Professional Documents
Culture Documents
Bookings Metrics
MRR Bookings
Bookings
Bookings $,000's (new custs)
Average Deal Size $'s
Average Contract Length
Average Months paid upfront
ARPA (Average MRR) for new custs
ARPA - across the installed base
$
$
$35.0
$
$
Feb
Mar
Apr
May
Jun
161 $
123 $
169 $
157 $
180 Value of all closed contracts during the month (with varying durations)
3,833 $ 2,849 $ 3,674 $ 3,263 $ 3,458 Average size of deal for full duration
Average duration of contract signed by the new customers
7.0
5.0
6.5
5.8
6.2 Average number of months paid upfront by new customers
548 $
570 $
565 $
563 $
558 ARPA = Avg Revenue Per Acct - Avg MRR across the new customers
491 $
475 $
459 $
450 $
438 Average MRR per customer across the installed base
$10.0
$
$
$
$
$ 429.9
$ 447.5
$ 5,370
Jan
121 $
3,025 $
$
$
5.5
550
514
New MRR
Churned MRR
Expansion MRR
Net New MRR
$
$
$
$
Jan
22.0
(8.4)
2.0
15.6
$
$
$
$
Feb
23.0
(11.2)
2.5
14.3
Starting MRR
Ending MRR
ARR (Annualized Run Rate)
$
$
$
400.0
415.6
4,987
$
$
$
415.6
429.9
5,158
MRR
Mar
24.5
(9.0)
2.1
17.6
$
$
$
$
Apr
26.0
(8.9)
1.3
18.4
$
$
$
$
May
27.0
(8.9)
7.0
25.1
$
$
$
$
Ending MRR
$600.0
$500.0
$30.0
New MRR
$400.0
$25.0
$300.0
$200.0
$20.0
Jun
29.0 New MRR added from new customers signed in the month
(8.8) Lost MRR from customers who churned in the month
3.4 Expansion MRR from the installed base of existing customers
23.6
$100.0
$15.0
$Jan
Expansion MRR
$5.0
$Jan
Feb
Mar
Apr
May
Jun
$ 465.9
$ 491.0
$ 5,892
Churn Metrics
Total # of Customers
# of new Customers
# of churned Customers
Net New Customers
Jan
808
40
(24)
16
Feb
875
42
(25)
17
Mar
943
43
(25)
18
Apr
1,016
46
(27)
19
May
1,092
48
(28)
20
% Customer Churn
% MRR Churn
% MRR Expansion
% Net MRR Churn
3.0%
2.1%
0.5%
1.6%
3.1%
2.7%
0.6%
2.1%
2.9%
2.1%
0.5%
1.6%
2.9%
2.0%
0.3%
1.7%
2.8%
1.9%
1.5%
0.4%
$ 491.0
$ 514.6
$ 6,175 This is simply MRR x 12
Mar
Apr
May
Jun
May
Jun
$200
$(5.0)
$ 447.5
$ 465.9
$ 5,591
Feb
Bookings $,000's
(from new custs)
$100
$(10.0)
Churned MRR
$-
$(15.0)
Jun
1,176
52
(32)
20 # of new Customers - # of churned Customers
Jan
Feb
Mar
Apr
3.5%
2.5%
3.0%
2.0%
2.5%
Axis Title
2.9%
1.8%
0.7%
1.1%
2.0%
1.5%
% Customer Churn
% MRR Churn
1.5%
1.0%
% MRR Expansion
121
28
120
27
125
29
126
32
130
33
1.0%
135 The average Customer Engagement Score across the customer base
35
0.5%
0.5%
0.0%
Jan
Feb
Mar
Apr
May
Jun
$ 21,738 $ 16,834 $ 22,519 $ 23,457 $ 24,572 $ 25,716 ARPA * Gross Margin % / %MRR Churn Rate
$ 8,750 $ 8,571 $ 8,605 $ 8,261 $ 8,125 $ 7,692 Adjusted Sales & Marketing expense / # of new Customers
2.5
2.0
2.6
2.8
3.0
3.3 LTV/CAC
19
19
18
18
17
17 CAC/(ARPA * GM%)
0.0%
Jan
Feb
Mar
Apr
May
Jun
Jan
$
$
$
$
Total Expenses
Sales & Marketing
Research & Development
General & Administrative
$
$
$
$
EBITDA
Billings-based operating profit/loss
$
$
Jan
505
416
71
345
83%
$
$
$
$
640
350
180
110
$
$
$
$
Feb
515
430
73
357
83%
$
$
$
$
650
360
180
110
$
$
$
$
Mar
520
447
76
371
83%
$
$
$
$
660
370
180
110
$
$
$
$
Apr
490
466
79
387
83%
$
$
$
$
670
380
180
110
$
$
$
$
May
540
491
83
408
83%
$
$
$
$
680
390
180
110
$
$
$
$
Jun
560 Custs may be billed in advance of when revenue can be recognized
515 Revenue is typically recognized monthly, so may vary from Billings
87
427
83%
Feb
$4,000
$575
8.0
$3,500
$570
7.0
$3,000
$565
6.0
$2,500
$560
5.0
$2,000
$555
4.0
$1,500
$550
3.0
$1,000
$545
$500
$540
$-
$535
Jan
690
400
180
110
Mar
Apr
May
Jun
Avg MRR
(for new customers)
2.0
1.0
Jan
(293) $
(223) $
(289) $
(228) $
(283) $
(263) $
(272) $
(232) $
Jan
Feb
Mar
Apr
May
Jun
Jan
4,700
5.0%
235
17%
Feb
5,178
4.5%
233
18%
Mar
4,574
4.7%
215
20%
Apr
4,923
5.2%
256
18%
May
5,000
4.8%
240
20%
Jun
5,170
5.3%
274
19%
Tracks what has been billed, but can't yet be recognized as revenue
Funnel Metrics
Vistors to Web Site
Conversion from Visitors to Trials
Trials in progress
Conversion from Trials to Purchase
Sales Metrics
No of FTE Sales reps
Quota per sales rep
Forecasted Sales Capacity
Coverage ratio for plan
(295) $
(221) $
$
$
Jan
6
4.2 $
25.0 $
1.2
Feb
6.5
4.2 $
27.1 $
1.2
Mar
7
4.2 $
29.2 $
1.2
Apr
7.5
4.2 $
31.3 $
1.2
May
8
4.2 $
33.3 $
1.2
Jun
8.5
4.2
35.4
1.2
5,300
5,200
5,100
5,000
4,900
4,800
4,700
4,600
4,500
4,400
4,300
4,200
Feb
Mar
Apr
May
5.0%
Jun
4.8%
Trials in progress
4.6%
300
4.4%
250
4.2%
4.0%
200
Jan
3.7
3.5
3.5
3.5
3.4
Mar
Apr
May
Jun
100
Feb
150
21%
50
20%
20%
Jan
Feb
Mar
Apr
May
Jun
19%
19%
18%
# of new Customers
18%
17%
60
17%
50
16%
16%
40
Jan
Feb
Mar
Apr
May
Jun
30
20
10
Jan
Feb
Mar
Apr
May
Jun
$3.7
$3.7
$3.6
$3.6
$3.5
$3.5
$3.4
$3.4
$3.3
$3.3
$3.2
Jan
Feb
Mar
Apr
May
Jun
Jan
Feb
Mar
Apr
Unit Economics
$15,000
CAC
$10,000
$5,000
$Jan
Feb
Mar
Apr
May
Jun
4.0
20
19
19
18
18
17
17
16
16
15
3.5
3.0
2.5
2.0
1.5
1.0
0.5
Jan
Feb
Mar
Apr
May
Jan
Jun
Feb
Mar
Apr
May
Jun
140
40
35
30
25
20
15
10
5
-
135
130
125
120
115
110
Jan
Feb
Mar
Apr
May
Jun
Jan
Feb
Mar
Apr May
Jun
May
Jun
Bookings Metrics
MRR Bookings
Ending MRR
$35.0
$600.0
$30.0
New MRR
$500.0
$25.0
$20.0
$400.0
$15.0
$300.0
$10.0
Expansion MRR
$5.0
$200.0
$Jan
Feb
Mar
Apr
May
Jun
$100.0
$(5.0)
$(10.0)
Churned MRR
$-
$(15.0)
Jan
3.5%
Axis Title
2.5%
2.0%
% Customer Churn
1.5%
% MRR Churn
% MRR Expansion
1.0%
0.5%
0.0%
Jan
Feb
Mar
Apr
May
Mar
Bookings $,000's
(from new custs)
Feb
$200
$180
$160
$140
$120
$100
$80
$60
$40
$20
$-
Jun
Jan
Feb
Mar
Average Month
$4,000
$575
8.0
$3,500
$570
7.0
$3,000
$565
6.0
$2,500
$560
5.0
$2,000
$555
4.0
$1,500
$550
3.0
$1,000
$545
2.0
$1,500
$550
3.0
$1,000
$545
2.0
$500
$540
1.0
$-
$535
Jan
Jan
Jan
Feb
Mar
Apr
May
Jun
5.0%
4.8%
Trials in progress
4.6%
300
4.4%
250
4.2%
4.0%
200
Jan
Feb
Mar
Apr
150
100
21%
50
20%
20%
Jan
Feb
Mar
Apr
May
Jun
19%
19%
18%
# of new Customers
60
18%
17%
17%
50
40
30
20
16%
16%
Jan
Feb
Mar
Apr
20
10
Jan
Feb
Mar
Apr
May
Jun
Productivity per
sales rep
Sales Capacity
$40.0
$35.0
$45.0
$30.0
$44.0
$25.0
$43.0
$20.0
$42.0
$15.0
$41.0
$10.0
$40.0
$5.0
$39.0
7
6
5
4
3
$38.0
$Jan
Feb
Mar
Apr
May
Jun
Jan Feb
Unit Economics
$15,000
CAC
$10,000
$5,000
$Jan
Feb
Mar
Apr
May
Jun
1.0
16
16
15
0.5
Jan
Feb
Mar
Apr
May
Jan
Jun
Feb
Mar
Apr
May
Jun
140
40
35
30
25
20
15
10
5
-
135
130
125
120
115
110
Jan
Feb
Mar
Apr
May
Jun
Jan
Feb
Mar
Apr May
Jun
Ending MRR
Mar
Apr
May
Jun
May
Jun
Bookings $,000's
(from new custs)
Mar
Apr
Apr
May
Jun
Apr
May
Jun
hurn predictors)
Bookings Metrics
ACV Bookings
Bookings
Bookings $,000's (new custs)
Average ACV (new contracts)
Average Contract Term
Average Months Paid Upfront
ARPA - Avg MRR (for new Custs)
ARPA - across installed base
$
$
$
$
Jan
264
6,600
1.3
5.5
550
514
$
$
$
$
Feb
276
6,571
1.4
7.0
548
491
$
$
$
$
Mar
294
6,837
1.4
5.0
570
475
$
$
$
$
Apr
312
6,783
1.5
6.5
565
459
$
$
$
$
May
324
6,750
1.4
5.8
563
450
$
$
$
$
Jun
348
6,692
1.6
6.2
558
438
Ending ARR
$400.0
$7,000
$6,000
New ACV
$5,000
$300.0
$4,000
$3,000
$200.0
$2,000
$1,000
$-
ACV
New ACV
Churned ACV
Expansion ACV
Net New ACV
$
$
$
$
Jan
264.0
(100.8)
24.0
187.2
Starting ARR
Ending ARR
$
$
4,800
4,987
Feb
$ 276.0 $
$ (134.7) $
$
29.9 $
$ 171.3 $
Mar
294.0
(108.3)
25.8
211.5
$
$
$
$
Apr
312.0
(107.4)
16.1
220.7
$
$
$
$
May
324.0
(106.2)
83.9
301.6
$
$
$
$
5,158
5,370
$
$
5,370
5,591
$
$
5,591
5,892
$
$
Jan
$100.0
Jun
348.0 New ACV added from new customers signed in the month
(106.1) Lost ACV from customers who churned in the month
41.2 Expansion ACV from the installed base of existing customers
283.2
4,987
5,158
$
$
Jan
Feb
Mar
Apr
May
Jun
Churn Metrics
Total # of Customers
# of new Customers
# of churned Customers
Net New Customers
Jan
808
40
(24)
16
Feb
875
42
(25)
17
Mar
943
43
(25)
18
Apr
1,016
46
(27)
19
May
1,092
48
(28)
20
% Customer Churn
% ACV Churn
% ACV Expansion
% Net ACV Churn
3.0%
2.1%
0.5%
1.6%
3.1%
2.7%
0.6%
2.1%
2.9%
2.1%
0.5%
1.6%
2.9%
2.0%
0.3%
1.7%
2.8%
1.9%
1.5%
0.4%
Apr
May
Jun
May
Jun
$400
$200
Churned ACV
5,892
6,175
Mar
Bookings $,000's
(from new custs)
$(100.0)
$
$
Feb
Expansion ACV
$-
$$(200.0)
Jun
1,176
52
(32)
20 # of new Customers - # of churned Customers
Jan
Feb
Mar
Apr
3.5%
2.5%
3.0%
2.0%
2.5%
Axis Title
2.9%
1.8%
0.7%
1.1%
2.0%
1.5%
% Customer Churn
% ACV Churn
1.5%
1.0%
% ACV Expansion
1.0%
0.5%
0.5%
121
28
120
27
125
29
126
32
130
33
135 The average Customer Engagement Score across the customer base
35
Jan
Feb
Mar
Apr
May
Jun
$ 21,738 $ 16,834 $ 22,519 $ 23,457 $ 24,572 $ 25,716 ARPA * Gross Margin % / %MRR Churn Rate
$ 8,750 $ 8,571 $ 8,605 $ 8,261 $ 8,125 $ 7,692 Adjusted Sales & Marketing expense / # of new Customers
2.5
2.0
2.6
2.8
3.0
3.3 LTV/CAC
19
19
18
18
17
17 CAC/(ARPA * GM%)
$
$
$
$
Total Expenses
Sales & Marketing
Research & Development
General & Administrative
$
$
$
$
EBITDA
Billings-based operating profit/loss
$
$
Jan
505
4,987
848
4,139
83%
640
350
180
110
$
$
$
$
$
$
$
$
Feb
515
5,158
877
4,282
83%
650
360
180
110
$
$
$
$
$
$
$
$
Mar
520
5,370
913
4,457
83%
660
370
180
110
$
$
$
$
$
$
$
$
Apr
490
5,591
950
4,640
83%
670
380
180
110
$
$
$
$
$
$
$
$
May
540
5,892
1,002
4,891
83%
680
390
180
110
$
$
$
$
$
$
$
$
3,499 $
(221) $
3,632 $
(223) $
3,797 $
(228) $
3,970 $
(263) $
4,211 $
(232) $
Jan
Feb
Mar
Apr
May
Jun
560 Custs may be billed in advance of when revenue can be recognized
6,175 Revenue is typically recognized monthly, so may vary from Billings
1,050
5,126
83%
0.0%
0.0%
Jan
Feb
Mar
Apr
May
Jun
Jan
$575
8.0
$570
7.0
$565
6.0
$560
5.0
$555
4.0
$550
3.0
$545
2.0
Jan
Feb
690
400
180
110
Sales Metrics
No of FTE Sales reps
Quota per sales rep
Sales Capacity
Coverage ratio for plan
Productivity per FTE sales rep
$
$
Apr
5,357
1.4%
75
61%
79%
Mar
Apr
May
Jan
Jun
Jun
4,400
2.0%
88
59%
78%
4,000
1,000
2.0%
Feb
Mar
Apr
May
Jun
1.0%
0.5%
90
80
0.0%
70
May
8
4.2 $
33.3 $
1.2
Jun
8.5
4.2
35.4
1.2
44.0
42.5
42.0
41.6
40.5
Jun
1.5%
Apr
7.5
4.2 $
31.3 $
1.2
$
May
5,000
Opportunities
Mar
7
4.2 $
29.2 $
1.2
$
Apr
100
Feb
6.5
4.2 $
27.1 $
1.2
$
Mar
3,000
Jan
6
4.2 $
25.0 $
1.2
$
Feb
Jun
May
4,684
1.9%
89
54%
85%
Jun
6,000
Jan
Mar
5,200
1.5%
78
55%
65%
May
$535
Feb
3,429
2.1%
72
58%
82%
Apr
1.0
$540
2,000
Jan
3,611
1.8%
65
62%
75%
Mar
Tracks what has been billed, but can't yet be recognized as revenue
Funnel Metrics
Raw Leads / Enquiries
Conversion Raw Leads to MQLs
Opportunities
Conversion: Oppties to Win
Win/Losss ratio
Feb
Jan
60
Feb
Mar
Apr
May
Jun
50
40
30
64%
20
10
62%
Jan
Feb
Mar
Apr
May
60%
Jun
58%
# of new Customers
56%
60
54%
50
52%
50%
40
Jan
Feb
Mar
Apr
May
Jun
May
Jun
30
Win/Losss ratio
20
100%
10
80%
Jan
Feb
Mar
Apr
May
60%
Jun
40%
20%
0%
Jan
Feb
Mar
Apr
Win/Losss ratio
Sales Capacity
$40.0
$35.0
$45.0
7
6
5
4
$30.0
$44.0
$25.0
$43.0
$20.0
$42.0
$15.0
$41.0
$10.0
$40.0
$5.0
$39.0
$38.0
$Jan
Feb
Mar
Apr
May
Jun
Unit Economics
$15,000
CAC
$10,000
$5,000
$-
Jan
Feb
Mar
Apr
May
Jun
4.0
20
19
19
18
18
17
17
16
16
15
3.5
3.0
2.5
2.0
1.5
1.0
0.5
Jan
Feb
Mar
Apr
May
Jan
Jun
Feb
Mar
Apr
May
Jun
140
40
35
30
25
20
15
10
5
-
135
130
125
120
115
110
Jan
Feb
Mar
Apr
May
Jun
Jan
Feb
Mar
Apr May
Jun
Simple Calculation
Initial Cohort Size
Churn Rate
100
3%
Time in Months
Cohort Size
1
100
2
97
3
94
4
91
5
89
6
86
7
83
8
81
9
78
10
76
11
74
12
72
13
69
14
67
Cohort Size
100
80
60
40
20
0
Months
1 5 9 131721252933374145495357616569
Initial ARPC
Monthly ARPC growth
Monthly Customer Churn
Time in Months
Cohort Size
Cohort Payment
100
5
3.0%
1
2
3
4
5
6
7
8
9 10 11 12 13 14
100 97 94 91 89 86 83 81 78 76 74 72 69 67
10000 #### #### #### #### #### #### #### #### #### #### #### #### ####
Cohort Payment
$12,000
$10,000
$8,000
$6,000
$4,000
$2,000
$0
Months
Months
$0
1
11 16 21 26 31 36 41 46 51 56 61 66 71
15
65
16
63
17
61
18
60
19
58
20
56
21
54
22
53
23
51
24
50
25
48
26
47
27
45
28
44
29
43
30
41
31
40
32
39
15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32
65 63 61 60 58 56 54 53 51 50 48 47 45 44 43 41 40 39
#### #### #### #### #### #### #### #### #### #### #### #### #### #### #### #### #### 9919
33
38
34
37
35
36
36
34
37
33
38
32
39
31
40
30
41
30
42
29
43
28
44
27
45
26
46
25
47
25
48
24
33 34
35
36
37
38
39
40
41
42
43
44
45
46
47
48
38 37
36
34
33
32
31
30
30
29
28
27
26
25
25
24
9810 9699 9585 9470 9353 9234 9114 8993 8871 8749 8625 8501 8377 8253 8129 8004
49
23
50
22
51
22
52
21
53
21
54
20
55
19
56
19
57
18
58
18
59
17
60
17
61
16
62
16
63
15
64
15
65
14
49
50
51
52
53
54
55
56
57
58
59
60
61
62
63
64
65
23
22
22
21
21
20
19
19
18
18
17
17
16
16
15
15
14
7880 7756 7632 7509 7386 7264 7143 7022 6902 6783 6665 6548 6432 6317 6203 6091 5979
66
14
67
13
68
13
69
13
70
12
71
12
72
12
66
67
68
69
70
71
72
14
13
13
13
12
12
12
5869 5760 5652 5545 5440 5336 5234