We track a wide range of metrics on our corporate dashboard. Many definitions are self evident but some are not.
Recurring revenue recognized in current month multiplied by 12. (Source data from Zuora)
IACV per won deal
All bookings in period (including multiyear); bookings is equal to billings with standard payment terms. (Source data from Salesforce reconciled to Zuora)
Current Period subscription bookings which will result in revenue over next 12 months. (Source data from Salesforce reconciled to Zuora)
Value of new bookings from new and existing customers that will result in revenue of next 12 months. Also equals ACV less renewals. (Source data from Salesforce reconciled to Zuora)
Current period revenue from customers present 12 months prior divided by revenue from 12 months prior. (Source data from excel; Zuora expected 2017-07-01)
Remaining cohorts from Actual Subscription customers active as of 12 months ago multiplied by revenue from 12 months ago divided by actual Subscription customers as of date 12 months prior multiplied by revenue from 12 months ago. (Source data from excel; Zuora expected 2017-07-01)
Total Sales & Marketing Expense/Number of New Customers Acquired (Source Zuora and Salesforce)
Current Month [Metric] /# of Reps on board for at least 90 days prior to start of period. (Source data bamboo HR)
IACV for trailing three months/Sales & Marketing Spend over trailing six months. (Source data Salesforce/Zuora and Netsuite)
Marketing Qualified Lead (Source data Salesforce)
Sales Qualified Lead (Source data Salesforce)
Marketing expense divided by # MQLs (Source data Salesforce and Netsuite)
IACV / sales (and marketing) spend
IACV / marketing spend
Customer Lifetime Value = Average Revenue per Year x Gross Margin% x 1/(1-K) + GxK/(1-K)^2; K = (1-Net Churn) x (1-Discount Rate). GitLab assumes a 10% cost of capital based on current cash usage and borrowing costs.
TCV less Total Operating Expenses. This metric tracks cash net cash consumed excluding changes in working capital.
Purpose: We review all key operating metrics that either i) appear in the Corporate metrics sheet or ii) are included in the our Operating Model. The goal for the monthly meeting is to understand month to month variances as well as variances against the plan, forecast and operating model.
Timing: Meetings are monthly starting on the 10th day after month end.
Invitees: Mandatory attendees are the owner of the metric and eteam functional representative and the CFO. Optional attendees are the rest of the e-team and anyone who has an interest in the metric.
Process: The owner of the metric(s) drives the meeting and is responsible for updating the doc with necessary data, links, MRs, etc. Calendar invites should be editable by invitees. Use the CFO Zoom number.