Sales KPIs
ARR, bookings, pipeline, deals, forecast. 45 KPIs in this domain — 10 anchored to third-party standards, 35 editorial.
ARR, bookings, pipeline, deals, forecast
Industry-backed KPIs (10)
| KPI | Rogue ID | Type | Source |
|---|---|---|---|
| ARR | sales.arr | Currency | SaaS Metrics Standards Board |
| Average Contract Value | sales.avg_contract_value | Currency | KBCM/Sapphire SaaS Survey 2024 (15th Annual) |
| Blended CAC Ratio | sales.blended_cac_ratio | Number | SaaS Metrics Standards Board |
| Customer Acquisition Cost | sales.cac | Currency | SaaS Metrics Standards Board |
| CAC Payback Period | sales.cac_payback_period | Number | SaaS Metrics Standards Board |
| CARR | sales.carr | Currency | SaaS Metrics Standards Board |
| Expansion CAC Ratio | sales.expansion_cac_ratio | Number | SaaS Metrics Standards Board |
| Gross Margin | sales.gross_margin | Percentage | KBCM/Sapphire SaaS Survey 2024 (15th Annual) |
| Growth Rate (YoY) | sales.growth_rate_yoy | Percentage | KBCM/Sapphire SaaS Survey 2024 (15th Annual) |
| New CAC Ratio | sales.new_cac_ratio | Number | SaaS Metrics Standards Board |
Editorial KPIs (35)
This domain has 35 additional I'mBoard-authored KPIs that ship in the JSON / MCP catalog but don't yet have a dedicated page here. Fetch them:
curl https://app.imboard.ai/api/ontology/sales.json \
| jq '[.kpis[] | select(.definitionSource.tier == "editorial") | {rogueId, defaultLabel}]'See methodology for what editorial-tier means and epic #1415 for the back-attribution workstream.
Machine-readable
- JSON for this domain (all 45 KPIs, tier-labeled):
/api/ontology/sales.json - Full catalog:
/api/ontology/index.json - Or via MCP:
browse_rogue_kpis({ domain: 'sales' }).
Runway (Months)
Estimated number of months the company can operate at the current net burn before unrestricted cash reaches zero, holding everything else constant. The single most consequential survival input for venture-backed companies — it sets the urgency of every fundraising, hiring, and cost decision. Common pitfall: runway is often quoted off `finance.total_cash_in_bank` and a single-month spot-burn instead of operationally-available cash and a 3-month-trailing burn — the result is a runway that looks 2–4 months longer than it actually is when working capital tightens. Boards should ask which cash and which burn went into the calculation. — Finance KPI anchored to KBCM/Sapphire SaaS Survey 2024 (15th Annual).
ARR
Annual Recurring Revenue — the value of all recurring subscription revenue normalized to a one-year run-rate as of the period close. The headline operating metric for a subscription business; every growth and efficiency ratio (NRR, GRR, magic number, CAC payback, Rule of 40) is calibrated against it. Excludes one-time fees, professional services, and non-contractual usage. Common pitfall: confusing ARR (contracted recurring) with revenue (recognized) or with CARR (contracted incl. not-yet-live) — the SMSB standard draws sharp lines between them, and boards expect the same discipline. The KpiVarianceTable widget surfaces forecast / actual / variance / status / future-forecast columns against the same field. — Sales KPI anchored to SaaS Metrics Standards Board.