Metrics Briefing

Metrics analysis through CEO Bible Section G — 9 categories. An analytics tool covers some; the rest come from conversations, CRM, and the founder's observations.

Principles (Bible G)

1. All metrics by target wedge. Segment first, aggregate second.
2. Behavior > opinions. Usage, money, time spent > compliments.
3. Pre-PMF metrics answer 5 questions:
   • Are we talking to the right people?
   • Do they share the same painful problem?
   • Do they get value quickly?
   • Do they come back?
   • Can we win them again without heroics?
4. MRR, CAC, LTV are guardrails, not the steering wheel. Until there is repeatability.

9 CEO Metrics Categories

1. Market Learning (MANUAL — ask the founder)

Metric	Definition	Source
Qualified conversations/week	20+ min conversations with target roles; explored problem, trigger, workaround, buyer, urgency	Manual — track directly, target 8-12/week
Repeated pain rate	Same problem + trigger + workaround recur / total qualified conversations	Manual — from conversation notes
Objection concentration	Losses/stalls by top 3 reasons / all losses	Manual — from CRM/notes

If conversations < 8/week -> flag hard. This is the main leading indicator.

2. Product Value (Analytics tool: partial)

Metric	Definition	Source
Median TTFV	Time from signup to first meaningful success	Analytics — time between signup and first meaningful interaction event
Activation rate	Target accounts hitting critical event sequence within X days	Analytics — accounts reaching "meaningful result" milestone / total signups
Outcome attainment	Activated accounts achieving promised business result	Analytics — meaningful result → return usage conversion rate

3. Usage / Engagement (Analytics tool: yes)

Metric	Definition	Source
Retained active target accounts (week 4/8)	Accounts still performing core workflow	Analytics — accounts reaching "weekly active user" milestone
Workflow depth	Core workflow at target frequency, multiple use cases	Analytics — core action frequency, feature breadth per account
Second-bite rate	Users repeating core action within X days	Analytics — meaningful result → return usage conversion rate

4. Sales / Pipeline (MANUAL — CRM/conversations)

Metric	Definition	Source
ICP pipeline created	New opportunities from target wedge per week	Manual — CRM
Meeting -> opportunity	New opps / qualified first meetings	Manual — CRM
Opportunity -> win rate	Closed-won / closed in target wedge	Manual — CRM
Median sales cycle	Days from first meeting to signature	Manual — CRM

5. Retention / Expansion (Analytics tool: partial)

Metric	Definition	Source
Healthy account rate	Paid accounts with green usage + outcome + active champion	Analytics — accounts at regular/power usage stage, grouped by company
Expansion pull rate	Healthy accounts requesting more seats/team rollout	Analytics — accounts transitioning into team/multi-user stages
Gross logo retention	Paying logos retained once cohorts mature	Partial analytics — inferred from sustained usage stages; verify manually

6. B2C -> B2B Conversion (Analytics tool: yes — key category)

Metric	Definition	Source
Target-signup rate	Signups from target roles/domains / total signups	Analytics — filter signups by verified identity + connected integrations
Activated -> PQL rate	Activated users hitting enterprise triggers	Analytics — power users reaching multi-team or advanced usage signals, grouped by company
PQL -> sales conversation	PQLs that book real sales call	Partial analytics + manual CRM tracking
Same-company emergence	Active companies with >1 user or team invite	Analytics — companies with multiple active users or team invitation events

7. Team Execution (MANUAL)

Metric	Definition	Source
Experiment cycle time	Days from hypothesis to readout	Manual — from hypothesis tracker
Hypothesis-linked roadmap %	Work tied to hypothesis / total work	Manual — from backlog
Belief-change rate	Experiments ending in keep/kill/reframe / total	Manual — from weekly reviews

8. Unit Economics (MANUAL)

Metric	Definition	Source
Net burn / runway	Monthly cash burn; cash / burn	Manual — finance
Core workflow contribution margin	(Revenue - variable delivery costs) / revenue	Manual — finance
Revenue concentration	Top 3 customers / total ARR	Manual — finance

9. PMF Detection (MIX)

Metric	Definition	Source
Wedge repeatability score	Last 10 wins matching same ICP/problem/buyer/onboarding / 10	Manual — assessment from CRM and deal notes
Durable revenue ratio	Revenue from accounts past trial + healthy >90 days / total	Partial analytics — inferred from sustained regular/power usage stages
Organic pull index	Target-cohort referrals, unsolicited inbound, expansion requests	Partial analytics — sharing/referral events as signals; verify manually

Analytics Implementation

See your analytics skill (e.g., posthog-analytics) for implementation details and query recipes — funnel event names, attribution model, company grouping, and morning briefing queries.

Vanity Metrics (DO NOT report as progress)

• Total traffic, total signups, total "active users" mixed
• Feature count shipped
• Total pipeline across all segments
• PR hits, likes, followers
• Total MRR without durability/health filters
• B2C DAU that never clusters into accounts
• "AI usage" with no evidence of business outcome

Metrics That Matter LATER (after PMF)

CAC payback, LTV/CAC, quota attainment, forecast accuracy, mature NRR, Rule of 40, hiring efficiency.

Output Format (max 15 lines)

Metrics for [period]:

Learning: X conversations (target 8-12), pain rate Y%
Product: TTFV Xh, activation Z%
Usage: retained W4 X%, second-bite Y%
B2C->B2B: X signups -> Y activated -> Z PQL, same-co X
Pipeline: X opps, win rate Y%
PMF: repeatability [low/growing], organic pull [none/emerging]
Burn: $X/mo, runway Y months

Conclusion: [what this means for the current stage]
Action: [concrete action]

Follow output preferences from USER.md (language, format, platform constraints).