Chief Financial Officer Metrics – Page 5

Gross Burn is the total cash a company spends on operations each month, including salaries, rent, overhead, interest, and taxes. Unlike Net Burn, Gross Burn does not account for revenue — it reflects the full cost of keeping the business running.

Gross Margin is a profitability ratio that measures Gross Profit as a percentage of total revenue. Typically, it is calculated as Gross Profit divided by Revenue. This metric is a key indicator of a company's financial health and operational efficiency.

Gross Monthly Recurring Revenue Churn Rate (Gross MRR Churn Rate) is the percentage of recurring revenue lost due to both cancellation and downgrades. Note that it is common to express this metric as a monthly rate, though it can also be expressed as Gross ARR Churn Rate.

Gross Profit is the revenue remaining after subtracting the Cost of Goods Sold (COGS). It shows how efficiently a company produces and sells its goods or services, and how much revenue is available to cover operating costs and generate net income.

Growth in ARR Multiple Since the Previous Raise measures the percentage change in a company's ARR Multiple between its last funding round and the current period. ARR Multiple is the ratio of a company's valuation to its Annual Recurring Revenue (ARR).

Growth in Revenue Since the Previous Raise measures how much a company's revenue has increased since its last capital funding round. It shows how effectively raised capital translated into revenue growth.

Growth in Valuation Since the Previous Raise is the percentage increase in a company's valuation from one funding round to the next. It shows how much value the company created between raises.

Hype Factor is an efficiency metric that shows how efficiently a company converts capital raised into ARR. SaaS companies convert venture capital into two things: annual recurring revenue (ARR) and hype. ARR has direct value as every year it turns into GAAP revenue. Hype has value to the extent it creates halo effects that drive interest in the company that ultimately increase ARR.

The LTV/CAC ratio measures the lifetime revenue a customer generates relative to the cost of acquiring that customer. A ratio of 3 or higher is the standard benchmark for sustainable SaaS growth.

Logo Churn (also called Customer Churn or Account Churn) measures the number or percentage of customers who cancel their subscription or stop doing business with a company during a specific time period, regardless of the revenue value of those customers. Unlike revenue-based churn metrics, Logo Churn treats all customer losses equally, making it a critical indicator of product-market fit, customer satisfaction, and business model sustainability.

Monthly Recurring Revenue (MRR) is a key performance indicator (KPI) that represents the total predictable, recurring revenue a subscription-based business expects to generate every month from its active customers. It is calculated by normalizing all subscription income—regardless of the billing cycle (monthly, quarterly, or annual)—into a consistent monthly figure. MRR is a vital metric for Software-as-a-Service (SaaS) and other subscription models, providing an immediate and granular view of financial health, growth trajectory, and stability. Critically, MRR excludes all non-recurring revenue, such as one-time setup fees, consulting charges, or hardware sales, focusing solely on the reliable, repeatable income stream.

Monthly Recurring Revenue (MRR) Growth Rate is the velocity at which MRR is being added to the business, expressed as a percentage. MRR Growth Rate is often cited as a monthly rate, but it's also possible to express it using an annual timeframe; for example, "we are targeting 10% MRR Growth for April", or "our MRR Growth Rate was 100% last year".