Leading
Leading Metrics
A signal that predicts an outcome before it materializes. Changing this today changes an outcome next quarter.
Test: "If this drops, what outcome will suffer — and is there a time lag?"
36 metrics across 12 departments.
Customer Success (3)
Marketing (6)
Lead Velocity Rate (LVR)
Month-over-month growth in qualified leads. Considered by many to be the most important leading indicator in SaaS.
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 (6)
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.
Feature Adoption Rate
Percentage of users/accounts using a specific feature.
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.