Business Context

AsanaFlow is a B2B project management SaaS used by mid-market teams to plan work, collaborate, and track delivery. The company launched a new project workspace experience 6 months ago, and leadership wants a clear framework for measuring whether projects on the platform are actually successful for customers and for the business.

Metric Scenario

In the last quarter, AsanaFlow had 4,800 customer accounts, 62,000 weekly active users, and 18,500 projects created. Of those projects, 11,200 reached a marked completion state. Among completed projects, 68% finished on or before the due date, 74% had at least 3 active collaborators, and 41% led to another project being created by the same team within 30 days. Account-level gross revenue retention was 91%, net revenue retention was 104%, and trial-to-paid conversion was 14%.

The VP of Product asks: "What metrics are essential for measuring project success, and how should we balance user value, team adoption, delivery outcomes, and business impact?" They want a recommended KPI hierarchy rather than a long list of disconnected metrics.

Requirements

1. Define the primary metric or KPI set you would use to measure project success.
2. Distinguish leading indicators from lagging indicators.
3. Explain how you would measure success at the project, team, and account level.
4. Propose a metric decomposition to diagnose poor performance.
5. Identify guardrails to avoid optimizing one metric at the expense of customer value.

Data Available

• projects: project_id, account_id, team_id, created_at, due_date, completed_at, status, template_used
• project_tasks: task_id, project_id, assignee_id, created_at, completed_at, overdue_flag
• user_activity: user_id, account_id, project_id, event_time, event_type, session_id
• billing_accounts: account_id, plan_tier, arr, renewal_date, expansion_arr, churn_flag
• trials_funnel: account_id, signup_date, workspace_created, first_project_created, invited_teammates, converted_to_paid