Net Promoter Score (NPS®) is a measure of a customer base's willingness to promote a product or service to colleagues and friends. It is based on the results of a current customer survey, which asks respondents to answer the following question: “how likely is it that you would recommend (brand or product X) to a friend or colleague?” Responses, with 10 being the highest, are grouped as follows: 10s and 9s are brand ‘Promoters’, 8s and 7s are ‘Neutrals’, and any responses below 7 are brand ‘Detractors’.

Open Opportunities (Weighted Revenue) is calculated by multiplying the expected revenue of a product or service by its estimated close rate to determine potential revenue. Open Weighted Revenue is a metric that helps businesses to determine the financial value of potential opportunities. It looks at opportunities from both a qualitative and quantitative perspective, taking into account the customer's readiness to buy, market demand, and external factors that may progress or delay the ability to close the deal.

Propensity to Renew is a measure of the likelihood a customer will renew their contract instead of terminating their engagement with a company, most often provided by the customer as part of a survey. It is an indicator of revenue risk and potential logo churn.

R&D Productivity is a performance measure of how much new revenue is associated with dollars invested into R&D within a technology company.

The Research and Development to Revenue Ratio measures the percentage of total revenue that a company invests in innovation, product development, and technological advancement activities. This metric encompasses all costs associated with creating new products, enhancing existing offerings, conducting research initiatives, and maintaining technological competitive advantages. For finance leaders, this ratio represents a critical investment decision that balances current profitability with future growth potential, while for HR leaders, it reflects talent acquisition and retention strategies in technical disciplines that command premium compensation. The ratio serves as a strategic indicator of a company's commitment to innovation and long-term market viability. Unlike sales and marketing investments that typically generate near-term revenue returns, R&D investments often require longer payback periods but are essential for sustaining competitive differentiation and market position. For CTOs and VPs of Product/Engineering, this metric provides the financial framework within which they must deliver innovation outcomes, making it a crucial tool for resource allocation, team planning, and technology roadmap prioritisation.

Subscriber Growth Rate measures the percentage growth of an application’s account base in a given time period compared to the previous time period. The time period can be a week, a month, a quarter, or a year.

Time to Value (TTV) measures the duration between when a user selects your product and the moment they initially realize the value of your product. Value usually means that the setup process is completed and the first usage of the product is successful.

Trial Conversion Rate measures the percentage of users that have converted to a paid account from a trial period. Commonly referred to as Free Trial to Paid Conversion Rate, this metric indicates product value by measuring the number of users that find enough value in the product to pay for it. Trial Conversion Rates vary based on the type of trial you use. In SaaS, the standard practice is to either have a freemium product or a free trial period that usually spans a couple weeks.

Trials is a count of the number of trial accounts started during a given period of time. The Trials metric helps a business gauge interest in their product and make sales predictions.

A True Trial is defined as a user who starts a trial and comes back a second time within the first 7 days. The True Trials metric is meaningful for any software company that offers prospects a trial before they choose to buy. Prospects who sign in twice within the first 7 day period are more likely to become paying customers. Tracking True Trials enables you to assess lead quality, product engagement, and probability of a win much earlier than only looking at Win Rate.

Weekly Active Accounts measures the number of unique accounts with at least one user who has interacted with an application or platform in a week. An active account may include one or more users, who may each have varying degrees of activity.

Weekly Active Users are the number of unique users of an application or platform that have interacted with it in a week. This metric is used to track weekly user engagement. Weekly Active Users includes both new users and existing users who have interacted with the application.