Revenue Analytics
Overview
The Revenue Analytics team is a dedicated analytics function that spans the full pre- and post-sales lifecycle, including sales performance, pipeline health, renewals, churn and contraction, and bookings. We partner with Sales, Revenue Operations, Customer Success, Finance, and RSO leadership to surface insights that drive growth and reduce revenue risk.
Think of Revenue Analytics as the financial intelligence layer of the go-to-market organization. Where individual teams manage day-to-day execution, Revenue Analytics steps back to identify trends, flag risks, and connect the dots across the entire revenue motion. Our work helps translate raw data into strategic decisions.
Our work is not about creating dashboards for their own sake — it is about helping the go-to-market organization understand what is happening, why it is happening, and what to do about it.
Scope and Coverage
The Revenue Analytics team owns analytical coverage across four primary domains:
Sales and Bookings Analytics
We track and analyze new business performance, including bookings attainment, average contract value, sales cycle length, win/loss rates, and rep and segment performance. This includes:
- First order acquisition trends by segment, region, and channel
- Bookings vs. quota attainment and forecasting accuracy
- Deal velocity and stage conversion analysis
- Win/loss analysis by competitor, segment, and use case
- Incentive compensation alignment and effectiveness
Pipeline Analytics
Pipeline is the leading indicator for future revenue. We monitor pipeline health across the full funnel to help sales leadership identify coverage gaps and prioritize action. This includes:
- Pipeline creation trends by source, segment, and rep
- Pipeline coverage ratios and how they compare to historical norms
- Stage-by-stage conversion rates and where deals stall or fall out
- Pipeline aging and risk-weighted pipeline views
- Forecast roll-up support and accuracy tracking
Renewals Analytics
Renewals represent the foundation of a subscription business. We track renewal performance and identify at-risk accounts before they reach the renewal date. This includes:
- On-time renewal rates by segment, region, and CSM
- Renewal forecast vs. actuals
- Early warning signals for accounts likely to churn or contract
- Renewal cycle duration and process efficiency
Churn and Contraction Analytics
Understanding why customers leave or reduce spend is critical to long-term revenue health. We analyze churn and contraction patterns to surface root causes and enable proactive intervention. This includes:
- Gross and net churn rates by cohort, segment, and product
- Contraction analysis (what, when, and why customers downgrade)
- Time-to-churn patterns and early warning indicator development
- Churn attribution by reason category (price, competition, adoption, budget, etc.)
- Impact of customer health scores and engagement signals on churn outcomes
How We Work
Partnering with Stakeholders
Revenue Analytics operates as a strategic partner to the teams we support, not a reporting service. We aim to be embedded in key planning and review cycles, including QBRs, forecast calls, and board preparation. Our most effective work happens when we are brought in early — during the question-forming phase — rather than after decisions have already been made.
We work most closely with:
- Sales and Sales Strategy: pipeline reviews, quota modeling, territory performance
- Customer Success and Renewals: churn risk, health scoring, NRR drivers
- RSO Leadership: executive dashboards, segment reviews, strategic planning support, quarterly post-mortems
Metrics Ownership
We maintain a shared metrics glossary and are the primary owners of how key revenue metrics are defined, calculated, and reported. When metric definitions need to change, we coordinate the update across all affected teams and surfaces before publishing.
Key Metrics We Track
The following is a representative list of the metrics within our ownership. Full definitions are maintained in the metrics glossary.
Bookings and Sales
- New ARR (First order + Expansion)
- First Order count and Gross ARR
- Sales Cycle Length
- Quota Attainment %
Pipeline
- Pipeline Coverage Ratio
- Pipeline Creation Rate (by source and segment)
- Stage Conversion Rates
- Weighted Pipeline Value
- Forecast Accuracy
Renewals and Retention
- Gross Renewal Rate
- On-Time Renewal Rate
Churn and Contraction
- Gross Churn Rate (Logo and ARR)
- Contraction Rate
- Churn by Reason Category
- Time-to-Churn (average days from onboarding to churn)
CX Metrics
- Planning reporting including headcount forecasting and targets
- Product usage data - while we don’t own the data for this, we do ingest and display it across our reporting
Requesting Work from Revenue Analytics
If you have an analytical question, need a new report, or want to explore a hypothesis about revenue performance, reach out to the Revenue Analytics team, lead by Jarvis Shuckman. To help us scope and prioritize your request, it’s helpful to provide:
- The business question you are trying to answer
- Who will use the output and what decisions it will inform
- Any time constraints (e.g., needed for QBR, board prep, etc.)
- What data you believe is relevant, if known
We triage requests based on strategic impact and time sensitivity. Recurring, high-visibility needs are candidates for productized dashboards; ad hoc questions may be handled through direct analysis or a lightweight report.
Additional Considerations
- Revenue Analytics findings should be socialized with relevant stakeholders before being presented in high-visibility forums to avoid surprises and allow for context-setting
- We are actively working on centralizing our metrics, data, and outputs. More information coming soon!
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