Marketing and CEO Metrics Formula Calculator

Growth & CEO Dashboard
Marketing & CEO Metrics Calculator
A full-funnel calculator from awareness to financial health — 6 sections, live computed outputs, and 5-year projections.
Enter values in amber input boxes. All metrics update automatically.
Day
Night
S1 Awareness
— visitors
→
S2 Organic Leads
— leads
→
S3 Paid Leads
— paid leads
→
S4 Closed Won
— deals
→
S5 MRR
— MRR
→
S6 Runway
— runway
Organic & Paid Growth
1
Awareness Metrics
Views · Engagement · Visitors
Metric
Value
Benchmark + status
Awareness & Reach
Views / impressions — this month
Growth > 10% MoMEnter value
Views / impressions — last month
Enter value
MoM impressions growth %
(This − Last) / Last × 100
—
> 10% MoMEnter values
Engagement (likes + shares + comments)
Enter value
Engagement rate %
(Engagement / Impressions) × 100
—
2% – 5%Enter values
Followers / subscribers (total)
Consistent uptrendEnter value
Website unique visitors → S2→ S4
High intent trafficEnter value
2
Organic Growth Metrics
K-Factor · Outreach · Lead Capture
Metric
Value
Benchmark + status
Virality K-Factor
Current active users
Enter value
Total invitations / referrals sent
Enter value
Referral / infection rate (i)
Total invitations / Active users
—
> 2.0Enter values
Invited users who converted
Enter value
K-Factor
Infection Rate × (Converted / Total Invited)
—
> 1.0Enter values
Outreach
Total emails sent
Enter value
Total replies received
Enter value
Email reply rate %
Replies / Emails Sent × 100
—
15% reply rateEnter values
Lead Capture uses S1 visitors
Waitlist sign-ups
Enter value
Waitlist conversion rate %
Waitlist / Visitors × 100
—
10% – 20%Enter values
Lead magnet downloads
Enter value
Lead magnet conversion rate %
Downloads / Visitors × 100
—
5% – 15%Enter values
Demo requests
Enter value
Demo requests lead conv. rate %
Demo Requests / Visitors × 100
—
2% – 5%Enter values
Total leads (non marketing qualified) → S4
Waitlist + Lead Magnet + Demo Requests
—
Computed
Organic MQLs → S4
Enter value
Organic MQL conversion rate %
MQLs / Total Leads × 100
—
30% to SQLEnter values
3
Paid Growth & Marketing Spend
Ad Spend · CPL · ROAS · MER
Metric
Value
Benchmark + status
Total leads from paid ads → S4
Enter value
Total ad spend
Enter value
Total marketing spend (non-paid)
Events, brand, content spend
Enter value
Total sales spend
CRM, tools, events
Enter value
Total spend on growth
Enter value
Total spend for new customer acquisition → S5 CAC
Enter value
CPL — cost per lead
Ad Spend / Total Paid Leads
—
Industry dependentEnter values
Total company revenue (for MER)
Enter value
MER — marketing efficiency ratio
Total Revenue / Total Spend on Growth
—
> 3.0Enter values
Ad Revenue
Total ad revenue
Enter value
ROAS — return on ad spend
Ad Revenue / Ad Spend
—
> 3.0xEnter values
4
Monthly New Sales Pipeline
Leads ← S2+S3 · Demo · Closed Won
Metric
Value
Benchmark + status
Total leads ← S2+ S3
Organic Total Leads + Paid Leads
—
Auto-linked
MQLs ← S2
Organic MQLs from Section 2
—
30% of total leadsAuto-linked
MQL rate %
MQLs / Total Leads × 100
—
> 30%Auto-linked
SQLs (Sales Qualified Leads)
Enter value
SQL rate %
SQLs / MQLs × 100
—
> 30%Enter values
Estimated avg deal size
Enter value
Estimated pipeline value → S5
SQLs × Avg Deal Size
—
Computed
Demo Stage
Demo complete
Enter value
Demo completed rate %
Demo Completed / SQLs × 100
—
50% – 70%Enter values
Closed won deals → S5
Enter value
Sales conversion rate %
Closed Won / Demo Completed × 100
—
15% – 30%Enter values
Revenue & Unit Economics
5
Revenue Metrics
MRR composition · Unit economics · Magic Number
Metric
Value
Status
MRR Composition
Total active customers
Enter value
Total active MRR
Enter value
Total new customers acquired
Enter value
Total new acquired MRR
Enter value
Lost customers
Enter value
Churned MRR
Enter value
Expansion MRR (upsells / upgrades)
Enter value
Total MRR → S6
Active + New − Churned + Expansion
—
MoM growthComputed
Revenue churn rate %
Churned MRR / Active MRR × 100
—
< 2% monthlyEnter values
Annual recurring revenue (ARR)
Total MRR × 12
—
Computed
NRR — net revenue retention %
(Active + Expansion − Churned) / Active × 100
—
> 100%Enter values
Metric
Value
Status
Unit Economics
ARPU — avg revenue per user (annual)
ARR / Active Customers
—
Growing over timeEnter values
Monthly ARPU → S6 payback
Total MRR / Active Customers
—
Computed
Avg customer lifespan (months)
Entered
CAC — customer acquisition cost uses S3→ S6
S3 New Cust. Spend / New Customers
—
< 1/3 of LTVEnter values
LTV — customer lifetime value → S6
Monthly ARPU × Avg Customer Lifespan
—
> 3x CACEnter values
Magic Number
Quarterly net new ARR (this quarter)
Enter value
Growth spend (previous quarter)
Enter value
Magic number
Net New ARR / Prev Quarter Growth Spend
—
> 0.75 | > 1.0 = world-classEnter values
CEO & Financial Health
6
CEO & Financial Health
Burn · Runway · LTV:CAC · Payback — aggregates all upstream sections
Metric
Value
Status
Burn & Runway
Net monthly burn
Enter value
Current bank balance
Enter value
Cash runway (months)
Bank Balance / Monthly Net Burn
—
18+ monthsEnter values
Burn multiple
Net Monthly Burn / (Net New ARR / 3)
—
< 1.5Enter values
Metric
Value
Status
Unit Economics Ratios from S5
LTV ← S5
Auto from Section 5
—
Auto-linked
CAC ← S5
Auto from Section 5
—
Auto-linked
LTV : CAC ratio
LTV / CAC
—
3:1 minimumEnter values
CAC payback period (months)
CAC / Monthly ARPU
—
< 12 monthsEnter values
5-Year Growth Projections
Option A — Fixed assumptions
50% YoY MRR · 40% customer growth · -10% CAC/yr
YearMRRARRCustomersARPU/moCACLTVLTV:CACRunway
Enter values above to populate projection
Option B — Adjustable assumptions
Use sliders to model growth scenarios
YearMRRARRCustomersARPU/moCACLTVLTV:CACRunway
Enter values above to populate projection
Marketing & CEO Metrics Calculator · All calculations update in real time · Use "Save as PDF" to export a snapshot