Metrics and the weekly review
Ten numbers, one hour every Friday. If a number is not moving, the plan for next week is whatever moves it.
Pipeline (your side)
These are targets, not measurementsS18. They come from general B2B software outbound norms, not from anything TeamTalk has done yet. Write your real rates over them by month 3; if cold reply is 4% rather than 10%, that is information about the message, not a failure.
| Number | What counts | Target in months 1–3 | Target in months 4–12 |
|---|---|---|---|
| Conversations started | Emails/calls to a named person this week | 15 / week | 25 / week |
| Reply rate | Replies ÷ first touches (warm and cold separately) | warm 60%+, cold 10–15% (a list under 200 replies at 15–20%S35) | cold 15–20% with references |
| Discovery calls held | 20-minute calls completed | 3 / week | 5 / week |
| Demos held | With a decision-maker present | 1–2 / week | 3 / week |
| Proposals out | Sent within 24h of the demo | 1 / week | 2 / week |
| Pilots live | Users on, first must-read sent | 2 by month 3 | 1 new / month |
| Pilot → paid | Signed annual after pilot | — | 50%+ |
Product (the customer's side, per tenant)
| Number | Definition | Healthy | Worry |
|---|---|---|---|
| Activation | % of imported workers who logged in within 14 days | 70%+ | under 40%: the join card did not get to the site; go in person |
| Confirmed reach | % of addressed workers confirming a must-read within 48h | 80%+ | under 50%: posts too long, or no chase |
| Monthly active | % of enrolled workers opening the app in a month | 40–70% (vendor case studies claiming 90%+ are not typical) | under 25% two months running: the admin stopped posting |
| Posts per admin per week | Habit signal | 2+ | 0 for two weeks: call them |
| Hazard reports | Per site per month | any | none after month 2: reporting is off or unknown |
| Languages used | Distinct worker languages | 3+ | 1: the value prop is not landing here |
Money
MRRMonthly recurring revenue: sum of live contracts ÷ 12 for annuals
GRR / NRRGross revenue retention ≈ 85% and net retention 100–105% are the medians for contracts of this sizeS35; above 110% is an enterprise number, not yours.
Gross margin(Revenue − hosting − SMS − translation − video) ÷ revenue. Expect 94%+ with device-bound logins (Chapter 4); if it is under 90%, SMS is leaking.
The Friday hour
- Update the pipeline numbers (10 min). Every deal has a next step and a date, or it is closed-lost.
- Open every live tenant's reach page (15 min). Any tenant with no posts this week gets a call on Monday.
- Write three lines to yourself: what moved, what didn't, the one thing you will do differently (5 min).
- Book next week's outreach block in the diary, two mornings, before anything else (5 min).
- Send one customer a message thanking them for something specific they did in the product (5 min). This is how references happen.
Simple CRM
HubSpot free tier or a Notion board. Five columns: Contacted → Discovery booked → Demo done → Proposal out → Live. Each card: company, person, title, next step, date. Nothing else. If you spend more than 30 minutes a week in the CRM, it is too complicated.