Interactive Relationships Map

Explore how metrics connect and influence each other. Hover over nodes to see connections, click for details, and drag to rearrange.

revenue

retention

efficiency

acquisition

engagement

operations

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View as table (accessible alternative)

Metric	Category	Drives	Driven By
ARR	revenue	—	New MRR, Expansion MRR, Churned MRR
New MRR	revenue	ARR	Pipeline, Win Rate, CAC
Expansion MRR	revenue	ARR, NRR	Health Score, Expansion Rate, LTV
Churned MRR	revenue	ARR, NRR, GRR	Churn Rate, NPS
Pipeline	acquisition	New MRR	MQL Volume
Win Rate	acquisition	New MRR	Sales Execution
Health Score	retention	Expansion MRR	Product Adoption, Onboarding
Expansion Rate	retention	Expansion MRR	CSM Touch
Churn Rate	retention	Churned MRR, LTV	Support Quality, Onboarding
NPS	retention	Churned MRR	Product Quality, Product Adoption
MQL Volume	acquisition	Pipeline	—
Sales Execution	acquisition	Win Rate	—
Product Adoption	engagement	Health Score, NPS	Onboarding
CSM Touch	retention	Expansion Rate	—
Support Quality	operations	Churn Rate	—
Onboarding	retention	Churn Rate, Health Score, Product Adoption	—
Product Quality	operations	NPS	—
CAC	efficiency	New MRR	—
LTV	efficiency	Expansion MRR	Churn Rate
NRR	retention	—	Expansion MRR, Churned MRR
GRR	retention	—	Churned MRR

Metric Relationships

How metrics connect and influence each other. This is the map.

The Core Model

Revenue is the outcome. Everything else drives it.

                                    ┌─────────────────┐
                                    │      ARR        │
                                    │   (Outcome)     │
                                    └────────┬────────┘
                                             │
              ┌──────────────────────────────┼──────────────────────────────┐
              │                              │                              │
              ▼                              ▼                              ▼
       ┌─────────────┐              ┌─────────────┐              ┌─────────────┐
       │   New MRR   │              │ Expansion   │              │  Churned    │
       │             │              │    MRR      │              │    MRR      │
       └──────┬──────┘              └──────┬──────┘              └──────┬──────┘
              │                            │                            │
              │                            │                            │
    ┌─────────┴─────────┐        ┌────────┴────────┐          ┌────────┴────────┐
    │                   │        │                 │          │                 │
    ▼                   ▼        ▼                 ▼          ▼                 ▼
┌───────┐         ┌─────────┐  ┌──────┐      ┌─────────┐  ┌───────┐      ┌─────────┐
│Pipeline│         │Win Rate │  │Health│      │Expansion│  │ Churn │      │  NPS    │
│       │         │         │  │Score │      │  Rate   │  │ Rate  │      │         │
└───┬───┘         └────┬────┘  └───┬──┘      └────┬────┘  └───┬───┘      └────┬────┘
    │                  │           │              │           │               │
    ▼                  ▼           ▼              ▼           ▼               ▼
┌───────┐         ┌─────────┐  ┌──────────┐   ┌───────┐  ┌─────────┐    ┌─────────┐
│  MQL  │         │ Sales   │  │ Product  │   │  CSM  │  │ Support │    │ Product │
│Volume │         │Execution│  │ Adoption │   │ Touch │  │ Quality │    │ Quality │
└───────┘         └─────────┘  └──────────┘   └───────┘  └─────────┘    └─────────┘

Revenue Drivers

ARR Growth

What increases it:

New MRR (acquisition)
Expansion MRR (upsell/cross-sell)

What decreases it:

Churned MRR (lost customers)
Contraction MRR (downgrades)

Formula:

ARR Change = New MRR + Expansion MRR - Churned MRR - Contraction MRR

New MRR Drivers

New MRR = Deals Won × Average Deal Size

Deals Won = Pipeline × Win Rate

Pipeline = MQLs × MQL-to-SQL Rate × SQL-to-Opp Rate × ACV

MQLs = Leads × Lead-to-MQL Rate

Leads = Traffic × Conversion Rate

Levers:

To Increase New MRR	Action
More deals	Increase MQLs (marketing)
Better conversion	Improve win rate (sales)
Bigger deals	Increase ACV (pricing, product)
Faster deals	Reduce sales cycle (process)

Expansion MRR Drivers

Expansion MRR = Customers × Expansion Rate × Average Expansion Size

Levers:

Driver	What Influences It
Expansion Rate	Product adoption, health score, CSM engagement
Expansion Size	Pricing tiers, usage growth, additional seats
Eligible customers	Contract structure, feature gating

Key relationship: High product adoption → high health scores → higher expansion probability.

Churned MRR Drivers

Churned MRR = Customers × Churn Rate × Average Customer Value

Levers:

Driver	What Influences It
Churn Rate	NPS, health score, support quality, product fit
Churn Timing	Contract length, renewal process, early warning

Key relationships:

Low NPS → higher churn (leading indicator by 3-6 months)
Low health score → higher churn risk
High support tickets → potential churn signal
Poor onboarding → higher early churn

Efficiency Drivers

CAC (Customer Acquisition Cost)

CAC = Sales & Marketing Spend / New Customers

What increases CAC:

Higher marketing spend without proportional lead increase
Lower win rates
Longer sales cycles
More expensive channels

What decreases CAC:

Better lead quality (higher conversion)
More efficient channels
Faster sales cycles
Product-led growth

LTV (Lifetime Value)

LTV = ARPA × Gross Margin / Churn Rate

What increases LTV:

Higher ARPA (pricing, upsell)
Better margins (lower COGS)
Lower churn (better retention)

Key relationship: LTV and CAC must be considered together. LTV:CAC > 3:1 indicates healthy unit economics.

CAC Payback

CAC Payback (months) = CAC / (ARPA × Gross Margin)

Influenced by:

CAC (higher = longer payback)
ARPA (higher = faster payback)
Gross Margin (higher = faster payback)

Retention Chain

Onboarding Quality
       │
       ▼
Product Adoption ────► Health Score ────► Renewal Probability
       │                    │                     │
       ▼                    ▼                     ▼
  Engagement           NPS/CSAT              NRR / GRR
       │                    │                     │
       └────────────────────┴─────────────────────┘
                            │
                            ▼
                    Revenue Retention

Key relationships:

If This Goes Down	These Follow
Onboarding completion	Product adoption, early churn
Product adoption	Health scores, expansion, NPS
Health scores	Renewal probability, churn
NPS	Churn (lagged 3-6 months)
Support CSAT	NPS, health score

Leading vs Lagging Indicators

Leading Indicators (Early Warning)

These change first, before outcomes:

Note: Lead times are approximate ranges based on typical SaaS patterns. Actual lag varies by business model, sales cycle, and customer segment. Calibrate to your own data.

Metric	What It Predicts	Typical Lead Time
Pipeline coverage	Revenue miss	1-2 quarters
MQL volume	Future pipeline	1-2 months
NPS trend	Churn	3-6 months
Health score decline	Churn	1-3 months
Support ticket spike	NPS decline, churn	1-2 months
Product usage decline	Health decline, churn	2-4 weeks
Onboarding completion	Early churn	1-3 months

Lagging Indicators (Outcomes)

These confirm what happened:

Metric	What It Confirms
Revenue	Overall performance
Churn	Retention failure
Win rate	Sales effectiveness
NRR	Customer value growth

Departmental Impact Map

If Revenue Is Down

Check in this order:

New MRR down? → Sales problem
- Check pipeline, win rate, cycle time
Expansion down? → CS/Product problem
- Check health scores, adoption, CSM coverage
Churn up? → Retention problem
- Check NPS, support metrics, product issues

If Churn Is Up

Investigation path:

Churn Up
   │
   ├── Check NPS trend
   │   └── If declining → deeper customer satisfaction issue
   │
   ├── Check support metrics
   │   └── If tickets up / CSAT down → support or product quality
   │
   ├── Check onboarding metrics
   │   └── If completion down → onboarding process issue
   │
   ├── Check product adoption
   │   └── If declining → product-market fit or engagement
   │
   └── Check by segment/cohort
       └── If concentrated → specific segment issue

If Pipeline Is Light

Investigation path:

Pipeline Light
   │
   ├── Check MQL volume
   │   └── If down → marketing funnel issue
   │       ├── Check lead volume → awareness/traffic
   │       └── Check conversion → content/targeting
   │
   ├── Check SQL conversion
   │   └── If down → lead quality or SDR effectiveness
   │
   ├── Check ACV
   │   └── If down → deal size/pricing issue
   │
   └── Check source mix
       └── If channel shift → channel performance issue

The Full System

┌─────────────────────────────────────────────────────────────────────────────┐
│                              BUSINESS HEALTH                                │
├─────────────────────────────────────────────────────────────────────────────┤
│                                                                             │
│  ACQUIRE          ONBOARD           ADOPT            EXPAND        RETAIN  │
│                                                                             │
│  Traffic          TTFV              DAU/MAU          Expansion     GRR     │
│     │               │                  │             Rate          NRR     │
│     ▼               ▼                  ▼                │          Churn   │
│  Leads ─────► Onboarding ─────► Adoption ─────► Upsell  │            │     │
│     │         Completion        Health Score    Cross-sell           │     │
│     ▼               │                  │                │            │     │
│  MQLs              │                  ▼                ▼            ▼     │
│     │               └────────► NPS ◄───────────────────┴────────────┘     │
│     ▼                           │                                          │
│  SQLs                           │                                          │
│     │                           ▼                                          │
│     ▼               ┌──────────────────────┐                               │
│  Pipeline           │   REVENUE            │                               │
│     │               │   ARR, MRR, Growth   │                               │
│     ▼               └──────────────────────┘                               │
│  Closed Won                     ▲                                          │
│     │                           │                                          │
│     └───────────────────────────┘                                          │
│                                                                             │
└─────────────────────────────────────────────────────────────────────────────┘

Every department’s metrics feed into this system. Understanding the connections is how you diagnose problems and identify opportunities.