Avg monthly churn rate
Avg close rate per marketing qualified lead (MQL)
Interested leads (MQLs) per 1,000 touches
Customer Acquisition Cost (CAC)
How many distinct buying accounts did you have in the previous 12 months that were active prior to that time period and still active now?
What was your revenue or gross profit in the previous 12 months from only those accounts?
How many distinct buying customers did you have 12 months ago?
Of those specific customers, how many are still active now?