Knowledge base
The metric library
Plain-English definitions and formulas for every operating metric Plantactic computes — so the whole team reads the numbers the same way. 209 documented and growing toward ~700.
Bookings
53ACV Growth Rate
The period-over-period percentage change in total annual contract value, from opening balance to closing balance.
ARPnU Growth Rate
The month-over-month percentage change in average revenue per new user — whether each new cohort is landing at higher or lower value.
ARPU Growth Rate
The period-over-period percentage change in average revenue per user, isolating expansion and pricing power from headcount growth.
Average Revenue Per New User
Annual contracted revenue from users newly added in a period, divided by the count of those new contracted users.
CARR Growth Rate
The period-over-period percentage change in contracted annual recurring revenue (CARR) from opening balance to closing balance.
Churned Contracted Annual Recurring Revenue
The annualized value of contracts removed from your CARR base when a customer fully cancels a signed agreement in the period.
Churned Contracted Logos
The number of unique contracted customers whose subscription fully canceled to zero recurring revenue during a period.
Churned Contracted Monthly Recurring Revenue
Monthly recurring revenue lost when contracted customers cancel entirely and their CMRR balance drops to zero during the period.
Churned Contracted Users
The raw count of contracted users (seats or accounts) whose contracts were cancelled or not renewed during a period.
Closing Contracted Annual Recurring Revenue
The total annualized recurring revenue locked into all signed customer contracts at the end of a reporting period, reflecting all inflows and outflows during that period.
Closing Contracted MRR
Your contracted recurring revenue closing balance — the period-end binding commitment total after new bookings, expansions, downgrades, and cancellations flow through the waterfall.
Contracted Annual Recurring Revenue
The annualized recurring revenue locked into all signed customer contracts, whether or not each contract has gone live yet.
Contracted Average Revenue Per User
The average annualized contracted revenue per active user seat — total signed-contract value, live or not, divided by current seats.
Contracted Customer Lifetime
The average number of months a contracted customer is expected to stay before fully canceling, derived as the inverse of the monthly contracted logo churn rate.
Contracted Gross Dollar Retention
The percentage of opening contracted annual recurring revenue retained over a period after losses to churn and downgrades, calculated only on signed contracts and excluding all expansion.
Contracted Logo Churn Rate
The share of contracted customer accounts that fully canceled during a period, measured against the opening contracted logo base.
Contracted Net Dollar Retention
The percentage of opening contracted recurring revenue you retain and expand from existing customers over a period, after churn and downgrades and after adding upsells and price increases — measured on contracted revenue rather than live, recognized revenue.
Contracted Net Dollar Retention
The percentage of opening contracted annual recurring revenue you retain and expand from existing customers over a period, including churn, downgrades, and upsells — calculated on contracted revenue not yet recognized on the income statement.
Contracted User Churn
The percentage of contracted user seats lost to outright cancellation in a period, excluding downsells and other partial reductions.
Customers
The count of distinct new customers acquired during a period — business entities that signed at least one term-committed contract in the window. It is a tally of customers acquired, not the cumulative customer base, and a single entity is counted once no matter how many contracts it signs.
Downsell Contracted Annual Recurring Revenue
Annualized revenue lost when signed, not-yet-active customer contracts are partially downgraded before they activate.
Downsell Contracted Monthly Recurring Revenue
Monthly recurring revenue lost when existing contracted customers downgrade their plans or remove add-ons while remaining live.
Gross Revenue Retention
The percentage of contracted recurring revenue you keep from your existing customer base over a period, counting only churn and downgrades — never expansion.
Gross User Retention
The percentage of prior-period users you keep after churn and downgrades, excluding any new users you add.
Growth Rate Contracted Logos
The period-over-period percentage change in the number of unique customers with signed contracts, from opening to closing balance.
Growth Rate Contracted MRR
The month-over-month percentage change in contracted monthly recurring revenue, from the opening balance to the closing balance.
Growth Rate Contracted Users
The period-over-period percentage change in your total contracted user pool, from opening balance to closing balance.
Logo Retention
The share of customer logos active at period start that you still have at period end — unit-level retention, ignoring revenue size.
Net Dollar Retention
The percentage of opening live annual recurring revenue you retain and expand from existing customers over a period, after churn and downgrades and after adding upsells — calculated on revenue that is billing today, not on contracted bookings.
Net New Contracted ARR
The net change in contracted annual recurring revenue over a period: new bookings and expansions minus contractions and churn.
Net New Contracted Logos
The net change in distinct customer logos in a period: new contracted logos signed minus logos lost when their final active contract ends.
Net New Contracted MRR
Net change in contracted monthly recurring revenue in a period from new bookings, upsells, downsells, and churn.
Net New Contracted Users
The net change in contracted users over a period: new contracted users added minus contracted users churned.
Net New Logos
The net change in distinct customer organizations over a period — new logos signed minus logos lost to churn. It counts customers, not dollars.
Net Revenue Retention
The percentage of opening contracted revenue you keep from existing customers over a period, after churn and downgrades and after adding upsells.
Net User Retention
The share of your prior-period user base you keep after expansions, contractions, and churn — net dollar retention applied to user counts.
New Annual Contract Value
The annualized value of newly signed customer contracts in a period — each contract's total value divided by its term in years.
New Average Revenue Per User
Annualized recurring revenue contracted per new user seat acquired in a period, before any expansion or churn.
New Contracted ARR
Annualized recurring revenue from contracts you signed this period, counted when signed whether or not the customer has gone live yet.
New Contracted Monthly Recurring Revenue
Monthly recurring revenue from customers signing their first binding subscription contract in the period.
New Contracted Users
Count of new user seats or licenses added through new contracts (legally binding agreements) signed in a period.
New Customer Logos
The count of distinct new customer organizations that signed a binding contract during a period.
New Total Contract Value
The full lifetime value of newly signed customer contracts over the whole term, including recurring and one-time components.
Starting Contracted Annual Recurring Revenue
The contracted annual recurring revenue balance carried forward from the prior period — your opening CARR for the month.
Starting Contracted MRR
Your contracted recurring revenue opening balance — the prior period's closing Contracted MRR carried forward as this period's committed baseline.
TCV Growth Rate
The period-over-period percentage change in your total booked contract value, from the opening balance to the closing balance.
Total Annual Contract Value
The annualized value of all active contracts — total contract value divided by average contract term in years, expressed as annual run-rate.
Total Contract Value
The full booked value of a contract over its entire term — either entered directly or calculated from licenses, price per license, and contract duration.
Total Contracted Logos
Count of unique customer accounts holding an active recurring-revenue contract at the close of the period.
Total Contracted MRR
The total normalized monthly value of every binding customer contract you hold, built as a waterfall from last month's balance.
Total Contracted Users
The end-of-period count of all active contracted user seats or licenses across your entire customer base.
Upsell Contracted Annual Recurring Revenue
Annualized revenue added when an existing customer upgrades a signed-but-not-yet-active contract before its start date.
Upsell Contracted Monthly Recurring Revenue
Monthly recurring revenue added by existing customers who sign formal expansion contracts during the period.
Recurring Revenue
38Annual Recurring Revenue
The annualized value of all active recurring subscriptions at a point in time — your total MRR multiplied by 12.
ARR Growth Rate
The period-over-period percentage change in annual recurring revenue, from the opening balance to the closing balance.
Average CARR per User
The average annual contracted recurring revenue locked in per active user seat, measuring per-seat unit economics for user-based licensing models.
Churned Annual Recurring Revenue
The annualized recurring revenue lost when customers fully cancel their subscriptions, calculated as Churned MRR for the period times 12.
Churned Live Annual Recurring Revenue
The annualized recurring revenue lost when customers fully cancel their actively billing (live) subscriptions in a period, calculated as the period's Churned Live MRR times 12.
Churned Monthly Recurring Revenue
The recurring monthly revenue lost when customers cancel their subscriptions outright and their MRR drops to zero.
Churned Users
The number of active user seats lost in a period because customers cancelled their entire contracts and dropped to zero users.
Closing ARR
The annualized value of all active recurring subscriptions at the end of a period.
Closing ARR
The annualized value of all active recurring subscriptions as of the last day of a period — the ending balance of your ARR waterfall, carried forward as next period's Starting ARR.
Closing Live Users
The total count of active, billable user seats across all contracts at the close of a period — your seat-based user base at month-end or quarter-end.
Closing Monthly Recurring Revenue
The recurring monthly subscription revenue from all active contracts on the last day of a period, after every new sale, expansion, downgrade, and cancellation has flowed through the waterfall.
Contracted Gross Dollar Retention
The percentage of contracted annual recurring revenue retained from the prior period after losses to churn and downgrades, excluding all expansion.
Downsell Annual Recurring Revenue
The annualized recurring revenue lost when existing customers downgrade to lower tiers or remove add-ons.
Downsell Live ARR
The annualized recurring revenue lost when existing live customers downgrade tiers, reduce seats, or remove add-ons on contracts that are currently billing.
Downsell Monthly Recurring Revenue
MRR lost when active customers contract their recurring spend by downgrading plans or dropping add-ons, while remaining paying customers.
Downsell Users
Count of existing customers who reduced their seat count in a period but stayed above zero seats (a downgrade, not a churn).
Growth Rate of Users
The period-over-period percentage change in total active users: the change in user count divided by the starting user count.
Live ARR per Logo
The average live annual recurring revenue each active customer account generates — total Live ARR divided by your count of active logos.
Monthly Recurring Revenue
Total predictable monthly subscription revenue a business generates from active contracts.
MRR Growth Rate
The period-over-period percentage change in monthly recurring revenue, showing whether your subscription base is expanding or contracting.
Net New ARR
The annualized net change in recurring revenue in a period: new and expansion inflows minus contraction and churn outflows.
Net New Live ARR
The annualized net change in live recurring revenue over a period: new and expansion inflows minus contraction and churn outflows, counted only on contracts that are billing today.
Net New MRR
The net change in monthly recurring revenue from all sources—new customers, upgrades, downgrades, and churn—over a period.
Net New Users
The net change in active user seats between two periods: new and upgraded seats minus churned and downgraded seats, as a signed integer.
New Annual Recurring Revenue
The annualized recurring revenue won from newly acquired customers in a period — your new-business run-rate over the next 12 months.
New Live ARR
The annualized recurring revenue added by brand-new customers whose contracts have gone live — the run-rate value of new-logo revenue that is actually billing today, not merely signed.
New Monthly Recurring Revenue
Recurring monthly revenue added by customers landing their first paid contract in the period — brand-new logos only.
New Users
The number of customers who activate their first paid subscription in a period, going from zero active seats to one or more.
Starting Annual Recurring Revenue
The annualized recurring revenue balance carried forward from the prior period — your opening ARR for the month.
Starting Annual Recurring Revenue
The annualized recurring revenue balance carried forward from the prior period — your opening ARR for the month.
Starting Monthly Recurring Revenue
The recurring revenue balance carried forward from the prior period — your opening MRR for the month.
Starting Users
The number of active users at the start of a reporting period; equals the prior period's closing user count.
Total Users
The count of all active, billable user seats or subscriptions at the close of a period — a point-in-time headcount of your user base.
Upsell Annual Recurring Revenue
The annualized recurring revenue added when existing customers increase their spend through upgrades, add-ons, or seat expansion.
Upsell Live ARR
The annualized recurring revenue added when existing live customers increase their spend through upgrades, add-ons, or seat expansion, based only on contracts that are currently billing.
Upsell Monthly Recurring Revenue
Additional monthly recurring revenue from existing customers increasing their spend through upgrades, higher tiers, or add-ons.
Upsell Users
Number of existing, active customers whose seat count increased during a period — the headcount of accounts that expanded, regardless of dollars.
User Retention
Share of users active at period start who are still active at period end, measured as ending active users divided by starting active users.
Income Statement
36Average Annual Gross Margin Per Unit
The average annual gross profit a business retains from a single customer or user after direct cost of goods sold — annual revenue per unit multiplied by gross margin percentage.
Average Contract Duration
The average term length, in months, across all active contracts—how long your typical customer is committed to pay.
Average New Contract Duration
The average commitment length of all contracts newly signed in a period, in months.
Cash Burn
The net amount of cash a company depletes over a period, measured as the decrease in its cash balance from one period-end to the next.
Close to Subscription Days
The average number of calendar days between a contract's close date and its subscription start date, across all new contracts in a period.
Collections
Cash actually received from customers during a period against invoices, net of refunds and chargebacks — the cash counterpart to recognized revenue.
Customer Success Payroll & Expenses
Total monthly operating cost of payroll, benefits, and employment expenses for your customer success organization.
Customer Support Payroll & Expenses
Total monthly cost of payroll, benefits, tools, and allocated overhead for the customer support function that delivers reactive help to active customers.
Earnings Before Interest, Taxes, Depreciation, and Amortization
Operating profit before financing and accounting charges: gross margin minus all operating and overhead expenses, before interest, taxes, and D&A.
EBITDA Margin
Operating profitability as a percentage of revenue: the share of each revenue dollar left as EBITDA after direct costs and operating expenses, but before interest, taxes, depreciation, and amortization.
Engineering & Technology Payroll & Expenses
The fully loaded monthly cost of your engineering and technology function: payroll for engineering headcount, fees for technical contractors, and the development tools and infrastructure those teams run on.
Engineering Team Payroll & Expenses
Total monthly operating cost of payroll, benefits, and employment expenses for your engineering organization.
Expenses
Total operating, cost-of-goods-sold, and overhead costs a company incurs in a period to run the business and generate revenue.
G&A Team Payroll & Expenses
Total period cost of running the general and administrative function — all compensation, benefits, and payroll tax for finance, legal, HR, and corporate administration, plus the back-office software and facilities those teams consume.
Gross Burn
Total cash a business spends on operating expenses in a period, before any revenue or other inflows are subtracted.
Gross Margin
The percentage of every revenue dollar left after paying the direct costs of delivering your product or service.
Marketing Payroll & Expenses
Total monthly salary and direct payroll cost for the marketing organization, including marketing contractors and freelancers.
Operating and Overhead Expenses
The total cost of running the business below gross margin — R&D, sales and marketing, and general and administrative — excluding the cost of goods sold.
Operating Expenses
The period cost of the product and engineering organization that builds and improves the product: R&D, product, and engineering payroll plus the tools, contractors, and overhead that team consumes. It is the cost line that sits below gross margin and turns it into operating profit.
Overhead Expenses
The fixed general and administrative cost of running the company — finance, legal, HR, facilities, and insurance — that supports the whole business rather than building, delivering, or selling the product.
R&D Expenses
The full-loaded operating cost of your engineering and research capacity: payroll, contractors, tools, and infrastructure dedicated to building product.
R&D Team Payroll & Expenses
Total monthly operating cost of payroll, benefits, and employment expenses for your research and development organization.
Revenue Growth Rate
The percentage change in total revenue from one period to the next, measuring how fast your top line is expanding.
Sales Team Payroll & Expenses
Total fully-loaded compensation cost for the sales organization in a period — salary, commission, bonus, benefits, and employer payroll taxes for every sales rep, sales engineer, and sales leader.
Software COGS
Direct payroll and support cost to deliver and run your software product, split between recurring (ongoing service) and non-recurring (one-time) work.
Software Contracts
The number of distinct active software product or service agreements you hold at a point in time.
Software Revenue
Total revenue recognized from selling software, combining recurring subscriptions and one-time licenses or non-recurring software services.
Total COGS
The total direct cost of delivering all products and services to customers, across both recurring and non-recurring revenue lines.
Total Contracts
The number of active contracts in the period, across both recurring and non-recurring revenue models — a count of commitments, not their value.
Total Expenses
The sum of every cost a business incurs to build, sell, and run its product: COGS, sales and marketing, product and engineering, and admin.
Total Gross Margin
The dollar value of gross profit: revenue left after subtracting all direct costs to deliver your product or service.
Total Recurring COGS
The direct cost of delivering your recurring contracts, summed across every product line: software, professional services, and physical product.
Total Recurring Contracts
The number of active subscription contracts on a recurring revenue model as of your reporting date.
Total Recurring Gross Margin
The dollar profit left from recurring revenue after subtracting every direct cost to deliver it (COGS), before any operating expense.
Total Recurring Revenue
Revenue recognized in a period from all active recurring contracts — software subscriptions, recurring services, and product subscriptions.
Total Revenue
The sum of all recurring and non-recurring revenue your business recognizes in a reporting period.
General
34Accounts Receivable
The total value of invoices customers owe for goods or services already delivered but not yet paid, measured as a balance at a point in time.
Average LARR per User
Live annual recurring revenue divided by the count of active user seats on live contracts at period end — the average yearly value of one live, paying seat.
Average Revenue Per Account
The average annual recurring revenue each active customer account generates—total ARR divided by your active logo count.
Average Revenue Per User
Annual recurring revenue divided by the count of active user seats at period end — the average yearly value of one seat.
CAC Payback Period
The number of months a new customer's gross-margin contribution takes to recover the sales and marketing cost spent to acquire them.
Cash and A/R Balance
Total near-term liquid working capital available to the business: cash and cash equivalents on hand plus customer invoices issued but not yet collected.
Cash Balance
The amount of liquid cash a company holds at a point in time, after opening balance, collections, funding inflows, and operating outflows are netted together.
Cash Infusion (Debt/Funding)
External capital received in a period from equity funding rounds, debt financing, or other non-operational sources — money that funds the business but is not earned from customers.
Churned Logos
The count of distinct customer organizations (logos) whose recurring revenue fell to zero through full cancellation during a period.
Closing Logos
The point-in-time count of distinct active customer organizations at the end of a reporting period, built as a waterfall from the opening logo balance plus new logos won minus logos lost to churn.
CLTV to CAC Ratio
How many dollars of gross-margin lifetime value you earn per dollar spent acquiring a customer — lifetime value divided by acquisition cost per logo.
Contracted CAC Payback Period
The number of months it takes new contracted bookings to repay acquisition spend, using booked new MRR and gross margin.
Contracted CAC per User
Sales and marketing spend required to land one new customer who has signed a contract but not yet gone live in the period.
Contracted CLTV to CAC Ratio
The ratio of contracted customer lifetime value to the sales and marketing cost of acquiring one new customer logo.
Contracted Customer Lifetime Value
The gross-margin dollars a contracted customer is expected to generate per year, multiplied by a fixed assumed customer lifetime.
Contracted Customer Lifetime Value to Customer Acquisition Cost
The contracted lifetime value of a customer divided by the cost to acquire one customer organization, expressed as a multiple.
Cost of Goods Sold
The direct costs to deliver your product or service in a period. It is the cost line that turns revenue into gross margin.
Customer Acquisition Cost per Logo
Fully-loaded sales and marketing spend divided by the number of new customer logos won in the same period.
Customer Acquisition Cost per User
The blended sales and marketing spend required to acquire one new paying user or seat in a period.
Customer Churn Rate
The percentage of customers lost in a period, measured as churned logos divided by starting logos.
Customer Lifetime
The average length of time a customer stays subscribed before churning, calculated as the inverse of the customer churn rate.
Customer Lifetime Value
The gross-margin dollars a live customer generates per year, multiplied by an assumed 5-year lifetime — a churn-free proxy for customer worth.
Days To Go Live
The average number of calendar days between contract signature and customer go-live — the point at which a customer first begins paying or actively using the product.
Days To Go Live
Average number of calendar days between contract signature and customer activation (first billable use).
Downsell Logos
The number of distinct existing customers whose recurring revenue decreased during a period through a downgrade, tier reduction, or feature removal, while remaining active.
Gross Margin Percentage
The percentage of each revenue dollar left after the direct costs of delivering your product (COGS).
Product Team Payroll & Expenses
All compensation, benefits, and direct costs for the product management and product operations function in a period.
Revenue
Total recognized income earned from all revenue streams in a period — subscriptions, usage, and one-time fees — under accrual accounting.
Runway (Months, Cash Burn)
Number of months a company can sustain operations with its current cash balance if monthly cash burn continues unchanged.
Starting Logos
The count of active customer organizations (logos) carried forward from the prior period — your opening logo balance for the period and the leftmost bar of the logo waterfall.
Total Logos
Point-in-time count of all distinct, active customer organizations (legal entities) at the end of a period.
Total Sales and Marketing Expenses
Total sales and marketing spend in a period — the acquisition cost pool that feeds every per-customer and payback calculation.
Total Sales and Marketing Expenses
All money spent on sales and marketing in a period — the cost pool that feeds CAC, payback, and acquisition-efficiency calculations.
Upsell Logos
Count of distinct existing customer organizations that increased their recurring spend during a period through upgrades, add-ons, or higher tiers.
Efficiency
19ARR Per Employee
The average live annual recurring revenue generated per full-time employee, measuring how productively the organization converts headcount into repeatable, active subscription revenue.
Average Days To Go Live
The average number of calendar days from contract signature to the moment a customer goes live and generates their first recurring revenue.
Bessemer CAC Ratio
Bessemer's measure of sales-and-marketing efficiency: the gross-margin-adjusted net new ARR generated in a period divided by the sales-and-marketing spend of the prior period that produced it.
Blended CAC Ratio
Sales and marketing spend per dollar of new and expansion annual recurring revenue won — acquisition cost measured against all the recurring revenue growth it produced, not just new logos.
Burn Multiple
A ratio of cash burn to new revenue growth; the amount of cash burned per dollar of net new revenue (or ARR) added each period.
CAC Ratio
Sales and marketing spend per dollar of new annual recurring revenue won — how many acquisition dollars it takes to capture one dollar of new subscription run-rate.
CAC to CLTV Ratio
The proportion of customer lifetime value consumed by acquisition cost per customer — lower is better, and below 0.33 signals strong unit economics.
CARR Per Employee
Contracted annual recurring revenue divided by total headcount — how much committed recurring revenue the business carries per person on the payroll.
Cash-Out Month (Net Burn)
The calendar month in which a company's available cash is projected to run out if its current net burn rate continues unchanged.
Cash-Out Months (Cash Burn)
Number of months until a company's cash reserves are fully depleted at its current monthly cash burn, assuming no new funding and no change in spend.
Monthly CAC (Prior Quarter)
The total sales and marketing spend recorded two months before the current month — a lagged acquisition-cost benchmark used to read spend trends against the current period.
Net Burn
The net amount of cash a company consumes from operations each month after subtracting the revenue it generates from its total operating spend.
Revenue Per Employee
The average annual revenue generated per full-time equivalent employee, measuring how productively a company converts payroll into top-line revenue.
Rule of 40
A composite efficiency benchmark that sums a company's revenue growth rate and EBITDA margin to test whether it is balancing growth and profitability well enough to create durable value.
Runway (Months, Net Burn)
Number of months a company can keep operating on its current cash before reserves run out, after netting monthly revenue against monthly spend.
SaaS Magic Number
Annualized recurring-revenue growth in a period divided by the prior period's sales and marketing spend — how much new annual recurring revenue each dollar of go-to-market investment generates.
SaaS Magic Number (Contracted)
The ratio of new contracted annual recurring revenue (CARR) signed in a period to the sales and marketing spend in that same period, measuring how efficiently the go-to-market engine converts spend into forward-looking bookings.
Sales Magic Number (Contracted)
Ratio of contracted revenue expansion in a period to S&M spend; measures how efficiently sales resources convert spend into contracted ARR.
Sales Magic Number (Live)
New Live ARR added in a period divided by the sales and marketing spend in that same period — how much annualized recurring revenue from newly live customers each S&M dollar generated.
Headcount
14COGS Headcount
Point-in-time count of all full-time-equivalent staff whose work delivers the product and serves existing customers — the people whose payroll flows through cost of goods sold rather than sales, marketing, or overhead.
Customer Acquisition Headcount
The number of full-time-equivalent (FTE) employees dedicated to customer acquisition at a point in time — the combined sales and marketing teams that source, work, and close new business.
Customer Success Headcount
The number of full-time equivalent employees whose primary role is customer success — driving adoption, retention, and expansion across the post-sale customer lifecycle — measured at a point in time.
Customer Support Headcount
The number of full-time equivalent (FTE) employees dedicated to the customer support function at a point in time, including support agents, support engineers, and the leaders who manage them.
Engineering & Technology Headcount
Point-in-time count of all engineering and technology staff employed or deployed against revenue-generating work.
Engineering Team Headcount
The number of full-time and full-time-equivalent engineering staff employed by the company in a given period.
G&A Team Headcount
Point-in-time count, in full-time equivalents, of all General and Administrative staff who run the company's corporate functions — finance, accounting, legal, HR, IT, and facilities — rather than build the product or generate revenue.
Live Users
The count of active, currently engaged users on live (paying) subscriptions at a point in time.
Live Users
The count of active, billable user seats on live (revenue-generating) subscriptions at a point in time — the paying headcount of your customer base.
Marketing Headcount
The number of full-time equivalent (FTE) employees in the marketing department at a point in time, spanning demand generation, product marketing, content, brand, marketing operations, and analytics.
Product Team Headcount
Point-in-time count of all full-time and full-time-equivalent staff whose primary role is product management, product operations, and product strategy.
R&D Team Headcount
The number of full-time and full-time-equivalent staff whose primary job is building, improving, and maintaining the product — engineering, platform, infrastructure, QA, and technical research — counted at a point in time.
Sales Headcount
The number of full-time-equivalent sales employees on the team at a point in time, spanning quota-carrying and quota-supporting roles such as Account Executives, Sales Development Representatives, and Sales Engineers.
Total Headcount
The total number of full-time and full-time-equivalent (FTE) employees across the entire organization at a point in time.
Contracted Revenue
6ARPL Growth Rate
The period-over-period percentage change in your average revenue per logo — whether each customer account is getting more or less valuable.
Average Revenue Per Logo
The average annualized contracted revenue per unique customer account (logo).
Average Revenue Per New Logo
The average annual recurring revenue (CARR) earned from each newly contracted customer in a given period.
Average Revenue Per New Logo Growth Rate
The period-over-period rate of change in average contracted revenue per newly acquired logo (new customer).
Contract Term
The length of time, in months, that a customer contractually commits to a subscription—the binding term on a single contract, recorded at signature from the contract's start and end dates.
Monthly Logo Retention (Contracted)
The percentage of contracted customer accounts retained at period-end, calculated as one minus the fraction of logos lost to churn relative to opening contracted logos.
Pipeline
5Marketing Qualified Leads
Number of prospects who meet a defined fit-and-engagement bar and are handed from marketing to sales for follow-up.
Next 6-Month Pipeline
The annualized recurring revenue of signed-but-not-yet-live contracts scheduled to activate within the next six months.
Pipeline Coverage
Open sales pipeline value divided by the revenue target for the same period — a forward-looking ratio that tells you whether you have enough opportunity in the funnel to hit quota.
Sales Cycle Time
The average number of days from initial contact or lead qualification to contract close, across all deals closed in a period.
Sales Qualified Leads
Number of prospects that sales has accepted and is actively pursuing because they meet your qualification criteria, counted at a point in time.
Growth
3Gross Dollar Retention (MoM)
The percentage of a month's starting monthly recurring revenue you keep from existing customers after churn and downgrades — counting only losses, never expansion.
Gross Dollar Retention (MoM)
The percentage of a month's starting monthly recurring revenue you keep from existing customers after churn and downgrades — counting only losses, never expansion.
Monthly Logo Churn
The percentage of customers (logos) lost in a month, calculated as churned logos divided by starting logos.