Metrics
Stabilize Stage | $1-5M ARR | 10-30 headcount
Main challenge: Making growth repeatable. First hires, handoffs breaking.
Metrics to Measure
Principle: You can start tracking real metrics now. Not everything, but the core pipeline and retention numbers that tell you if the motion is working.
What to Track at Stabilize
| Metric | Why It Matters | Target/Benchmark |
|---|---|---|
| MQL Production | Is marketing generating leads? | Track trend, not absolute number |
| MQL→SQL Conversion | Are leads qualified? | 10% (Series A benchmark) |
| SQL→CW Conversion | Can you close? | 20% (Series A benchmark) |
| Sales Cycle Time | How long does it take? | ~2 quarters (Series A benchmark) |
| First Rep Quota Attainment | Is the motion repeatable? | First rep hitting 80%+ = good sign |
| Gross Retention | Are customers staying? | 85-95% (90%+ is strong) |
| Net Retention | Including expansion? | 100-120% (Series A: 120% for sales-led) |
| Pipeline Coverage | Do you have enough deals? | 3-4x coverage on quota |
Benchmarks from LeanScale Growth Model — Series A Sales-Led: $45K ACV, $600K quota, 2Q sales cycle.
What's New vs. Build Stage
| Metric | Build Stage | Stabilize Stage |
|---|---|---|
| MQL Production | Skip | Track |
| Conversion rates | Basic | By stage |
| Cycle time | Skip | Track |
| Rep productivity | N/A | First rep metrics |
| Gross retention | Skip | Track (you have enough data now) |
| Pipeline coverage | Informal | Formal |
What NOT to Measure Yet
- Net Retention — Not enough expansion data yet
- CAC Payback — Sample sizes still too small
- Magic Number — Premature efficiency metrics
- Segment-specific benchmarks — You don't have enough segment data
Playbook reference: → Growth Model, Executive Reporting Suite