RevOps Metrics Reference

What It Measures

The total number of marketing campaigns executed across all channels in a given time period. Campaigns include email series, paid ad campaigns, content programs, events, webinars, and ABM plays.

Journey Context

This is the first activity metric in the Möbius—it measures the volume of work being done to create awareness. Higher campaign volume doesn't guarantee better results, but insufficient activity limits reach and pipeline generation. Campaigns flow into Lead Volume, then through qualification into the Engage arc.

Formula

Early-stage

5-10 campaigns/quarter | Growth-stage: 15-25 campaigns/quarter | Enterprise: 30+ campaigns/quarter

What It Measures

The total number of new leads generated from all marketing sources. A lead is defined as a contact with sufficient information (name, email, company) to qualify for sales follow-up.

Journey Context

Lead Volume is the output of campaign activity. It's the first quantitative measure of whether your attract-arc efforts are working. These leads flow through qualification (MQL) and routing before entering the Engage arc as sales-accepted opportunities. Without sufficient lead volume, the entire Möbius starves.

Formula

Track by channel (organic, paid, event, referral), campaign, and lead source to understand which activities drive volume most effectively.

What It Measures

Total unique visitors to your website or web properties in a given period, segmented by new vs. returning visitors.

Journey Context

Website traffic represents the top of your digital funnel. Visitors progress to leads through form fills, then to MQLs through engagement and scoring. Traffic volume and quality determine the size of your addressable audience entering the Möbius.

Formula

What It Measures

The elapsed time from when a lead is created or qualified (MQL) to when sales makes first contact (call, email, meeting).

Journey Context

This is the critical handoff point between Attract and Engage. Research shows leads contacted within 5 minutes are 100x more likely to convert than those contacted after 30 minutes. Fast response time signals to prospects that your team is attentive and ready to help, directly impacting conversion rates into the Engage arc.

Formula

World-class

<5 minutes | Good: <1 hour | Acceptable: <24 hours | Poor: >24 hours

What It Measures

The percentage of raw leads that meet marketing qualification criteria (MQL) based on demographic fit and behavioral engagement.

Journey Context

Not all leads are created equal. MQL qualification is the filter that determines which leads deserve immediate sales attention. This metric directly impacts sales efficiency—too loose and sales wastes time on bad leads; too strict and you miss opportunities. MQLs flow into the Engage arc as sales-accepted leads (SALs).

Formula

B2B SaaS

10-25% | Enterprise: 5-15% | SMB: 15-30%

What It Measures

The quality and effectiveness of your lead generation by measuring what percentage of leads meet qualification criteria.

Journey Context

This metric reveals whether your campaigns are attracting the right audience. Low conversion indicates targeting problems or poor lead sources. High conversion suggests strong campaign-market fit. This directly determines pipeline velocity—better lead quality means faster movement through the Möbius.

Formula

What It Measures

The return on investment for marketing campaigns, comparing revenue generated to campaign costs.

Journey Context

Campaign ROI connects attract-arc activity all the way through to financial outcomes. It requires attribution tracking across the entire customer journey—from first touch through closed revenue. This metric drives budget allocation decisions and determines which campaigns to scale vs. cut.

Formula

What It Measures

The total cost to acquire a new customer, including all marketing and sales expenses divided by number of customers acquired.

Journey Context

CAC spans both Attract and Engage arcs, measuring the full cost of moving a prospect through the Möbius to become a customer. It's compared against LTV (from Retain arc) to determine unit economics viability. CAC payback period determines how long until you break even on a customer.

Formula

Healthy Ratios

LTV:CAC should be 3:1 or higher | Payback period should be <12 months

What It Measures

The average cost to generate one lead, segmented by channel and campaign.

Journey Context

CPL is the first financial efficiency metric in the Möbius. It helps optimize channel mix by comparing cost-effectiveness. However, CPL alone is misleading—cheap leads that don't convert are worthless. Must be analyzed alongside lead quality and conversion rates downstream.

Formula

What It Measures

The ratio of pipeline value to revenue target, indicating whether you have sufficient pipeline to hit goals.

Journey Context

Pipeline coverage is the strategic health check for the Attract arc. Insufficient coverage (below 3x) signals that attract-arc activities aren't generating enough opportunities to hit targets, even with perfect execution in Engage. This forces decisions about increasing marketing investment, improving conversion rates, or adjusting targets.

Formula

Maintain 3-4x coverage (meaning $3-4 in pipeline for every $1 of target)

What It Measures

The total number of sales activities (calls, emails, meetings, demos) per rep per day/week.

Journey Context

Activity volume is the input that drives output in the Engage arc. Insufficient activity means opportunities stall and deals don't close. However, activity alone doesn't guarantee success—quality matters. Track activity alongside conversion rates to understand effectiveness, not just effort.

Formula

SDR

80-100 activities/day | AE: 40-60 activities/day | Enterprise AE: 20-30 activities/day

What It Measures

Number of discovery calls, demos, and meetings conducted with prospects.

Journey Context

Meetings are the critical moment where prospects engage directly with your team. First meetings (discovery) qualify opportunities and move them from Attract handoff into active Engage pipeline. Demo meetings showcase value and progress deals toward close. Decision meetings finalize commitment and transition into Deliver arc.

Formula

What It Measures

Average number of days from opportunity created to closed-won (or closed-lost).

Journey Context

Sales cycle length determines how fast revenue flows through the Engage arc. Longer cycles mean more working capital required and slower feedback loops. Shortening cycle length improves cash flow and allows faster iteration. Track by segment and deal size—enterprise deals naturally take longer than SMB.

Formula

SMB

30-60 days | Mid-Market: 60-90 days | Enterprise: 120-180+ days

What It Measures

The rate at which revenue flows through your pipeline, combining opportunity volume, deal size, win rate, and cycle length.

Journey Context

Deal velocity is the most comprehensive process metric in the Engage arc—it captures both quantity and quality of execution. Improving deal velocity drives revenue growth without requiring more pipeline. It's optimized by increasing any of its four components: more opps, bigger deals, higher win rate, or faster cycles.

Formula

What It Measures

Percentage of qualified opportunities that result in closed-won deals.

Journey Context

Win rate is the ultimate performance metric for the Engage arc—it determines how efficiently you convert pipeline into revenue. Low win rates indicate poor qualification, weak value prop, or strong competition. Improving win rate has multiplier effects: same pipeline generates more revenue, and team confidence grows. Analyze win/loss reasons to identify improvement areas.

Formula

SMB

20-30% | Mid-Market: 25-35% | Enterprise: 30-40%

What It Measures

How closely actual closed revenue matches forecasted revenue for a given period.

Journey Context

Forecast accuracy measures the predictability of your Engage arc. Accurate forecasts enable better resource planning, financial guidance, and strategic decisions. Poor accuracy indicates inconsistent process, optimistic reps, or changing market conditions. Track accuracy by forecast category (commit, best case, pipeline) to understand confidence levels.

Formula

World-class teams achieve 90-95% forecast accuracy within ±10% variance

What It Measures

Annual Recurring Revenue (ARR) or Monthly Recurring Revenue (MRR) from new customer acquisitions.

Journey Context

New ARR is the primary financial output of the Engage arc for subscription businesses. It flows into the Deliver arc as contracted revenue that must be recognized over time. New ARR growth rate determines company valuation and funding potential. Must be tracked alongside churn (Retain arc) to calculate Net New ARR.

Formula

What It Measures

The average annual contract value across all closed-won deals.

Journey Context

ACV determines which sales motions are economically viable. Low ACV requires high-velocity, low-touch sales; high ACV supports enterprise sales with long cycles. Increasing ACV through better packaging, upselling, or targeting larger customers improves unit economics and sales efficiency. Track ACV trends over time to ensure sustainable growth.

Formula

What It Measures

Composite score measuring pipeline quality based on age, activity, stage progression, and engagement signals.

Journey Context

Pipeline health predicts future revenue performance. Healthy pipeline has fresh opportunities, consistent activity, appropriate stage distribution, and strong engagement. Poor health (stale deals, low activity, stage regression) signals execution problems before they impact closed revenue. Use health scores to prioritize rep coaching and deal interventions.

Formula

What It Measures

Percentage of customers who complete all required onboarding steps and milestones.

Journey Context

Onboarding is the critical handoff from Engage to Deliver. Customers who complete onboarding are significantly more likely to adopt the product, realize value, and renew. Low completion rates signal friction in the onboarding process or poor customer readiness. This metric directly predicts success in the Retain arc.

Formula

World-class

80-90% | Good: 65-80% | Needs improvement: <65%

What It Measures

Total number of customer support tickets resolved in a given period.

Journey Context

Support ticket volume and resolution indicate customer health during delivery and retention. High ticket volume with low resolution suggests product issues or inadequate support capacity. Track tickets alongside resolution time and customer satisfaction to understand service quality. Unresolved issues impact retention in the next arc.

Formula

What It Measures

Average number of days from contract signature to when customer realizes first meaningful value (defined by product usage milestone).

Journey Context

TTV is the most critical process metric in the Deliver arc. Faster TTV improves customer satisfaction, reduces early churn risk, and accelerates expansion opportunities. It's the bridge between Engage promises and Retain reality. Companies with fast TTV see higher NRR and lower CAC payback periods.

Formula

Self-serve

1-7 days | SMB: 14-30 days | Mid-market: 30-60 days | Enterprise: 60-90 days

What It Measures

Average time from when a customer submits a support ticket to when a support agent first responds.

Journey Context

Response time directly impacts customer perception of service quality. Slow responses create frustration and signal that the company doesn't prioritize customer success. This metric must be balanced with resolution quality—fast but unhelpful responses are worse than slower, thorough support.

Formula

SLA Targets

Critical: <1 hour | High: <4 hours | Medium: <24 hours | Low: <48 hours

What It Measures

Percentage of customers actively using core product features on a regular basis (typically weekly or monthly active usage).

Journey Context

Adoption is the performance outcome of successful delivery. Customers who don't adopt the product won't renew, no matter how good the product is. High adoption predicts high retention and expansion. Low adoption signals delivery failures that must be addressed before renewal conversations in the Retain arc.

Formula

World-class

70-80% | Good: 50-70% | At-risk: <50%

What It Measures

Customer satisfaction rating typically measured on a 1-5 scale after specific interactions (support, onboarding, training).

Journey Context

CSAT provides immediate feedback on delivery quality at key touchpoints. Unlike NPS (Retain arc), which measures overall relationship health, CSAT measures satisfaction with specific experiences. Low CSAT scores indicate execution problems that, if unaddressed, will impact retention and referrals.

Formula

Target

80%+ satisfaction | Investigate: Any interaction with <70% satisfaction

What It Measures

Revenue minus cost of goods sold (COGS), expressed as a percentage. For services/SaaS, COGS includes hosting, support, and professional services costs.

Journey Context

Gross margin measures delivery efficiency. High-margin businesses can afford higher CAC and have more resources for R&D and sales. Low margins indicate expensive delivery that limits scalability. Services businesses typically have lower margins (30-50%) than SaaS (70-90%). Improving margin enables growth investment.

Formula

SaaS

70-90% | Professional Services: 30-50% | Hybrid: 50-70%

What It Measures

Revenue from implementation, training, and consulting services separate from recurring subscription revenue.

Journey Context

Services revenue supports complex implementations but can mask product usability issues. High services attachment rates (services revenue / ARR) indicate customers need help adopting the product. Over time, productization and self-service should reduce services dependency. Balance: services drive adoption but limit scalability.

Formula

What It Measures

Composite score combining product usage, engagement frequency, support ticket trends, and sentiment signals to predict customer success likelihood.

Journey Context

Health scoring is the strategic early warning system for the entire Möbius. Declining health during Deliver predicts churn in Retain. Health scores drive intervention priorities—which customers need attention now to prevent future issues. This metric connects delivery execution to retention outcomes.

Formula

Use 3-tier system

Green (healthy), Yellow (at-risk), Red (critical) with automated alerts for status changes

What It Measures

Number of quarterly business reviews conducted with customers, segmented by customer tier or ARR band.

Journey Context

QBRs are the structured engagement touchpoint that maintains executive relationships and identifies expansion opportunities. Consistent QBRs correlate with higher retention and expansion rates. Missing QBRs signals customer disengagement and increases churn risk. QBRs should result in action plans that feed back into the Deliver arc.

Formula

Enterprise

Quarterly | Mid-market: Semi-annual | SMB: Annual or usage-based triggers

What It Measures

Number of meetings specifically focused on upsell, cross-sell, or expansion conversations with existing customers.

Journey Context

Expansion meetings represent the Möbius loop—where Retain flows back into Engage for existing customers. These meetings convert retention into growth. They're triggered by usage patterns, health scores, or lifecycle milestones. High expansion meeting volume indicates a land-and-expand strategy is actively being executed.

Formula

What It Measures

Average time from renewal outreach initiation to contract signed and revenue recognized.

Journey Context

Fast renewal cycles indicate strong customer satisfaction and streamlined processes. Slow renewals suggest negotiation friction, internal customer delays, or value concerns. Late renewals create revenue recognition gaps and forecasting uncertainty. Best practice: start renewal conversations 90 days before expiration.

Formula

Excellent

14-30 days | Good: 30-60 days | Needs improvement: 60+ days

What It Measures

Average time from initial customer acquisition to first expansion purchase (upsell, cross-sell, or seat expansion).

Journey Context

Time to expansion measures how quickly you can grow accounts after landing them. Faster expansion improves LTV and validates product-market fit. This metric spans from Engage (initial sale) through Deliver (adoption) to Retain (expansion). It reveals the health of your land-and-expand motion.

Formula

What It Measures

Percentage of customers up for renewal who choose to continue their contract (logo-based, not revenue-based).

Journey Context

Renewal rate is the fundamental performance metric for the Retain arc. It measures whether customers find enough value to continue. Poor renewal rates indicate failures in Deliver (adoption issues) or product-market fit problems. High renewal rates enable compound growth and improve unit economics. Track cohort-based renewal curves over time.

Formula

World-class

90-95% | Good: 80-90% | At-risk: <80%

What It Measures

Customer likelihood to recommend your product/service to others, measured on a 0-10 scale and calculated as % Promoters (9-10) minus % Detractors (0-6).

Journey Context

NPS measures relationship health and predicts future retention and referrals. Unlike CSAT (which measures specific interactions), NPS captures overall sentiment. Promoters drive word-of-mouth growth, feeding back into the Attract arc. Detractors signal churn risk and should trigger intervention workflows. Track NPS by segment and cohort.

Formula

Score Interpretation

World-class: 50+ | Good: 30-50 | Average: 0-30 | Poor: Negative score

What It Measures

Percentage of existing customers who increased their spending through upsells, cross-sells, or usage growth.

Journey Context

Expansion rate reveals whether you're successfully growing accounts after acquisition. It's the positive side of the retention equation—customers voting with their wallets to buy more. High expansion rates enable NRR above 100% and demonstrate strong product-market fit. Expansion is where Retain loops back into Engage for existing customers.

Formula

Strong expansion

30-40% of customers expand annually | Good: 20-30% | Needs work: <20%

What It Measures

Revenue retention from a cohort of customers over time, including expansion revenue minus churn and downgrades.

Journey Context

NRR is the most important financial metric in the Retain arc and one of the most critical in the entire Möbius. NRR above 100% means you're growing revenue from existing customers faster than you're losing it to churn—enabling growth without new acquisition. Public SaaS companies trade at premiums with NRR above 120%. NRR reflects the cumulative success of Deliver and Retain arcs.

Formula

Benchmark Targets

World-class: 120%+ | Strong: 110-120% | Good: 100-110% | Needs improvement: <100%

What It Measures

Total revenue expected from a customer over their entire relationship with your company.

Journey Context

LTV is the ultimate outcome metric that spans the entire Möbius. It determines how much you can afford to spend on acquisition (CAC from Attract arc) while remaining profitable. LTV is maximized by increasing retention, driving expansion, and reducing churn. The LTV:CAC ratio is the fundamental unit economics equation that determines business viability.

Formula

Healthy Ratios

Target: LTV:CAC ratio of 3:1 or higher (meaning LTV is 3x customer acquisition cost)

What It Measures

Annual recurring revenue lost due to customer cancellations or contract non-renewals.

Journey Context

Churn ARR quantifies revenue leakage from the Retain arc. Every dollar churned requires new acquisition to replace it, creating a "leaky bucket" that limits growth. Analyze churn by reason (product, price, competition, business closure) to understand root causes. Churn patterns reveal which customer segments or use cases aren't working.

Formula

Monthly Churn Rate

Monthly Churn % = (Churn ARR in month / Starting ARR) × 100 | Target: <2% monthly for SaaS

What It Measures

Average duration a customer remains active, typically measured in months or years.

Journey Context

Customer lifetime determines total revenue potential and directly impacts LTV calculations. Longer lifetimes allow more expansion opportunities and improve payback on acquisition costs. Track lifetime by cohort to identify if newer customers are staying longer (improving product-market fit) or churning faster (deteriorating fit or service quality).

Formula

What It Measures

Percentage of new customers acquired through referrals from existing customers.

Journey Context

Referrals complete the Möbius loop—satisfied customers in Retain become advocates who drive new awareness in Attract. Referred customers typically have higher LTV, lower CAC, and faster sales cycles because they come pre-qualified. High referral rates validate product-market fit and reduce dependence on paid acquisition. This is the ultimate sign of a healthy Möbius.

Formula

Strong word-of-mouth

20-30% | Good: 10-20% | Typical: 5-10%