Leading
Leading Metrics
A signal that moves ahead of an outcome, so a change here today shows up in an outcome next quarter.
Test: "If this drops, which outcome will suffer, and after what time lag?"
38 metrics across 12 departments.
Customer Success (4)
Customer Health Score
A composite score predicting likelihood of retention or churn.
At-Risk Customer Rate
The percentage of customers flagged as at-risk.
Executive Sponsor Coverage
The percentage of active accounts with an engaged contact whose role is executive sponsor.
License Utilization
The share of purchased seats that are assigned to a user, across active licenses at period end.
Marketing (6)
Lead Velocity Rate (LVR)
Month-over-month growth in qualified leads (MQLs).
Marketing Sourced Pipeline
Pipeline value attributed to marketing efforts (first-touch attribution).
Marketing Influenced Pipeline/Revenue
Pipeline or revenue where marketing touched the deal at any point (multi-touch attribution).
Brand Awareness
Percentage of target market aware of brand.
Share of Voice
Brand mentions relative to competitors.
NPS (Marketing context)
Net Promoter Score for prospects/market (vs customers).
Onboarding (4)
Onboarding Engagement Score
Level of customer engagement during onboarding.
Onboarding NPS
Net Promoter Score specifically for onboarding experience.
Implementation Quality Score
Assessment of implementation completeness and correctness.
Feature Adoption at Go-Live
Percentage of available features being used at go-live.
Partnerships (2)
People (4)
Product (7)
DAU/MAU Ratio (Stickiness)
The ratio of daily to monthly active users, indicating how often users return.
WAU/MAU Ratio
Weekly to monthly active user ratio.
Trial-to-Paid Conversion Rate
The percentage of trials that ended in the period and became paying customers.
Feature Adoption Rate
Percentage of active users who used a specific feature in the period.
Core Feature Adoption
Percentage of users using the core features that define the product.
Breadth of Adoption
Average number of features used per account.
Product Qualified Accounts (PQAs)
Accounts that have demonstrated product engagement indicating sales-readiness.
Sales (3)
Pipeline Value
Total value of open sales opportunities, weighted by stage probability unless stated as unweighted.
Pipeline Coverage Ratio
The ratio of unweighted pipeline value to quota for the period.
Pipeline Velocity
The speed at which pipeline converts to revenue. Also called Sales Velocity or Deal Velocity.