| Abbreviation | Description | Company . CS |
| MRR | Monthly Recurring Revenue: Monthly Recurring Revenue (MRR) is the amount of subscription revenue that a company can expect to receive on a monthly basis. To calculate MRR is to sum the monthly subscription value of all customers in a given month. | Company |
| ARR | Annual Recurring Revenue: It is defined as the value of the contracted recurring revenue components of subscriptions normalized to a one-year period. In short it could also be calculated as MRR * 12 | Company |
| New Customer MRR | Monthly Recurring Revenue from Newly Acquired Customers- It is calculated as the MRR paid at the start of the subscription + Upgrades within the first month of starting | Company |
| Customer | A Company with a website subscription of which the MRR > 0 | Company |
| New Customer | A company that has started a website subscription & for which the MRR > 0 for the first month | Company |
| New MRR | The first MRR which a new customer starts paying for the product | Company |
| Upgrade | Any positive change in MRR from an existing customer in a certain period after the first month. | Company |
| Downgrade | MRR lost from reducing the number of users, change of plan, changing Yearly to monthly payment. | Company |
| Reactivation | The reactivation (MRR>0) of a customer that had previously churned. | Company |
| Churn | The MRR associated with the customers that cancelled their subscription in a certain period. It is recognized at the last day of the subscription. | Company |
| Current Customer MRR | The MRR contributed by all of the currently paying customers. In the dashboard it is the total new MRR – total churn till date. | Company |
| Growth in MRR from Existing Customers | This is the sum of Downgrades (negative), Upgrades (positive) and Churn (negative). | Company |
| Active MRR | The MRR of customers who have sent 30 tickets in the last 30 days, i.e. based on Website activity | CS,Company |
| Inactive MRR | The MRR of customers who have sent 0 tickets in the last 30 days, i.e. don’t have much activity in their Website account. | CS,Company |
| SQL | Sales Qualified Lead: When the SDR team “accepts” the MQL, it marks the Company as a Sales Qualified Lead in the Lifecycle Stage. This will open up a deal in the AE pipeline in the SQL stage. | Marketing,Sales |
| Ad Spend | The direct online marketing spend (e.g. google ads, facebook ads, linkedin ads, etc) combined for this month. | Marketing |
| Cost per SQL | The cost spent on ads in acquiring one Sales Qualified lead. | Marketing |
| Cost per Paid SQL | The cost spent on ads in acquiring one Sales Qualified lead from paid UTM mediums. | Marketing |
| CAC Direct | Customer Acquisition Cost (CAC) is the cost of winning a customer. In the dashboard, the metric is Total ad spend/ Number of new customers. E.g. If Website spent 30k on ads and closed 100 customers in that period, the CAC direct is 30k / 100 = 300 euro. | Marketing |
| Payback Period | CAC Payback Period is the number of months required to pay back the customer acquisition costs after accounting for the expenses to service that customer. In the dashboard, the metric is CAC Direct / Gross Margin (Ad spend/ (New customer MRR * Gross Margin)) | Marketing |
| MQL | Marketing Qualified Lead: When we identify a Lead that has Fit with Website and is in the “Bottom of the funnel” stage, as marketing we assume they are “Marketing Qualified Lead”. When a Lead is marked as MQL, a task will be generated for the SDRs. | Marketing |
| New & (nearly) Inactive MRR | The MRR that is associated with accounts that had <= 30 tickets in the past 30 days and have been a customer < 6 months. | CS |
| Average days active in Trial | The average number of days in which the trial was taking actions (as measured by segment tracking) in Website . This activity includes adding users, adding channels, adding tickets, and clicks. | Product |
| Current Trial | Any Trial that starts before the period ends and ends after the period starts. | Product |
| Active Trial | Any Current trial that has any activity (as measured by segment tracking) during the period. This activity includes adding users, adding chanels, adding tickets, and clicks. A trial is considered active when it has had activity in the last 24 hours. | Product |
| Converted Customer | The customer who became a paying customer by moving through the sales funnel. Lead scoring → MQL → SQL → Customer. In Dashboard it is the number of companies where became a customer date is not blank. | Product |
| Upgrade 1st Month | Additional MRR from new customers within the first month | Data |
| New Customer start month | The first month that a company has a Website subscription where MRR > 0 | Data |
| Won | When a deal is converted from a Hubspot perspective. A company started as a Lead, the Lead goes through the pipeline of MQL > SQL > Won. | Marketing |