnnual / Average Contract Value The annualized value of a customer contract. Average ACV benchmarks deal size and is the primary input to choosing a GTM motion. C4
• ARPAAverage Revenue Per Account Mean recurring revenue per customer account over a period. C4
• ARRAnnual Recurring Revenue Contracted, recurring (usually subscription) revenue normalized to one year. The headline SaaS growth metric. C4
• ASPAverage Selling Price The average price a product or class of products sells for in a market or channel. C4
• Attributionattribution modeling, multi-touch attribution (MTA) Assigning credit for revenue/conversions to the marketing and sales touchpoints that influenced a deal — first-touch, multi-touch, or influenced-opportunity models. C4
• Average Deal Size Mean revenue value of closed-won deals over a period; used to forecast and to design the motion. C4
• Billings The total value of payments actually collected for committed contracts (vs. bookings, which is signed value). C4
• Booking Rate The percentage of outbound touches/conversations that result in a scheduled meeting — a core SDR performance metric. C4
• Bookings The total dollar value of new contracts signed in a period (in ACV or TCV) — a forward growth indicator. C4
• CACCustomer Acquisition Cost The total sales+marketing cost to acquire one new customer. The core efficiency denominator. C4
• CAC PaybackCAC payback period How many months of gross margin it takes to recoup CAC. A core capital-efficiency metric. C4
• Churnchurn rate, logo churn, gross revenue churn The rate at which customers (logo churn) or revenue (revenue churn) is lost over a period. The leak in the bucket. C4
• Closed-Won / Closed-Lost Terminal opportunity outcomes — a deal signed (won) or definitively dead (lost). Lost deals often re-enter nurture rather than disappearing. C4
• Cohort Analysiscohort retention Tracking the retention, engagement, or expansion of a defined group of customers (usually grouped by signup period) over time, rather than blended averages. Reveals whether the product is actually improving and exposes churn that averages hide. C4
• CPLCost Per Lead The average cost to generate one lead; a top-of-funnel efficiency metric. C4
• Dark Funneldark social The untrackable influence (podcasts, communities, word-of-mouth, peer DMs) that drives buying but evades attribution software. C4
• Deal Healthdeal scoring A scored read on how likely an opportunity is to close, often derived from qualification (e.g. MEDDPICC) completeness, feeding the forecast. C4
• Expansion Revenue Additional recurring revenue from existing customers via upsell, cross-sell, and upgrades. C4
• Forecast Accuracy How closely sales forecasts match actual results over time. The credibility metric for RevOps and the basis for reliable planning, hiring, and capital allocation; poor accuracy usually traces back to loose stage definitions. C4
• GRRGross Revenue Retention Recurring revenue retained excluding expansion — pure leak measure; capped at 100%. C4
• Leading vs Lagging Indicators Leading indicators are early signals (demo requests, conversations) that predict outcomes; lagging indicators are the outcomes themselves (revenue, CAC). Healthy GTM measurement tracks both. C4
• LTVLifetime Value, CLV / LTV The total revenue (or gross profit) expected from a customer over the whole relationship. C4
• LTV:CACLTV-to-CAC ratio Lifetime value divided by acquisition cost; a headline measure of GTM efficiency (3:1 is a common rule-of-thumb target). C4
• Magic NumberSaaS Magic Number A sales-and-marketing efficiency ratio: net new ARR in a quarter divided by the prior quarter's S&M spend. Above ~1.0 suggests acquisition is efficient enough to invest harder; below ~0.75 says fix the engine before spending more. C4
• MRRMonthly Recurring Revenue Recurring revenue normalized to one month; ARR/12 for steady subscriptions. C4
• NPSNet Promoter Score A loyalty metric based on how likely customers are to recommend the product. C4
• NRRNet Revenue Retention, NDR Recurring revenue retained from existing customers including expansion, net of churn and contraction. Above 100% means the base grows without new logos. C4
• Pipeline Coveragepipeline-to-quota ratio Pipeline value divided by quota, estimating whether there's enough in-progress business to hit target. ~3–4x is a common healthy SLG benchmark. C4
• Retention The degree to which customers stay and keep paying; the foundation of recurring-revenue economics. C4
• Rule of 40 A SaaS health benchmark: revenue growth rate (%) plus profit margin (%) should sum to at least 40. Codifies the growth-versus-profitability trade-off — high growth can justify low margin and vice versa, but failing both signals trouble. C4
• Sales Cyclesales cycle length The average time from first opportunity to closed-won. Longer for high-ACV, multi-stakeholder deals. C4
• Sales Forecastingforecast, commit Predicting future revenue from historical data, trends, and current pipeline. 'Commit' is the number a rep stands behind. C4
• Sales Velocity The rate at which deals move through the pipeline to generate revenue — a function of opportunity count, average deal size, win rate, and cycle length. C4
• Self-Reported Attribution Asking buyers directly ('How did you hear about us?') to capture influence that tracking software misses. C4
• TCVTotal Contract Value The cumulative value of a contract across its full term, including recurring and one-time charges. C4
• Vanity Metrics Numbers that look good but don't tie to revenue (impressions, raw downloads). The trap of optimizing for activity instead of outcomes. C4
• Win Rate The percentage of qualified opportunities that become closed-won. ~20–25% on qualified oppties is a common SLG benchmark. C4
• Win/Loss Analysis A structured post-decision review capturing why buyers chose you (win) or a competitor/no-decision (loss). The feedback loop that corrects ICP, positioning, messaging, and the sales process based on real buyer reasons rather than internal assumptions. C4