Average expected profit (or revenue) per customer over the expected length of the relationship post sale. This uses the Expected Gross Logo Retention, Average Deal Size, CAC, and COGS.
Money spent on things needed to support the customers after they sign up. This is the total of all costs related to creating and delivering a product or service to your customers.
The number of unique customers that cancelled their subscription (or did not transact) at a specific point in time, or over a time period. Churned Logos are no longer active customers.
Downsell ARR is the difference in what an existing customer was paying (initial contract value) compared to what they pay now (current contract value), for customers that pay less now.
Compare the ARR from all customers you had 12 months ago to that same set of customers today. Expressed as a percentage, divide the ARR from those customers today by the ARR from 1 year ago, excluding upsell from any customer. This number will be between 0 and 100%.
Answers the question how many dollars in Sales and Marketing do you need to spend to acquire 1 customer. (Sales and Marketing Expenses/Number of Customers) - Time Constraint