RevOps · Visual Summary
The ultimate RevOps KPI dashboard.
Twenty-four metrics across the revenue engine — what each one tracks, why it matters, and the benchmark to hold it against.
Core revenue
01—03
MRR / ARR
Track
Recurring revenue normalised monthly or annually.
Why
The foundation metric — growth trajectory and predictable revenue.
New · expansion · contraction · churn
Revenue growth rate
Track
Month-over-month and year-over-year growth.
Why
Shows momentum and anchors the forecast.
Target 15–30% annual
Revenue run rate
Track
Current monthly revenue extrapolated annually.
Why
Fast trajectory snapshot for planning.
Directional only
Pipeline & conversion
04—06
Pipeline velocity
Track
Time from lead generation to closed-won.
Why
Faster velocity means quicker revenue and better cash flow.
(Opps × ADS × win rate) ÷ cycle
Lead-to-customer rate
Track
Share of leads that become paying customers.
Why
The single cleanest read on funnel efficiency.
B2B benchmark 2–5%
Stage conversion rates
Track
Conversion between each funnel stage.
Why
Locates the bottleneck instead of guessing at it.
Lead → MQL → SQL → Opp → Won
Acquisition & retention
07—11
Customer acquisition cost
Track
Total cost to acquire one new customer.
Why
Unit economics start here.
(S&M spend) ÷ new customers
Customer lifetime value
Track
Total revenue expected across the relationship.
Why
Sets the ceiling on what acquisition can cost.
CLV:CAC ≥ 3:1
Net revenue retention
Track
Retention including expansion and contraction.
Why
Can you grow without new logos?
Best-in-class > 110%
Gross revenue retention
Track
Retention excluding expansion revenue.
Why
Pure signal on satisfaction and product-market fit.
Healthy > 90%
Customer churn rate
Track
Customers lost in the period.
Why
Churn quietly cancels out growth.
Monthly target < 5%
Sales performance
12—15
Win rate
Track
Qualified opportunities that close won.
Why
Sales effectiveness and competitive position.
B2B average 15–25%
Average deal size
Track
Mean value of closed-won deals.
Why
Bigger deals buy efficiency and margin.
Watch the trend, not the number
Sales cycle length
Track
Opportunity creation to close.
Why
Shorter cycles improve cash flow and capacity.
Cut 10–15% a year
Quota attainment
Track
Share of reps hitting target.
Why
Tells you whether the targets are real.
Healthy 60–80% of reps
Marketing performance
16—18
Marketing qualified leads
Track
Leads meeting the qualification bar.
Why
Top-of-funnel performance.
Report MQL→customer, not volume
Cost per lead
Track
Average cost to generate a qualified lead.
Why
Where the next pound should go.
Split by channel
Marketing attribution revenue
Track
Revenue attributed to marketing activity.
Why
Marketing's claim on the number.
First · last · multi-touch
Operational efficiency
19—21
Sales productivity
Track
Revenue per rep per period.
Why
Tells you whether hiring will scale.
Revenue ÷ reps
Lead response time
Track
Lead created to first sales contact.
Why
Speed moves conversion more than almost anything.
Hot leads < 5 minutes
Opportunity age
Track
Time opportunities sit in each stage.
Why
Surfaces stalled deals and broken process.
Flag over-duration stages
Financial health
22—24
Cash flow from operations
Track
Cash generated by the core business.
Why
True health, beyond accounting metrics.
Should track revenue growth
Gross margin
Track
Revenue minus COGS, as a percentage.
Why
Pricing power and operational efficiency.
SaaS target > 75%
Burn rate
Track
Monthly cash consumption.
Why
Runway and investment decisions rest on it.
Watch burn ÷ net new ARR
Make it a dashboard, not a data dump
Executive view · monthly
- High-level revenue metrics only
- Trend and forecast, not snapshots
- Call out exceptions and insight
- Hold it to 6–8 primary metrics
Operational view · weekly
- Granular metrics with drill-down
- Real-time or near-real-time data
- Organised by function: sales, marketing, CS
Design principles
- Hierarchy — most important, most prominent
- Context — targets, benchmarks, history
- Actionability — every metric drives a decision
- Freshness — always show data recency
Pitfalls to avoid
- Metric overload dilutes focus
- Vanity metrics nobody acts on
- Inconsistent definitions across teams
- Numbers with no benchmark or trend
Build it in three phases
Months 1–2 · Foundation
- Core revenue tracking (MRR/ARR)
- Basic pipeline metrics
- Data governance
Months 3–4 · Expansion
- CAC, CLV, churn
- Marketing attribution
- Automated reporting
Months 5–6 · Optimisation
- Predictive analytics
- Cohort analysis
- Advanced segmentation
The ultimate RevOps KPI dashboardmikejeffs.com
