Metrics
Platform Stage | $40M+ ARR | 200+ headcount
Main challenge: Running a durable company. Org drag, governance.
Metrics to Measure
Stage-appropriate approach: Metrics at Platform stage are public-company-ready, Rule of 40-focused, and cascade from board-level to team-level with clear accountability.
Executive Metrics (Board Level)
| Metric | Definition | Target Range |
|---|---|---|
| ARR | Annual Recurring Revenue | Growth rate varies by stage |
| ARR Growth Rate | YoY ARR change | 20-40%+ for platform stage |
| Rule of 40 | ARR Growth % + FCF Margin % | >40% combined |
| NRR | Net Revenue Retention | 110-130%+ |
| GRR | Gross Revenue Retention | 90-95%+ |
| LTV:CAC | Lifetime Value : Customer Acquisition Cost | >3:1 |
| CAC Payback | Months to recover CAC | Under 18 months |
| Magic Number | Revenue growth / Sales & Marketing spend | >0.75 |
Sales Metrics
| Metric | Definition | Target Range |
|---|---|---|
| Quota Attainment | % of reps at 100%+ | 60-70% |
| Pipeline Coverage | Pipeline : Quota | 3-4x |
| Win Rate | Closed-Won / (Closed-Won + Closed-Lost) | 20-30% (varies by segment) |
| Average Deal Size | Closed-Won ACV / # of deals | Segment-specific |
| Sales Cycle Length | Days from opportunity creation to close | Segment-specific |
| Forecast Accuracy | Commit vs Closed-Won | 85-95% |
Marketing Metrics
| Metric | Definition | Target Range |
|---|---|---|
| Marketing-Sourced Pipeline | Pipeline from marketing-generated leads | 40-60% |
| Marketing-Influenced Pipeline | Pipeline touched by marketing | 80%+ |
| CPL (Cost per Lead) | Marketing spend / # of leads | Channel-specific |
| CAC by Channel | CAC broken down by acquisition channel | Varies |
| Pipeline Velocity | Pipeline x Win Rate x ACV / Cycle | Increasing over time |
Customer Success Metrics
| Metric | Definition | Target Range |
|---|---|---|
| GRR | Revenue retained from existing customers | 90-95%+ |
| NRR | Revenue retained + expansion | 110-130%+ |
| Churn Rate | % of customers lost | Under 10% annual |
| Time to Value | Days from closed-won to first value | Segment-specific |
| NPS | Net Promoter Score | 40-60+ |
| Health Score Distribution | % Green / Yellow / Red | 70% Green target |
Operational Metrics
| Metric | Definition | Target Range |
|---|---|---|
| Data Quality Score | CRM completeness, accuracy | 90%+ |
| System Adoption | % of users actively using core tools | 85%+ |
| Process Compliance | % of deals following defined stages | 90%+ |
| Ramp Time | Months to full productivity for new hires | Segment-specific |
What NOT to do at this stage:
- Metric sprawl — too many metrics dilute focus; prioritize the vital few
- Vanity metrics — metrics that look good but don't drive decisions are waste
- Metric gaming — if metrics are gamed, change the metric or the incentive
Playbook Reference: See Marketing Metrics and Reporting, Sales Metrics and Reporting, Pipeline Metrics and Reporting, Forecasting and Pipeline Management