KPI Dictionary — WrxFlo EOS

The authoritative definition of every KPI — what it measures, how it's calculated, who owns it and where the data comes from.

K-001At Risk· Sage

ARR

Annual recurring revenue from all active subscriptions.

Formula: SUM(MRR × 12) for active subscriptions

Function · Owner

Finance

CFO

Frequency

Monthly

Current / Target

€10.8m

vs €12.0m

K-002At Risk· Sage

Net Revenue Retention

Expansion + renewals less churn over trailing 12 months.

Formula: (Starting ARR + Expansion - Churn - Contraction) / Starting ARR

Function · Owner

Customer Success

Head of CS

Frequency

Monthly

Current / Target

108%

vs 115%

K-003On Track· Sage

Gross Revenue Retention

Renewals less churn and contraction, expansion excluded.

Formula: 1 - (Churn + Contraction) / Starting ARR

Function · Owner

Customer Success

Head of CS

Frequency

Monthly

Current / Target

94%

vs 92%

K-004At Risk· Sage

Gross Margin

Subscription gross margin.

Formula: (Revenue - COGS) / Revenue

Function · Owner

Finance

CFO

Frequency

Monthly

Current / Target

75%

vs 78%

K-005On Track· Sage

CAC Payback

Months to recover acquisition cost on new ARR.

Formula: CAC / (New ARR × Gross Margin / 12)

Function · Owner

Sales

Ryan O'Reilly

Frequency

Quarterly

Current / Target

16 mo

vs < 18 mo

K-006At Risk· Sage

Rule of 40

Growth rate + EBITDA margin.

Formula: Growth % + EBITDA %

Function · Owner

Finance

CFO

Frequency

Quarterly

Current / Target

vs ≥ 40

K-007On Track· Monday CRM

Pipeline Coverage

Pipeline value / quarterly bookings target.

Formula: Open Pipeline ARR / Quarter Target

Function · Owner

Sales

Ryan O'Reilly

Frequency

Weekly

Current / Target

3.4×

vs 3.0×

K-008At Risk· Monday CRM

Win Rate (Stage 4→Won)

Late-stage opportunities won.

Formula: Won / (Won + Lost) at Stage 4

Function · Owner

Sales

Ryan O'Reilly

Frequency

Monthly

Current / Target

31%

vs 35%

K-009On Track· Monday CRM

Average Deal Size

New logo ACV average.

Formula: AVG(ACV) for new logos in period

Function · Owner

Sales

Ryan O'Reilly

Frequency

Monthly

Current / Target

€52k

vs €48k

K-010On Track· ClickUp

Project Utilisation

Billable hours / capacity for delivery teams.

Formula: Billable hrs / Available hrs

Function · Owner

Project Delivery

Head of Delivery

Frequency

Weekly

Current / Target

78%

vs 75%

K-011At Risk· ClickUp

On-Time Delivery

Projects delivered to committed date.

Formula: On-time milestones / total milestones

Function · Owner

Project Delivery

Head of Delivery

Frequency

Monthly

Current / Target

87%

vs 90%

K-012At Risk· CSV Upload

NPS

Net Promoter Score across active customers.

Formula: % Promoters - % Detractors

Function · Owner

Customer Success

Head of CS

Frequency

Quarterly

Current / Target

vs 50

K-013At Risk· CSV Upload

Customer Health Score

Composite of usage, support, engagement.

Formula: Weighted composite (Usage 40% / Support 30% / Engagement 30%)

Function · Owner

Customer Success

Head of CS

Frequency

Monthly

Current / Target

vs ≥ 80

K-014On Track· CSV Upload

Time To First Value

Days from contract to first value milestone.

Formula: AVG(days from contract → first value)

Function · Owner

Customer Success

Head of CS

Frequency

Monthly

Current / Target

26d

vs < 30d

K-015On Track· CSV Upload

Employee NPS

eNPS across the company.

Formula: % Promoters - % Detractors (staff)

Function · Owner

People

Head of People

Frequency

Quarterly

Current / Target

vs ≥ 40

K-016At Risk· CSV Upload

Audit Findings — Open

Open findings from internal and external audit.

Formula: COUNT(findings WHERE status='Open')

Function · Owner

Security

Head of Security

Frequency

Monthly

Current / Target

1 high

vs 0 high