Business Context

Databridge sells a B2B SaaS analytics platform to 1,200 enterprise accounts. The VP of Customer Success wants a clear metric framework for the Technical Account Management (TAM) team because gross revenue retention fell from 94% to 90% over the last two quarters, while product usage remained flat.

Metric Scenario

The TAM team supports 300 strategic accounts representing $24M in ARR. In the last quarter, 18 accounts churned ($1.6M ARR), 42 accounts downgraded ($2.1M ARR), and 55 accounts expanded ($3.4M ARR). Median executive business review completion dropped from 78% to 61%, average monthly active users per managed account fell from 420 to 390, and the share of accounts with at least one critical support escalation rose from 12% to 19%. Leadership is asking which metrics should define TAM success, which are leading vs lagging, and how to connect TAM activity to retention and expansion outcomes.

Requirements

1. Define the primary metric or small set of metrics you would use to measure TAM team success.
2. Distinguish leading indicators from lagging outcome metrics.
3. Propose a metric hierarchy linking TAM activities, customer health, retention, and expansion.
4. Explain how you would segment or decompose the metrics to diagnose underperformance.
5. Recommend what targets you would set for the next quarter.

Data Available

• accounts: account_id, segment, ARR, renewal_date, industry, region, TAM_owner
• product_usage_monthly: account_id, month, active_users, seats_purchased, feature_adoption_rate, login_days
• tam_activity_log: account_id, QBR_completed, success_plan_status, training_sessions, stakeholder_meetings, risk_flag_date
• support_tickets: account_id, severity, opened_at, resolved_at, escalation_flag
• renewals_expansion: account_id, renewal_status, churned_arr, downgraded_arr, expanded_arr