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General

Churn rate

Percentage of customers who cancel in a given period.

Logo churn (customers lost) vs. revenue churn (dollars lost). Net revenue retention above 100% means expansion offsets churn. Sub-2% monthly logo churn is healthy SMB SaaS; under 1% is great.

More in General

Share of voice (SOV)

Your brand's share of conversation versus competitors in a category.

Monthly Recurring Revenue. Predictable subscription revenue per month.

Net Promoter Score. Likelihood to recommend on a 0 to 10 scale.

Customer Satisfaction Score. Single-question satisfaction survey.

Ideal Customer Profile. The exact type of company you serve best.

TAM / SAM / SOM

Total / Serviceable / Obtainable market sizes.

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