Sales Metrics Calculator - First Round Review
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You can input your own numbers in this calculator to view your key sales efficiency ratios.

Hit File>Make a Copy to create your own that you can edit. Yellow fields are variables. Don't edit the other fields.

If you have any questions, e-mail karen@atriumhq.com
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KEY RATIOS
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CLTV/CAC Ratio
4.1x
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CAC Payback Period (months)
14.6
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CUSTOMER ACQUISITION COST CALCULATION
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Sales and Marketing Costs - Last Quarter
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Marketing
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Fully-Burdened Headcount72,000Includes salary, benefits, and partial coverage of G&A overhead
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Direct Marketing Spend30,000
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Marketing Technology10,000
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Sales
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Fully-Burdened Headcount315,000
Includes salary, commissions, benefits, and partial coverage of G&A overhead
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Sales Technology30,000
Includes salary, commissions, benefits, and partial coverage of G&A overhead
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TOTAL Sales & Marketing Spend
457,000
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Customers Acquired - Last Quarter
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New Customers Acquired
30
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CUSTOMER ACQUISITION COST
15,233
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CUSTOMER LIFETIME VALUE CALCULATION
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Customer Life
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Annual customer logo retention rate75%
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Customer life, years4.0
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Customer life, quarters16.0
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Customer Lifetime Revenue
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Average Selling Price, new deal15,000
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Net dollar retention rate115%
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TOTAL Customer Lifetime Revenue74,901
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Active Customers
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Total active customers, last quarter350
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COGS - Last Quarter
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Direct Costs
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Direct costs to serve customers60,000Includes server costs, etc.
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Account Management / Customer Success
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Fully-Burdened Headcount200,000Fully loaded; Assumes ~70 customers per CSM
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Technology12,000
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Total Quarterly COGS
272,000
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Quarterly COGS per customer
777
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Lifetime COGS per Customer
12,434
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Gross Margin
83.4%
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CUSTOMER LIFETIME VALUE
62,466
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