Q2 Business Performance Executive Update

CONTENTS

01

Executive Summary & Key Insights

02

Performance Breakdown & Root Cause Analysis

03

Segment Deep Dive & Competitive Position

04

Recommended Actions & 90-Day Roadmap

Executive Summary & Key Insights

Core Findings

Revenue grew quarter over quarter, driven primarily by enterprise expansion and larger deal sizes.

Customer acquisition cost increased despite revenue growth, signaling declining efficiency.

Self-serve conversion, down from 3.2% in Q1.

Enterprise customers now represent 62% of total revenue, up from 54% in Q1

Strategic Imperative

Growth remains strong, but acquisition efficiency is weakening. The immediate priority is to double down on enterprise momentum while improving self-serve activation to protect long-term profitability.

Performance Breakdown & Root Cause Analysis

Metric

Q1

Q2

Change

Trend

Total Revenue

$8.2M

$9.7M

+18%

↑

Enterprise Revenue

$4.4M

$6.0M

+36%

↑↑

SMB/Self-Serve Revenue

$3.8M

$3.7M

-3%

↓

CAC (Enterprise)

$4,200

$4,700

+12%

↓

CAC (Self-Serve)

$800

$950

+19%

↓↓

Self-Serve Conversion Rate

3.2%

2.9%

-8%

↓

LTV/CAC Ratio

4.1x

3.6x

-12%

⚠

Enterprise Growth Driver

Sales headcount +40% and longer cycles captured larger enterprise deals.

Self-Serve Decline

Onboarding friction and stronger competition reduced free-trial conversion.

CAC Inflation

Paid channels saw 15–20% cost increases, especially PPC and LinkedIn.

LTV Compression

Lower-tier self-serve churn rose, limiting revenue growth versus CAC.

Segment Deep Dive & Competitive Position

New ARR, Avg Deal Size and Churn by Segment

Enterprise segment shows strong unit economics with 115% NRR and low churn, validating premium offering strategy. However, over-reliance on enterprise (62% of revenue) creates concentration risk. Self-serve segment deterioration must be reversed to diversify revenue streams and capture early-stage customer cohorts that mature into enterprise contracts.

Recommended Actions & 90-Day Roadmap

Enterprise Outbound

Increase budget by 35%, hire 2 AEs, and launch ABM for 200 target accounts.

Self-Serve Activation

Invest $120K in onboarding, trial experience, and feature discovery improvements.

Paid Acquisition

Cut broad-match PPC by 40% ，shift spend to intent-based channels.

Milestone

Target

Owner

Success Metric

Enterprise Pipeline

$3.2M new ACV

VP Sales

15+ qualified opportunities

Self-Serve Conversion

3.5% (recover to Q1)

Product Lead

+20% activation

CAC Efficiency

CAC ratio <$900

CMO

Cost per trial <$750

LTV/CAC Ratio Recovery

4.2x

Finance

Improve by 0.6x