Customers KPIs
Retention, health, NPS, concentration. 5 industry-backed KPIs, each anchored to a third-party standard.
Retention, health, NPS, concentration
KPIs (5)
| KPI | Rogue ID | Type | Source |
|---|---|---|---|
| Gross Revenue Retention (GRR) | customers.gross_revenue_retention | Percentage | SaaS Metrics Standards Board |
| Logo Churn Rate | customers.logo_churn_rate | Percentage | KBCM/Sapphire SaaS Survey 2024 (15th Annual) |
| Logo Retention Rate | customers.logo_retention_rate | Percentage | SaaS Metrics Standards Board |
| Net Revenue Retention (NRR) | customers.net_revenue_retention | Percentage | SaaS Metrics Standards Board |
| NPS Score | customers.nps_score | Number | Retently NPS Benchmarks 2025 |
Machine-readable
- JSON for this domain:
/api/ontology/customers.json - Full catalog:
/api/ontology/index.json
Don't see a KPI you expect?
This page shows the 5 industry-backed KPIs in Customers that carry a third-party citation today. More KPIs are authored in the catalog and get back-attributed each release — see methodology and epic #1415 for the back-attribution workstream.
Fetch the cited subset for this domain as JSON:
# Industry-backed KPIs for this domain (snapshot embedded in the docs deploy)
curl https://docs.imboard.ai/api/ontology/customers.json | jq '.[].rogueId'Or via MCP: browse_rogue_kpis({ domain: 'customers' }).
R&D Monthly Spend
Total monthly cash outflow on research and development — fully-loaded engineering, product, and design payroll plus tooling, infrastructure dedicated to product development, contractors, and direct R&D vendor spend. The "input" side of R&D efficiency. Common pitfall: companies report base-payroll R&D and exclude the loaded cost (benefits, stock comp at cash-cost basis, allocated rent, dev tooling), under-reporting true R&D burn by 25–40%. Boards should always ask whether the number is base-payroll, fully-loaded, or GAAP R&D expense — they tell different stories. The KBCM/Sapphire SaaS Survey reports R&D as a percentage of revenue for its company panel — use that as the benchmarking lens. — Product KPI anchored to KBCM/Sapphire SaaS Survey 2024 (15th Annual).
Gross Revenue Retention (GRR)
Recurring revenue retained from the cohort of customers present at the start of the period, excluding expansion — so the metric captures only churn and contraction. Per the SaaS Metrics Standards Board (SMSB) GRR standard. GRR is bounded at 100% (cannot exceed it) and reads as the "no-defense-against-churn" floor on retention. The board reads GRR alongside NRR (`customers.net_revenue_retention`) — the gap between them is the expansion contribution. Common pitfall: treating GRR and NRR as substitutes — they answer fundamentally different questions, and a healthy NRR with sliding GRR signals churn masked by upsell. — Customers KPI anchored to SaaS Metrics Standards Board.