Home/Platform
The platform

The complete KPI framework, connected and always current.

NumLK pulls from QuickBooks, Stripe, HubSpot, and your other core systems to give you one standardized view of your entire business performance—the same format investors use to evaluate companies. Expenses. Revenue. Unit economics. Profitability. Market value.

See features
Why a framework

The chain matters more
than the individual numbers.

A great MRR number means little if NRR is 88%. A 3.5× LTV:CAC means little if gross margins are 32%. Investors don't read metrics in isolation—they read the chain. NumLK is the only platform built to render that chain end-to-end.

L01
Expenses
where every dollar goes
L02
Revenue
topline & retention
L03
Unit Economics
does the model work
L04
Profitability
growth + margin balance
L05
Market Value
what investors will pay

Each layer feeds the next. Each one drives the multiple you earn.

Layer 01

Expense breakdown.
The foundation.

Know where every dollar goes before reasoning about anything else. NumLK categorizes spend by COGS, R&D, S&M, and G&A automatically—so burn isn't a single number, it's a story you can defend.

  • COGS — true cost to serve each customer, calculated from your books and infra spend.
  • R&D, S&M, G&A — see how you're betting on growth versus running the company.
  • Burn rate & runway — gross and net burn alongside cash position, updated daily.
  • Headcount cost — fully-loaded, departmental, and as % of revenue.
KPIWhat it answersBenchmark
COGS %Cost to deliver service≤ 30%
R&D %Investment in product15–25%
S&M %Cost of growth30–50%
G&A %Operating overhead≤ 15%
Net BurnMonthly cash consumptionstage-aware
RunwayMonths of cash remaining18+ mo
Layer 02

Revenue & growth.
The topline story.

ARR is the headline. NRR is the truth. NumLK separates the four motions of revenue—new, expansion, contraction, and churn—so you and your investors can see exactly what's driving each dollar.

  • ARR & MRR — recurring revenue, normalized across billing terms.
  • NRR — the most important retention metric. Above 100% means existing customers fund growth.
  • Gross retention, logo retention, expansion MRR, contraction MRR, dollar churn, logo churn.
  • Cohort analysis by month, channel, and ICP segment.
KPIWhat it answersBenchmark
ARRAnnualized recurring revenuegrowth-aware
MRR GrowthMonth-over-month %≥ 10%
NRRNet revenue retention≥ 110%
GRRGross revenue retention≥ 90%
Logo ChurnAnnualized customer churn≤ 7%
Expansion %Upsell as % of new ARR≥ 30%
Layer 03

Unit economics.
Where the model is proven.

Growth without unit economics is a treadmill. NumLK builds your CAC, LTV, payback, and magic number from raw spend and customer data—no spreadsheet engineering required.

  • LTV : CAC — ratio of customer lifetime value to acquisition cost. 3× minimum.
  • CAC payback — months until acquisition cost is recovered. Under 18 months target.
  • Magic number — sales efficiency ratio. Above 1.0 means it's time to scale.
  • Blended & segment-level views — measure paid vs organic, SMB vs enterprise.
KPIWhat it answersBenchmark
CACCost to acquire a customersegment-aware
LTVCustomer lifetime valuegrows with NRR
LTV : CACReturn per acquisition $≥ 3.0×
CAC PaybackMonths to recover CAC≤ 18 mo
Magic NumberSales efficiency≥ 1.0
Quick RatioGrowth quality≥ 4.0
Layer 04

Profitability.
The Rule of 40 balancing act.

80% growth at -40% margin is fine. 10% growth at -30% margin is not. NumLK tracks both sides of the equation and shows you exactly where you sit on the efficiency frontier.

  • Gross margin — the ceiling on every other metric. 70%+ for SaaS.
  • Rule of 40 — growth % + EBITDA margin %, the headline efficiency number.
  • EBITDA margin, operating margin, free cash flow margin.
  • Path-to-profitability scenarios with adjustable hiring and growth assumptions.
KPIWhat it answersBenchmark
Gross MarginRevenue minus cost of revenue≥ 70%
Rule of 40Growth + EBITDA margin≥ 40
EBITDA MarginOperating profitabilitystage-aware
FCF MarginCash conversion qualitytrending +
Operating MarginProfitability before financingtrending +
Burn Multiple$ burned per $ of new ARR≤ 2.0
Layer 05

Market value.
What every layer rolls up to.

The ARR multiple you earn is a function of growth rate, NRR, and gross margin. NumLK shows your live multiple alongside public-comp benchmarks—so you walk into every funding conversation already grounded.

  • ARR multiple — the primary SaaS valuation lens, benchmarked against your peer set.
  • TAM penetration — how much of the addressable market remains.
  • Pipeline coverage — qualified pipeline ÷ quota across the next two quarters.
  • ARR per FTE — the operational efficiency metric investors increasingly anchor on.
KPIWhat it answersBenchmark
ARR MultipleImplied valuation lenspeer-relative
TAM PenetrationMarket share remaining≤ 5% (early)
Pipeline Coverage2-quarter forward visibility≥ 3.0×
ARR / FTECapital & people efficiency≥ $200K
Win RateLate-stage conversion≥ 25%
Sales CycleTime from qualified to closedsegment-aware
See it on your numbers

Plug in your stack.
See the full chain in 24 hours.

A demo with your own data—not a generic walkthrough. We'll show you exactly where your story is strong and where investors will push.

See features