Performance Brief

Monthly intelligence summary

$153.4M
Ending ARR
+$3.4M
Net New ARR
31%
Annual Growth
108%
Net Retention
52%
Rule of 40

Annual growth of 31% indicates solid momentum, though acceleration opportunities should be explored.

Sales efficiency is strong with a Magic Number of 3.02x—each dollar of S&M spend generates over a dollar of new ARR.

Net retention at 108% shows the customer base is stable, though expansion opportunities remain untapped.

Strength

Rule of 40 at 52% reflects strong balance between growth and profitability—a sign of operational discipline.

What Needs Attention

0 critical, 1 moderate
Metric
Current
Target
Variance
Action
Logo Churn
View formula
(Customers Churned / Total Customers) × 100
2.5%
<1.5%
+67%
Implement early warning system for at-risk accounts

Where to Invest

Sales & Marketing
↑ Increase

High efficiency justifies accelerated investment

Magic Number
3.02x>0.75x
CAC Payback
6 mo<18 mo
CAC Blended
$80,357.143varies
Paid Acquisition
↑ Increase

Strong engagement and unit economics support scaling

CTR
13.57%>2%
CPC
$75.00varies
CAC (Paid)
$20,357.143varies
Customer Success
→ Maintain

Retention healthy but expansion revenue opportunity exists

GRR (Annual)
95%>90%
NRR (Annual)
108%>110%
Logo Churn
2.5%/mo<1.5%
Expansion Revenue
↑ Increase

Expansion revenue represents untapped growth potential

Expansion ARR
$1,600Kvaries
Expansion Rate
1.1%>1%/mo
ARPA
$15625varies

Demand Generation

Channel Mix

Channel
Spend
Leads
CPL
Efficiency
Paid Social
39% of spend
$165K
140
$1179
Low
Paid Search
28% of spend
$120K
180
$667
Average
Events
19% of spend
$80K
65
$1231
Low
Content/SEO
11% of spend
$45K
175
$257
High
Partnerships
4% of spend
$15K
60
$250
High
Total
$425K
620
$685
Avg CPL

Marketing Effectiveness

Performance
Marketing ROI
5.8:1High
MQL→Customer Rate
9.0%Average
Pipeline Impact
Pipeline Generated$7.7M
Marketing Sourced Revenue$2,450K
Spacer—
ABM Program
Target Accounts250
Engaged Accounts85
Engagement Rate34%

Marketing Efficiency

Spend Mix
Paid Media67%
Events19%
Content/Partner14%
Pipeline Efficiency
Cost per Pipeline $
$0.06Average
Marketing % of S&M38%
Marketing CAC$30,357
ABM Program
Total ABM Spend$140K
Cost per Engaged$1,647
ABM % of Spend33%

Pipeline Funnel

620
Leads
Lead→MQL
25%
155
MQLs
MQL→SQL
42%
65
SQLs
SQL→Opp
68%
44
Opps
Win Rate
32%
14
Won
$7.7M
Pipeline Generated
$19.6K/day
Pipeline Velocity
$175K
Avg Deal Size
4.2 mo
Sales Cycle
9.0%
Overall Conversion
$685
Cost/Lead
$2742
Cost/MQL
$6538
Cost/SQL
$9,659
Cost/Opp
$30,357
Cost/Won

Growth Trajectory

ARR Movement

Beginning ARR$150.0M
New Bookings+$2.5M
Expansion+$1.6M
Churned$-650K
Ending ARR$153.4M
+2.27%
Monthly
31%
Annualized

Customers

Beginning Customers
800
New Customers
+14
Churned Customers
-20
Ending Customers
794
Logo Churn Rate
2.50%/mo<1.5%

Retention

Metric
Monthly
Annual
Target
GRR
Formula
((Starting ARR - Churned ARR) / Starting ARR) ^ 12
99.6%
95%
>90%
NRR
Formula
((Starting ARR - Churned ARR + Expansion ARR) / Starting ARR) ^ 12
100.6%
108%
>110%

Unit Economics

Core Metrics

LTV
ARPA × Avg Lifetime
Total revenue expected from a customer over their lifetime.
$281,250
varies
CAC
Total S&M / New Customers
$80,357
varies
LTV:CAC
LTV / CAC
The ratio of customer lifetime value to customer acquisition cost.
3.5x
>3.0x
Payback
CAC / (ARPA × Gross Margin)
6.1 mo
<18 mo

Customer Value

ARPA
$15,625/movaries
Avg Customer Lifetime
18 movaries
Gross Margin
85%>75%

Acquisition Costs

Total S&M Spend
$1,125,000
Marketing Spend
$425,000
Paid Marketing Spend
$285,000
CAC (Paid Only)
$20,357varies
New Customers Added
14

Financial Position

Monthly P&L

Monthly Revenue$12.8M
COGS($1.9M)
Gross Profit$10.9M
Sales & Marketing($1.1M)
R&D($4.5M)
General & Administrative($2.6M)
Total OpEx$8.2M
EBITDA$2.6M

Efficiency

Gross Margin
(Revenue - COGS) / Revenue × 100
Percentage of revenue remaining after direct costs.
85%
>75%
EBITDA Margin
(Gross Profit - OpEx) / Revenue × 100
Operating profit margin before interest, taxes, depreciation, and amortization.
21%
varies
Rule of 40
ARR Growth Rate % + EBITDA Margin %
Balances growth and profitability. Key metric for SaaS company health.
52%
>40%
Quick Ratio
(New Bookings + Expansion ARR) / Churned ARR
Growth efficiency ratio comparing revenue gains to losses.
6.2x
>4.0x
Burn Multiple
|Net Burn| / Net New ARR
Capital efficiency - dollars burned to generate each dollar of new ARR.
N/A (profitable)
<1.5x

OpEx Allocation

Sales & Marketing
$1.1M14%
R&D
$4.5M55%
General & Administrative
$2.6M32%
Total OpEx$8.2M
64% of revenue