Definitions and Healthy Benchmark Ranges
These are the metrics that predict revenue, with plain definitions and common benchmark ranges. Treat the ranges as rules of thumb that vary by market, deal size, and motion. Your own trend over time matters more than any single benchmark, but knowing the typical range tells you where to look first.
No single metric tells the story. Read them as a system. A high win rate with thin pipeline means you are too selective or under-marketed. Strong pipeline with a low win rate means poor qualification. Rising CAC with falling retention is the most dangerous pattern of all, because you are paying more to acquire customers who leave faster.