Metrics Briefing

CEO-level metrics interpretation through 9-category framework (market learning, product value, usage, pipeline, retention, B2C->B2B, execution, economics, PMF). For raw analytics data queries, use your analytics skill (e.g., posthog-analytics) instead.

Layneformalized225 Updated Sep 17, 2026

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Metrics Briefing

Metrics analysis through CEO Bible Section G — 9 categories. An analytics tool covers some; the rest come from conversations, CRM, and the founder's observations.

Principles (Bible G)

All metrics by target wedge. Segment first, aggregate second.
Behavior > opinions. Usage, money, time spent > compliments.
Pre-PMF metrics answer 5 questions:
- Are we talking to the right people?
- Do they share the same painful problem?
- Do they get value quickly?
- Do they come back?
- Can we win them again without heroics?
MRR, CAC, LTV are guardrails, not the steering wheel. Until there is repeatability.

9 CEO Metrics Categories

1. Market Learning (MANUAL — ask the founder)

Metric	Definition	Source
Qualified conversations/week	20+ min conversations with target roles; explored problem, trigger, workaround, buyer, urgency	Manual — track directly, target 8-12/week
Repeated pain rate	Same problem + trigger + workaround recur / total qualified conversations	Manual — from conversation notes
Objection concentration	Losses/stalls by top 3 reasons / all losses	Manual — from CRM/notes

If conversations < 8/week -> flag hard. This is the main leading indicator.

2. Product Value (Analytics tool: partial)

Metric	Definition	Source
Median TTFV	Time from signup to first meaningful success	Analytics — time between signup and first meaningful interaction event
Activation rate	Target accounts hitting critical event sequence within X days	Analytics — accounts reaching "meaningful result" milestone / total signups
Outcome attainment	Activated accounts achieving promised business result	Analytics — meaningful result → return usage conversion rate

3. Usage / Engagement (Analytics tool: yes)

Metric	Definition	Source
Retained active target accounts (week 4/8)	Accounts still performing core workflow	Analytics — accounts reaching "weekly active user" milestone
Workflow depth	Core workflow at target frequency, multiple use cases	Analytics — core action frequency, feature breadth per account
Second-bite rate	Users repeating core action within X days	Analytics — meaningful result → return usage conversion rate

4. Sales / Pipeline (MANUAL — CRM/conversations)

Metric	Definition	Source
ICP pipeline created	New opportunities from target wedge per week	Manual — CRM
Meeting -> opportunity	New opps / qualified first meetings	Manual — CRM
Opportunity -> win rate	Closed-won / closed in target wedge	Manual — CRM
Median sales cycle	Days from first meeting to signature	Manual — CRM

5. Retention / Expansion (Analytics tool: partial)

Metric	Definition	Source
Healthy account rate	Paid accounts with green usage + outcome + active champion	Analytics — accounts at regular/power usage stage, grouped by company
Expansion pull rate	Healthy accounts requesting more seats/team rollout	Analytics — accounts transitioning into team/multi-user stages
Gross logo retention	Paying logos retained once cohorts mature	Partial analytics — inferred from sustained usage stages; verify manually

6. B2C -> B2B Conversion (Analytics tool: yes — key category)

Metric	Definition	Source
Target-signup rate	Signups from target roles/domains / total signups	Analytics — filter signups by verified identity + connected integrations
Activated -> PQL rate	Activated users hitting enterprise triggers	Analytics — power users reaching multi-team or advanced usage signals, grouped by company
PQL -> sales conversation	PQLs that book real sales call	Partial analytics + manual CRM tracking
Same-company emergence	Active companies with >1 user or team invite	Analytics — companies with multiple active users or team invitation events

7. Team Execution (MANUAL)

Metric	Definition	Source
Experiment cycle time	Days from hypothesis to readout	Manual — from hypothesis tracker
Hypothesis-linked roadmap %	Work tied to hypothesis / total work	Manual — from backlog
Belief-change rate	Experiments ending in keep/kill/reframe / total	Manual — from weekly reviews

8. Unit Economics (MANUAL)

Metric	Definition	Source
Net burn / runway	Monthly cash burn; cash / burn	Manual — finance
Core workflow contribution margin	(Revenue - variable delivery costs) / revenue	Manual — finance
Revenue concentration	Top 3 customers / total ARR	Manual — finance

9. PMF Detection (MIX)

Metric	Definition	Source
Wedge repeatability score	Last 10 wins matching same ICP/problem/buyer/onboarding / 10	Manual — assessment from CRM and deal notes
Durable revenue ratio	Revenue from accounts past trial + healthy >90 days / total	Partial analytics — inferred from sustained regular/power usage stages
Organic pull index	Target-cohort referrals, unsolicited inbound, expansion requests	Partial analytics — sharing/referral events as signals; verify manually

Analytics Implementation

See your analytics skill (e.g., posthog-analytics) for implementation details and query recipes — funnel event names, attribution model, company grouping, and morning briefing queries.

Vanity Metrics (DO NOT report as progress)

Total traffic, total signups, total "active users" mixed
Feature count shipped
Total pipeline across all segments
PR hits, likes, followers
Total MRR without durability/health filters
B2C DAU that never clusters into accounts
"AI usage" with no evidence of business outcome

Metrics That Matter LATER (after PMF)

CAC payback, LTV/CAC, quota attainment, forecast accuracy, mature NRR, Rule of 40, hiring efficiency.

Output Format (max 15 lines)

Metrics for [period]:

Learning: X conversations (target 8-12), pain rate Y%
Product: TTFV Xh, activation Z%
Usage: retained W4 X%, second-bite Y%
B2C->B2B: X signups -> Y activated -> Z PQL, same-co X
Pipeline: X opps, win rate Y%
PMF: repeatability [low/growing], organic pull [none/emerging]
Burn: $X/mo, runway Y months

Conclusion: [what this means for the current stage]
Action: [concrete action]

Follow output preferences from USER.md (language, format, platform constraints).

---name: metrics-briefingdescription: CEO-level metrics interpretation through 9-category framework (market learning, product value, usage, pipeline, retention, B2C->B2B, execution, economics, PMF). For raw analytics data queries, use your analytics skill (e.g., posthog-analytics) instead.---# Metrics BriefingMetrics analysis through CEO Bible Section G — 9 categories. An analytics tool covers some; the rest come from conversations, CRM, and the founder's observations.## Principles (Bible G)1. **All metrics by target wedge.** Segment first, aggregate second.2. **Behavior > opinions.** Usage, money, time spent > compliments.3. **Pre-PMF metrics answer 5 questions:** - Are we talking to the right people? - Do they share the same painful problem? - Do they get value quickly? - Do they come back? - Can we win them again without heroics?4. **MRR, CAC, LTV are guardrails, not the steering wheel.** Until there is repeatability.## 9 CEO Metrics Categories### 1. Market Learning (MANUAL — ask the founder)| Metric | Definition | Source ||--------|-----------|--------|| Qualified conversations/week | 20+ min conversations with target roles; explored problem, trigger, workaround, buyer, urgency | Manual — track directly, target 8-12/week || Repeated pain rate | Same problem + trigger + workaround recur / total qualified conversations | Manual — from conversation notes || Objection concentration | Losses/stalls by top 3 reasons / all losses | Manual — from CRM/notes |**If conversations < 8/week -> flag hard.** This is the main leading indicator.### 2. Product Value (Analytics tool: partial)| Metric | Definition | Source ||--------|-----------|--------|| **Median TTFV** | Time from signup to first meaningful success | Analytics — time between signup and first meaningful interaction event || **Activation rate** | Target accounts hitting critical event sequence within X days | Analytics — accounts reaching "meaningful result" milestone / total signups || **Outcome attainment** | Activated accounts achieving promised business result | Analytics — meaningful result → return usage conversion rate |### 3. Usage / Engagement (Analytics tool: yes)| Metric | Definition | Source ||--------|-----------|--------|| **Retained active target accounts** (week 4/8) | Accounts still performing core workflow | Analytics — accounts reaching "weekly active user" milestone || **Workflow depth** | Core workflow at target frequency, multiple use cases | Analytics — core action frequency, feature breadth per account || **Second-bite rate** | Users repeating core action within X days | Analytics — meaningful result → return usage conversion rate |### 4. Sales / Pipeline (MANUAL — CRM/conversations)| Metric | Definition | Source ||--------|-----------|--------|| ICP pipeline created | New opportunities from target wedge per week | Manual — CRM || Meeting -> opportunity | New opps / qualified first meetings | Manual — CRM || Opportunity -> win rate | Closed-won / closed in target wedge | Manual — CRM || Median sales cycle | Days from first meeting to signature | Manual — CRM |### 5. Retention / Expansion (Analytics tool: partial)| Metric | Definition | Source ||--------|-----------|--------|| **Healthy account rate** | Paid accounts with green usage + outcome + active champion | Analytics — accounts at regular/power usage stage, grouped by company || **Expansion pull rate** | Healthy accounts requesting more seats/team rollout | Analytics — accounts transitioning into team/multi-user stages || **Gross logo retention** | Paying logos retained once cohorts mature | Partial analytics — inferred from sustained usage stages; verify manually |### 6. B2C -> B2B Conversion (Analytics tool: yes — key category)| Metric | Definition | Source ||--------|-----------|--------|| **Target-signup rate** | Signups from target roles/domains / total signups | Analytics — filter signups by verified identity + connected integrations || **Activated -> PQL rate** | Activated users hitting enterprise triggers | Analytics — power users reaching multi-team or advanced usage signals, grouped by company || **PQL -> sales conversation** | PQLs that book real sales call | Partial analytics + manual CRM tracking || **Same-company emergence** | Active companies with >1 user or team invite | Analytics — companies with multiple active users or team invitation events |### 7. Team Execution (MANUAL)| Metric | Definition | Source ||--------|-----------|--------|| Experiment cycle time | Days from hypothesis to readout | Manual — from hypothesis tracker || Hypothesis-linked roadmap % | Work tied to hypothesis / total work | Manual — from backlog || Belief-change rate | Experiments ending in keep/kill/reframe / total | Manual — from weekly reviews |### 8. Unit Economics (MANUAL)| Metric | Definition | Source ||--------|-----------|--------|| Net burn / runway | Monthly cash burn; cash / burn | Manual — finance || Core workflow contribution margin | (Revenue - variable delivery costs) / revenue | Manual — finance || Revenue concentration | Top 3 customers / total ARR | Manual — finance |### 9. PMF Detection (MIX)| Metric | Definition | Source ||--------|-----------|--------|| **Wedge repeatability score** | Last 10 wins matching same ICP/problem/buyer/onboarding / 10 | Manual — assessment from CRM and deal notes || **Durable revenue ratio** | Revenue from accounts past trial + healthy >90 days / total | Partial analytics — inferred from sustained regular/power usage stages || **Organic pull index** | Target-cohort referrals, unsolicited inbound, expansion requests | Partial analytics — sharing/referral events as signals; verify manually |## Analytics ImplementationSee your analytics skill (e.g., posthog-analytics) for implementation details and query recipes — funnel event names, attribution model, company grouping, and morning briefing queries.## Vanity Metrics (DO NOT report as progress)- Total traffic, total signups, total "active users" mixed- Feature count shipped- Total pipeline across all segments- PR hits, likes, followers- Total MRR without durability/health filters- B2C DAU that never clusters into accounts- "AI usage" with no evidence of business outcome## Metrics That Matter LATER (after PMF)CAC payback, LTV/CAC, quota attainment, forecast accuracy, mature NRR, Rule of 40, hiring efficiency.## Output Format (max 15 lines)```Metrics for [period]:Learning: X conversations (target 8-12), pain rate Y%Product: TTFV Xh, activation Z%Usage: retained W4 X%, second-bite Y%B2C->B2B: X signups -> Y activated -> Z PQL, same-co XPipeline: X opps, win rate Y%PMF: repeatability [low/growing], organic pull [none/emerging]Burn: $X/mo, runway Y monthsConclusion: [what this means for the current stage]Action: [concrete action]```Follow output preferences from USER.md (language, format, platform constraints).

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