Question 1

Active accounts by plan

Accepted Answer

Live count of accounts by plan, with movement over time. Example: "Number of active accounts by plan at the end of each of the last 6 months."

Question 2

Feature adoption among churn

Accepted Answer

What were churned accounts using (or not) before they left? Example: "Top 5 features adopted by accounts that churned in Q1, vs the same features for accounts that renewed."

Question 3

MRR movement breakdown

Accepted Answer

New / expansion / contraction / churn revenue movement. Example: "MRR movement broken down by new, expansion, contraction, and churn for the last 3 months."

Question 4

Time to activation

Accepted Answer

From signup to the first meaningful product event. Example: "Median time from signup to first project created, by acquisition channel."

Question 5

PQL conversion

Accepted Answer

Product-qualified lead → paid conversion by trigger event. Example: "Trial-to-paid conversion rate by the activation event the user hit first."

Question 6

Expansion candidates

Accepted Answer

Accounts approaching plan limits — sales prioritization. Example: "Accounts on the Starter plan that have used more than 80% of their query allowance this month."

SaaS & Technology

Questions you can ask on day one.