Efficiency
Efficiency Metrics
A ratio that measures conversion of inputs to outputs. You benchmark this against peers.
Test: "Is this a ratio where both numerator and denominator matter independently?"
68 metrics across 13 departments.
Core (7)
Net Revenue Retention (NRR)
The percentage of revenue retained from existing customers over a period, including expansion, contraction, and churn. Also known as Net Dollar Retention (NDR).
Primary: Outcome
CAC (Customer Acquisition Cost)
The total cost to acquire a new customer.
LTV (Customer Lifetime Value)
The total revenue (or profit) expected from a customer over their lifetime. Also known as CLV (Customer Lifetime Value) or CLTV.
LTV:CAC Ratio
The ratio of customer lifetime value to acquisition cost. Measures the return on investment from sales and marketing spend.
CAC Payback Period
The number of months required to recover the cost of acquiring a customer. Also called "Months to Recover CAC" or "Time to Recover CAC."
Gross Margin
Revenue minus cost of goods sold (COGS), as a percentage of revenue. Measures profitability after direct delivery costs.
Primary: Outcome
Rule of 40
A heuristic that balances growth and profitability. A healthy SaaS company's growth rate plus profit margin should equal 40% or more.
Primary: Outcome
Customer Success (4)
Engineering (2)
Finance (12)
Revenue per Employee
Total revenue divided by headcount.
Primary: Outcome
Gross Margin
Primary: Outcome
Rule of 40
Primary: Outcome
CAC Payback Period
LTV:CAC Ratio
Magic Number
Sales efficiency metric measuring revenue generated per dollar of sales and marketing spend.
Burn Multiple
Net burn divided by net new ARR. Popularized by David Sacks.
Opex Ratio
Operating expenses as a percentage of revenue.
S&M as % of Revenue
Sales and marketing spend as percentage of revenue.
R&D as % of Revenue
Research and development spend as percentage of revenue.
G&A as % of Revenue
General and administrative spend as percentage of revenue.
Collection Rate
Percentage of invoiced amounts collected.
Marketing (10)
Visitor-to-Lead Rate
Percentage of website visitors who become leads.
Lead-to-MQL Rate
Percentage of leads that become MQLs.
MQL-to-SQL Rate
Percentage of MQLs accepted by sales as qualified.
SQL-to-Opportunity Rate
Percentage of SQLs that become pipeline opportunities.
Customer Acquisition Cost (CAC)
Marketing CAC
Marketing-only portion of acquisition cost.
CAC by Channel
Customer acquisition cost broken down by marketing channel.
Cost per Lead (CPL)
Cost to acquire a lead.
Cost per MQL
Cost to acquire a marketing qualified lead.
Paid Media Efficiency (ROAS)
Return on ad spend.
Onboarding (2)
Partnerships (8)
Partner Activation Rate
Percentage of recruited partners who become productive.
Deal Registration-to-Close Rate
Percentage of registered deals that close.
Partner Win Rate
Win rate on partner-involved opportunities.
Partner Margin / Commission
Compensation paid to partners.
Cost of Partner Acquisition
Cost to recruit and onboard a new partner.
Partner Lifetime Value
Expected revenue from a partner over their lifetime.
Partner ROI
Return on investment in partner program.
Marketplace as % of Revenue
Marketplace contribution to total revenue.
People (3)
Professional Services (8)
Services as % of Total Revenue
Professional services contribution to total revenue.
Services Attach Rate
Percentage of product deals that include services.
Project Margin
Gross margin on individual projects.
Realization Rate
Actual revenue realized vs potential revenue at standard rates.
Billable Utilization
Percentage of available time spent on billable work.
Capacity Utilization
Billable hours sold vs available.
Revenue per Consultant
Services revenue per delivery resource.
Services Win Rate
Percentage of services opportunities won.
RevOps (4)
Sales (4)
Win Rate
The percentage of qualified opportunities that close as won.
Lead-to-Opportunity Rate
The percentage of leads that become qualified opportunities.
Opportunity-to-Close Rate
The percentage of qualified opportunities that close as won. Also called Close Rate.
Revenue per Rep
Total revenue generated divided by number of quota-carrying reps.
GASP Standard v1 · Last updated