

PE: Top KPIs for CROs Driving Growth at PE-Backed Companies
As the simplest level, here are the fundamental KPIs every Chief Revenue Officer should focus on in Growth PE.
New Logo Sales / New Customer Acquisition
Note: these should be measured per segment / per team / per territory, etc.
- # of New Business (aka New Logo) Opportunities in the Sales Pipeline (and inflow over 4-8 quarters, by month)
- % Win Rate (only after your Sales Process is well-engineered, defined and optimized)
- $ACV / $TCV (and ACL – average contract length)
- $MRR / $ARR over time
- Win Cycle (aka Sales Cycle Duration – can be per segment/vertical/team/geo/prod)
- $ New Business Bookings (sales bookings for New Business, aka: New Logo Sales)
- don’t confuse $ARR with $Bookings – $ARR can increase even if $Bookings don’t
- Pipeline Inflow (Opportunities Created)
- by # Count and $ Amount
- Sales Efficiency
- CAC Ratio & CAC Payback
Expansion Sales
- $ Cross-Sell
- products from add-on acquisitions
- $ Upsell
- Expansion CAC Ratio
- Expansion $MRR and $ARR
Customer Retention
- % GRR – Gross Revenue Retention
- % NRR – Cohort Analyses & NRR (good = 115%+)
- i.e. not Churn
- Renewal rates
- Account Retention
Overall Revenue and Customer Growth & Health
- Net $MRR and Growth Trend
- i.e. Net $MRR = Existing $MRR + ($ New Business + $ Expansion + $ Reactivation) – ($ Down-sell Contraction + $ Churned)
- Net $ARR and Growth Trend
- Customers – # and % Growth
- Customer NPS
- $ARPA