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Segment Analysis — Illustrative Example
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($K unless noted otherwise)
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SegmentEnding ARRMixARR GrowthNew ARR BookingsNB
Growth		Custs
(#)		ARR per CustGRRNRRCPP
(months)		ASC
(days) 		ASPWin RateAttainNPS
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SMB 6,930 10%22% 2,897 15% 210 33 71%80% 20 38 36 10%38% 16
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Midmarket 27,000 39%40% 8,871 35% 120 225 94%115% 10 74 221 22%88% 50
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Enterprise 36,000 51%14% 9,789 12% 43 837 83%101% 27 182 720 28%30% 21
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Total 69,930 100%24% 21,558 21% 373 187 86%104% 19 65 125 13%55% 28
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Notes
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Segments can be anything -- for example, customer size (SMB, MM, ENT), geography (NA, EMEA, AP), vertical (finance, pharma, manufacturing)a or anything else you cut customers by
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Other potentially interesting added columns, depending on situation:
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Pipeline, how much business coiming soon
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Pipeline growth, how fast it the pipeline growing
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CAC ratio,how much it costs to sell to them
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Bookings/AE, how productive are the (ramped) sellers who sell to them
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Velocity (number of deals in the segment in the coming year), hard to get numbers for this but some market researchers will take a stab
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TAM or SAM (serviceable addressible market)
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Sheet data population done both manually and in ChatGPT so while the numbers are illustrative (and hopefully cross consistent), I won't vouch for every formula. This one is about the data, not the sheet construction.
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CPP stands for CAC payback period = months of gross margin to recover CAC
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ASC = average sales cycle
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ASP = average sales price, aka average deal size. This is different from ARR/customer; this looks at new/recent business (e.g., TTM) where ARR/customer looks at the whole base
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Attainment = percent of reps at or above 80% of quota
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Total CPP, ASC, ASP, win rate, attainment and NPS are illustrative assumptions, not calculated segment averages.
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Kellogg is protected by a Creative Commons BY-NC-ND 4.0 agreement.
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