Worked Example · Elevate PMM Consulting
Persona-Aware SaaS Revenue Health Dashboard
A monthly view designed to make the same numbers relevant to two different product marketers — the one who owns net new logo and the one who owns expansion. Same dashboard, different read.
Created by Nancy Darish, Elevate PMM Consulting · elevatepmmconsulting.com
Example data only. Every number on this page is fabricated for the fictional company "Lumen Cloud." This is a worked example of what a personalized PMM dashboard could look like. The "AI Insights" panel below contains pre-written content styled to demonstrate the format — to make it generate insights live each month, you'd need a small backend that calls an LLM against your real ARR and retention data. Want to help your product marketing team drive real growth? Get in touch with Elevate PMM Consulting.

Lumen Cloud — Revenue Health Dashboard (Monthly)

B2B SaaS · Workflow Automation · ICP transition in progress (SMB → Mid-Market)
Reporting Period: April 2026
Last refresh: May 4, 2026 · Source: Salesforce + NetSuite
Executive summary · April 2026 · Plain English

The slowest month of the year

April was the slowest month of growth we've had in the last 12 months. We added $0.6M in new annual revenue. For comparison, we averaged $2.0M per month in Q1. So this was less than a third of our recent pace.

Two things drove the slowdown. First, fewer new customers signed on, and the share of those wins coming from our bigger-customer target dipped from 25% in March back to 22%. Second, more customers cancelled in April than in any month so far this year.

The leaky-bucket problem we flagged at the end of Q1 got worse. Our retention rate — how much of last year's revenue we kept — hit its lowest point in 12 months. The bucket is filling slower (less new water in) and leaking faster (more old water out) at the same time.

What this means: one month does not make a trend, but the direction is wrong on both fronts. May is the test. If new-customer wins bounce back and churn settles down, April was a bad month. If they don't, we have a real shift on our hands and the second-quarter forecast needs to come down.

View as:
Ending ARR
$54.5M
▲ +1.1% MoM · +39% YoY
Net New ARR (April)
$0.6M
▼ –71% vs Mar ($2.1M) · 12-mo low
GRR (Trailing 12-mo)
92.0%
▼ –0.7 pts MoM · 12-mo low
NRR (Trailing 12-mo)
104.0%
▼ –0.4 pts MoM
% New Logo from New ICP
22%
▼ –3 pts vs Mar · Target 50% by Year End

April 2026 — ARR Bridge

$53.9M became $54.5M. Only $0.6M of net new — the smallest movement in 12 months.

New Logo ARR by ICP — April

Where new-customer revenue came from this month.

NRR & GRR — Last 13 Months (Trailing 12-mo)

GRR has been sliding for 12 straight months. NRR followed once expansion stopped covering for it.

Monthly Net New ARR by Source — Last 13 Months

Green bars (new + expansion) vs red bars (contraction + churn). April's red got bigger.

Month-over-Month Summary — Last 6 Months

Every monthly movement on one row. April is highlighted.
Month Ending ARR Net New ARR New Logo Expansion Contraction Churn % New ICP GRR (T12M) NRR (T12M)
Nov 2025$46.9M$1.1M+$1.0M+$1.7M–$0.3M–$1.3M19%94.2%105.4%
Dec 2025$48.0M$1.1M+$1.1M+$1.7M–$0.4M–$1.3M22%94.1%104.8%
Jan 2026$49.8M$1.8M+$1.1M+$1.7M–$0.3M–$0.7M23%93.7%104.5%
Feb 2026$51.8M$2.0M+$1.3M+$1.8M–$0.4M–$0.7M24%93.2%104.4%
Mar 2026$53.9M$2.1M+$1.4M+$2.1M–$0.4M–$1.0M25%92.7%104.4%
Apr 2026$54.5M$0.6M+$0.9M+$1.5M–$0.5M–$1.3M22%92.0%104.0%

April 2026 — Retention by Customer Segment

Where the leak is. SMB churn picked up materially in April. The mid-market base is still small but holding.
Segment Customers Starting ARR (Apr 1) Expansion Contraction Churn GRR (T12M) NRR (T12M) Signal
SMB (Legacy ICP) 409 $34.7M +$1.0M –$0.3M –$1.0M 91.2% 103.9% Churn spike — investigate
Mid-Market (New ICP) 42 $13.5M +$0.4M –$0.1M –$0.2M 93.5% 106.0% Stable
Enterprise (Opportunistic) 11 $5.7M +$0.1M –$0.1M –$0.1M 95.8% 99.5% Stable
Total 462 $53.9M +$1.5M –$0.5M –$1.3M 92.0% 104.0% —

How to read this dashboard (monthly view)

The monthly version of this dashboard is for spotting changes early — the things a quarterly view averages out. A bad month inside a great quarter still shows up as a great quarter. A bad month inside a soft quarter looks the same as a steady decline. You can't tell the difference until you look month by month.

What's different from the quarterly view

Two things move differently month over month. Net New ARR is shown for the single month, so it swings more than the quarterly number. Expect noise. One soft month is not a crisis; three in a row is. NRR and GRR are still shown on a trailing 12-month basis, because single-month retention is too noisy to be useful. The trailing number smooths out and tells you the underlying direction. When the trailing 12-month line moves, something real has changed.

What to look at first, every month

Start with the executive summary at the top — that's the "what changed and what it means" in plain English. Then scan the five KPI tiles for any with red or amber borders. Those flag the metrics that moved meaningfully versus last month or versus a target. The month-over-month summary table is the workhorse: every movement on one row. Ignore the charts on a slow-news month. Use the charts when you need to explain what happened to someone else.

The story this month

Through Q1, the dashboard told a story of healthy growth with a hidden softness in retention. April amplified both halves of that story. New-customer wins slowed and the share from the new ICP went backwards. Churn jumped to a 12-month high, concentrated in the legacy SMB base. The trailing retention numbers — which usually move slowly — both ticked down, which means the underlying trend is real, not just one bad month.

What a leader should do with this view this month: (1) Find out what cancelled in SMB this month and whether it was random or shares a pattern (pricing, a competitor, a product issue). (2) Pressure-test the May new-logo pipeline — is the slowdown a real demand shift or did Q1 effort pull deals forward into March? (3) Hold the year-end "50% from new ICP" target steady for now, but flag the risk that if mid-market new-logo wins don't reaccelerate by end of May, the target slips.

What is intentionally NOT on this monthly dashboard

Pipeline coverage, win rates, sales activity, CAC — all valuable, all belong on the GTM dashboard. Mixing leading indicators (pipeline) with lagging indicators (retention) on one page makes both harder to read. This page stays focused on what already happened to ARR and what's holding or slipping in the customer base. The forward-looking dashboard sits beside this one.