Key performance indicators (KPIs) are defined as the quantifiable measures used to determine how well a SaaS or recurring revenue organization meets its operational and strategic goals.

Predictive KPIs are those designed to inform and influence decision making. These are not limited to finance and operational KPIs; instead, they should include customer perception and market perception of the organization. As detailed below, customer perception can be measured by customer behavior, tracked in platforms such as Salesforce, to predict shifts up or down.