

Top KPIs for CROs at Growth-Stage 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 Logo Opportunities in the Sales Pipeline
- Win Rate
- $ARPA
- $ACV / $TCV
- And ACL – average contract length
- $MRR / $ARR
- Sales Cycle
- $ Bookings (sales bookings – New Business)
- don’t confuse $ARR with $Bookings – $ARR can increase even if $Bookings don’t
- Pipeline Inflow – by # Count
- Sales Efficiency (Bessemer’s CAC Ratio, CAC Payback)
Expansion Sales
- Expansion $MRR
- Upsell
- Cross-Sell
- Add-On Sales
- Expansion CAC Ratio
Customer Retention
- Cohort Analyses & NDR – Net Dollar Retention (115%)
- not Churn
- Remaining Performance Obligation
- Customer NPS
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
- $ARPA