What CS Metrics Belong in RevOps Reporting?
Instrument retention, expansion, risk, adoption, support, and renewals on one scorecard—so GTM and finance trust the same number.
By Pedowitz Group RevOps Practice • 200+ GTM transformations
Explore RevOps Solutions Benchmark with the Revenue Marketing Index
Executive Summary
Direct answer: Your RevOps scorecard should include GRR/NRR, logo churn, expansion, renewal coverage & forecast accuracy, product adoption, health/risk, and support experience (CSAT/CES/time-to-resolution). Pair them with SLA metrics (onboarding, QBRs, renewal milestones) and show variance by segment, region, and product.
Guiding Principles
The “First Twelve” CS Metrics for RevOps
| Metric | Formula | Target/Range | Stage | Notes |
|---|---|---|---|---|
| Gross Revenue Retention (GRR) | (ARR start − churn − contraction) ÷ ARR start | 90–97% by segment | Renewal | Excludes expansion |
| Net Revenue Retention (NRR) | (ARR start − churn − contraction + expansion) ÷ ARR start | 100–125%+ | Renewal + Expansion | Report by cohort/product |
| Logo Churn | Logos lost ÷ Logos at start | Low single digits / qtr | Renewal | Segment by ICP/tier |
| Expansion Rate | Expansion ARR ÷ ARR start | 5–25% by motion | Expansion | Upsell + cross-sell |
| Renewal Coverage | Weighted renewals ÷ Renewal target | ≥ 1.0× by D-90 | Pipeline | Uses risk weights |
| Renewal Forecast Accuracy | |Forecast−Actual| ÷ Actual | Improving trend QoQ | Operate | Bias by CSM |
| Onboarding Time-to-Value (TTV) | Days from start → first value milestone | As short as possible; banded | Onboarding | Define milestone per product |
| Product Adoption Index | % accounts hitting feature/usage thresholds | Rising trend | Adoption | DAU/WAU, seats activated |
| Health/Risk Score | Weighted signals (usage, support, sentiment) | Low red %, improving | Proactive | Explainable components |
| CSAT | Positive responses ÷ Total | 85–95%+ | Support | Post-ticket surveys |
| Time to Resolution (TTR) | Median hours ticket open → solved | Within SLA bands | Support | By priority |
| QBR/Engagement Coverage | Accounts with QBR/exec touch ÷ Target accounts | ≥ 90% per half | Retention | Track agendas & actions |
Do / Don’t for CS Metrics in RevOps
| Do | Don’t | Why |
|---|---|---|
| Define ARR and churn consistently with Finance | Mix bookings with ARR in one view | Avoids double counting |
| Show motion-level views (new/renew/expand) | Blend motions into one line | Sharpen accountability |
| Tie adoption/usage to renewal risk | Report usage without revenue context | Focus on outcomes |
| Version formulas and publish release notes | Change metrics silently | Trust and auditability |
| Automate data quality gates | Rely on manual cleanup | Reliable reporting |
60–90 Day Rollout Playbook
| Step | What to do | Output | Owner | Timeframe |
|---|---|---|---|---|
| 1 — Align | Agree on dictionary with Finance & CS | Metric definitions v1.0 | RevOps + Finance + CS Ops | Week 1 |
| 2 — Integrate | Join CRM, CS platform, product usage, support | Unified model | Data/Analytics | Weeks 2–4 |
| 3 — Instrument | Build scorecard + renewal pipeline | Dashboards & alerts | Analytics + CS Ops | Weeks 4–6 |
| 4 — Govern | Publish SLAs (onboarding, QBR, renewal milestones) | SLA pack | RevOps | Weeks 5–7 |
| 5 — Operate | Weekly reviews; variance attribution; actions | Scorecard v1.1 with owners | CRO/CCO + RevOps | Weeks 7–12 |
Deeper Detail
Renewal pipeline & forecast: Treat renewals like sales opportunities with stages, risk weights, and next actions. Require reason codes for risk changes and capture expansion signals (usage growth, new teams) as pipeline.
AI & early warnings: Use governed AI to surface churn risk from tickets, sentiment, and usage anomalies, and to recommend playbooks (save offers, adoption campaigns). Keep approvals for discounts and contract changes.
TPG POV: We integrate CS data with CRM and finance, standardize definitions, and build a single RevOps scorecard—so leadership sees retention, expansion, and risk in one place.
Related resources: Marketing Operations • Revenue Operations • Revenue Marketing Index.
Additional Resources
Frequently Asked Questions
Yes, if the increase is realized ARR at renewal. Report drivers (price, volume, mix) to explain variance transparently.
Expose components—usage, support, sentiment, exec engagement—so actions are clear. Avoid black boxes.
Capture in the CS tool and product analytics; publish to a governed warehouse/BI and sync key fields back to CRM for visibility.
Gate the scorecard with quality checks, fix core pipelines (renewal base, ARR movements), and version definitions with Finance.
Weekly for renewal pipeline and breaches; monthly for cohort/NRR and adoption trends; quarterly for targets and definitions.