This report provides a detailed breakdown of qbr 2024 en for managed service providers.
The data covers the full scope of Autotask PSA records relevant to this analysis, broken down by the key dimensions your team needs for day-to-day decisions and client reporting.
Who should use this: Account managers, MSP owners, and vCTOs preparing executive reviews
How often: Quarterly for scheduled QBRs, on-demand for executive briefings
A full-year overview of your MSP operations, revenue, expenses, sales, and business health. Generated automatically from your PSA data in seconds.
Every quarter, MSP owners spend hours pulling numbers from their PSA, accounting software, and CRM to fill in a spreadsheet for their peer group. The data is scattered, the formulas break, and by the time it is done, the quarter is already over.
With Proxuma's Power BI integration, this same report is generated in under two minutes. All numbers flow from your live PSA data. No copy-pasting. No broken formulas. Just ask the question and get the answer.
EVALUATE
ROW(
"TotalRevenue", SUM(BI_Autotask_Billing_Items[total_amount]),
"TotalCost", SUM(BI_Autotask_Billing_Items[our_cost]),
"NetProfitMargin", DIVIDE(
SUM(BI_Autotask_Billing_Items[total_amount]) - SUM(BI_Autotask_Billing_Items[our_cost]),
SUM(BI_Autotask_Billing_Items[total_amount])
),
"ActiveCompanies", DISTINCTCOUNT(BI_Autotask_Billing_Items[company_id])
)Headcount, endpoints, and agreement count across 2024. The company grew from 42 to 47 managed services agreements while maintaining a stable team of 18 FTE.
| Metric | Q1 | Q2 | Q3 | Q4 | Trend |
|---|---|---|---|---|---|
| Endpoints Managed | 630 | 648 | 660 | 680 | +7.9% |
| Seats Managed | 590 | 608 | 625 | 645 | +9.3% |
| Managed Services Agreements | 42 | 44 | 45 | 47 | +11.9% |
| Total Employees (FTE) | 18 | 18 | 18 | 18 | 0% |
| Support Desk Employees | 5 | 5 | 5 | 5 | 0% |
| Professional Services | 3 | 3 | 3 | 3 | 0% |
| Alignment Engineers | 2 | 2 | 2 | 2 | 0% |
| vCIO Employees | 1 | 1 | 1 | 1 | 0% |
| Technical Employees | 14 | 14 | 14 | 14 | 0% |
EVALUATE
SUMMARIZECOLUMNS(
'BI_Common_Dim_Date'[quarter_name],
"ActiveCompanies", DISTINCTCOUNT(BI_Autotask_Billing_Items[company_id]),
"TotalTickets", COUNTROWS(BI_Autotask_Tickets),
"TotalHoursWorked", SUM(BI_Autotask_Time_Entries[hours_worked])
)
ORDER BY 'BI_Common_Dim_Date'[quarter_name]Total revenue grew from €483K in Q1 to €597K in Q4. MRR was the dominant driver at 55-59% of all services revenue, growing consistently each quarter.
| Revenue Line | Q1 | Q2 | Q3 | Q4 | Full Year |
|---|---|---|---|---|---|
| Monthly Recurring Revenue (MRR) | €249,000 | €258,500 | €267,500 | €277,000 | €1,052,000 |
| Non-recurring Revenue (NRR) | €145,000 | €155,000 | €150,000 | €185,000 | €635,000 |
| Other Recurring Revenue (ORR) | €25,500 | €27,000 | €28,500 | €30,000 | €111,000 |
| All Services Revenue | €419,500 | €440,500 | €446,000 | €492,000 | €1,798,000 |
| Product Sales | €55,000 | €72,000 | €60,000 | €92,000 | €279,000 |
| Miscellaneous Revenue | €9,000 | €10,500 | €9,300 | €12,500 | €41,300 |
| Total Revenue | €483,500 | €523,000 | €515,300 | €596,500 | €2,118,300 |
EVALUATE
SUMMARIZECOLUMNS(
'BI_Common_Dim_Date'[quarter_name],
"Revenue", SUM(BI_Autotask_Billing_Items[total_amount]),
"Cost", SUM(BI_Autotask_Billing_Items[our_cost]),
"Profit", SUM(BI_Autotask_Billing_Items[total_amount]) - SUM(BI_Autotask_Billing_Items[our_cost])
)
ORDER BY 'BI_Common_Dim_Date'[quarter_name]Total expenses grew 11.5% across the year, driven by payroll and tools COGS. Owner compensation stayed flat in H1 and increased by €1,000/mo in H2.
| Expense Category | Q1 | Q2 | Q3 | Q4 | Full Year |
|---|---|---|---|---|---|
| Employee Expense | €216,000 | €219,000 | €222,000 | €225,000 | €882,000 |
| Owner Compensation | €45,000 | €45,000 | €48,000 | €48,000 | €186,000 |
| Product COGS | €36,500 | €47,500 | €39,500 | €60,700 | €184,200 |
| MRR Tools COGS | €54,600 | €56,400 | €58,200 | €60,000 | €229,200 |
| ORR COGS | €10,200 | €10,800 | €11,400 | €12,000 | €44,400 |
| All Other Expenses | €66,000 | €69,000 | €70,500 | €72,000 | €277,500 |
| Total Expenses | €428,300 | €447,700 | €449,600 | €477,700 | €1,803,300 |
EVALUATE
SUMMARIZECOLUMNS(
'BI_Common_Dim_Date'[quarter_name],
"TotalCost", SUM(BI_Autotask_Billing_Items[our_cost]),
"BillingItems", COUNTROWS(BI_Autotask_Billing_Items),
"AvgCostPerItem", DIVIDE(SUM(BI_Autotask_Billing_Items[our_cost]), COUNTROWS(BI_Autotask_Billing_Items))
)
ORDER BY 'BI_Common_Dim_Date'[quarter_name]Ticket volume grew 6.7% across the year while the close rate stayed above 100% in every quarter, meaning the team consistently cleared their backlog. Average resolution time held steady at ~1.49 hours per ticket.
| Metric | Q1 | Q2 | Q3 | Q4 |
|---|---|---|---|---|
| Reactive Tickets Created | 1,190 | 1,215 | 1,195 | 1,270 |
| Reactive Tickets Closed | 1,195 | 1,220 | 1,200 | 1,285 |
| Total Close % | 100.4% | 100.4% | 100.4% | 101.2% |
| Reactive Hours (total) | 1,785 | 1,823 | 1,792 | 1,906 |
| Tickets / SD Tech / Month | 79.7 | 81.3 | 80.0 | 85.7 |
| Tickets / Seat / Month | 0.68 | 0.67 | 0.64 | 0.66 |
| RHEM (Hours / Seat / Mo) | 1.02 | 1.01 | 0.97 | 0.99 |
| Avg Resolution Time (hrs) | 1.49 | 1.49 | 1.49 | 1.48 |
| Reactive Service % | 24.1% | 24.6% | 24.2% | 25.8% |
EVALUATE
SUMMARIZECOLUMNS(
'BI_Common_Dim_Date'[quarter_name],
"TicketsCreated", COUNTROWS(BI_Autotask_Tickets),
"TicketsClosed", CALCULATE(COUNTROWS(BI_Autotask_Tickets), BI_Autotask_Tickets[status_name] = "Complete"),
"AvgResolutionDays", AVERAGE(BI_Autotask_Tickets[resolved_due_age_days]),
"TotalHoursWorked", SUM(BI_Autotask_Time_Entries[hours_worked])
)
ORDER BY 'BI_Common_Dim_Date'[quarter_name]Net profit margin improved from 11.4% in Q1 to 19.9% in Q4, driven by MRR growth outpacing expense increases. Full-year net profit was €315,000 on €2.12M revenue.
| Metric | Q1 | Q2 | Q3 | Q4 | Full Year |
|---|---|---|---|---|---|
| Total Revenue | €483,500 | €523,000 | €515,300 | €596,500 | €2,118,300 |
| Total Expenses | €428,300 | €447,700 | €449,600 | €477,700 | €1,803,300 |
| Net Profit | €55,200 | €75,300 | €65,700 | €118,800 | €315,000 |
| Net Profit % | 11.4% | 14.4% | 12.7% | 19.9% | 14.9% |
| % Revenue from Services | 86.8% | 84.2% | 86.6% | 82.5% | 84.9% |
| % Services from MRR | 59.4% | 58.7% | 60.0% | 56.3% | 58.5% |
EVALUATE
ADDCOLUMNS(
SUMMARIZECOLUMNS(
'BI_Common_Dim_Date'[quarter_name],
"Revenue", SUM(BI_Autotask_Billing_Items[total_amount]),
"Cost", SUM(BI_Autotask_Billing_Items[our_cost])
),
"NetProfit", [Revenue] - [Cost],
"Margin", DIVIDE([Revenue] - [Cost], [Revenue])
)
ORDER BY 'BI_Common_Dim_Date'[quarter_name]The sales team closed 20 new agreements with €38,900 in new monthly recurring revenue across 2024. The close ratio averaged 33-39%, well above the peer group target of 15-30%.
| Sales Activity | Q1 | Q2 | Q3 | Q4 |
|---|---|---|---|---|
| Telemarketing Dials | 980 | 990 | 975 | 1,090 |
| First Time Appts | 12 | 15 | 12 | 18 |
| Prospects to PBR | 9 | 12 | 9 | 14 |
| New Agreements | 4 | 5 | 4 | 7 |
| New Logo MRR | €7,500 | €10,000 | €7,900 | €13,500 |
| Sales KPIs | Q1 | Q2 | Q3 | Q4 |
|---|---|---|---|---|
| Dials / Appointment | 82 | 66 | 81 | 61 |
| Sales Close % | 33% | 33% | 33% | 39% |
EVALUATE
ROW(
"TotalOpportunities", COUNTROWS(BI_Autotask_Opportunities),
"WonDeals", CALCULATE(COUNTROWS(BI_Autotask_Opportunities), BI_Autotask_Opportunities[status_name] IN {"Closed", "Implemented"}),
"TotalPipelineValue", SUM(BI_Autotask_Opportunities[amount]),
"WonValue", CALCULATE(SUM(BI_Autotask_Opportunities[amount]), BI_Autotask_Opportunities[status_name] IN {"Closed", "Implemented"}),
"CloseRate", DIVIDE(
CALCULATE(COUNTROWS(BI_Autotask_Opportunities), BI_Autotask_Opportunities[status_name] IN {"Closed", "Implemented"}),
COUNTROWS(BI_Autotask_Opportunities))
)Net MRR grew every quarter. Churn cost €9,100 across the year (6 lost agreements), but new logo acquisition and existing account growth more than compensated.
| MRR Movement | Q1 | Q2 | Q3 | Q4 | Full Year |
|---|---|---|---|---|---|
| New Logo MRR | +€7,500 | +€10,000 | +€7,900 | +€13,500 | +€38,900 |
| Existing MRR Growth | +€3,500 | +€3,300 | +€3,900 | +€5,100 | +€15,800 |
| Existing MRR Decrease | -€1,200 | -€1,000 | -€850 | -€750 | -€3,800 |
| Lost MRR (Churn) | -€3,700 | -€1,800 | -€2,100 | -€1,500 | -€9,100 |
| Lost Agreements (#) | 2 | 1 | 2 | 1 | 6 |
| Net MRR Gain | +€6,100 | +€10,500 | +€7,850 | +€16,550 | +€41,000 |
EVALUATE
SUMMARIZECOLUMNS(
'BI_Common_Dim_Date'[quarter_name],
"Revenue", SUM(BI_Autotask_Billing_Items[total_amount]),
"NewCompanies", DISTINCTCOUNT(BI_Autotask_Billing_Items[company_id]),
"BillingItems", COUNTROWS(BI_Autotask_Billing_Items)
)
ORDER BY 'BI_Common_Dim_Date'[quarter_name]Key efficiency metrics compared against peer group benchmarks. Average AISP at €141-146 sits in the €100-€150 target range. Service revenue per employee crossed the €150K annual benchmark in Q3.
| Leverage Metric | Q1 | Q2 | Q3 | Q4 | Target |
|---|---|---|---|---|---|
| Ann. Svc Revenue / Employee | €139,778 | €146,833 | €148,667 | €164,000 | €150,000 |
| Ann. Svc Revenue / Tech Employee | €179,571 | €188,786 | €191,143 | €210,857 | €250,000 |
| Seats / SD Employee | 118 | 122 | 125 | 129 | |
| Tools COGS % of Svc Rev | 13.0% | 12.8% | 13.0% | 12.2% | |
| Tools COGS / Seat (monthly) | €30.85 | €30.92 | €31.20 | €31.01 | |
| Payroll % of Svc Revenue | 62.2% | 60.0% | 60.5% | 55.5% | |
| MRR / SD Employee | €16,600 | €17,167 | €17,833 | €18,467 | |
| MRR / Alignment Engineer | €41,500 | €42,917 | €44,583 | €46,167 | |
| MRR / vCIO | €83,000 | €85,833 | €89,167 | €92,333 | |
| NRR / PS Employee | €48,333 | €51,667 | €50,000 | €61,667 | |
| NRR to MRR Ratio | 0.58 | 0.60 | 0.56 | 0.67 | 0.32 |
| Average AISP | €141 | €142 | €143 | €146 | €100-€150 |
| Average MRR / Agreement | €1,976 | €1,955 | €1,978 | €1,979 | €1,800-€3,000 |
| Product Margin | 33.6% | 34.0% | 34.2% | 34.0% |
EVALUATE
ADDCOLUMNS(
SUMMARIZECOLUMNS(
'BI_Common_Dim_Date'[quarter_name],
"Revenue", SUM(BI_Autotask_Billing_Items[total_amount]),
"Cost", SUM(BI_Autotask_Billing_Items[our_cost]),
"HoursWorked", SUM(BI_Autotask_Time_Entries[hours_worked]),
"ActiveCompanies", DISTINCTCOUNT(BI_Autotask_Billing_Items[company_id])
),
"RevenuePerCompany", DIVIDE([Revenue], [ActiveCompanies]),
"ProfitMargin", DIVIDE([Revenue] - [Cost], [Revenue]),
"EffectiveRate", DIVIDE([Revenue], [HoursWorked])
)
ORDER BY 'BI_Common_Dim_Date'[quarter_name]The Turning Point (revenue minus expenses plus owner compensation) shows how much the business produces before the owner is paid. All quarters show positive and growing health.
| Health Metric | Q1 | Q2 | Q3 | Q4 |
|---|---|---|---|---|
| Turning Point (quarterly) | €100,200 | €120,300 | €113,700 | €166,800 |
| Existing MRR Performance | +0.9% | +0.9% | +1.1% | +1.6% |
| Net MRR Gain | +€6,100 | +€10,500 | +€7,850 | +€16,550 |
| Net MRR Gain % | +2.4% | +4.1% | +2.9% | +6.0% |
EVALUATE
ADDCOLUMNS(
SUMMARIZECOLUMNS(
'BI_Common_Dim_Date'[quarter_name],
"Revenue", SUM(BI_Autotask_Billing_Items[total_amount]),
"Cost", SUM(BI_Autotask_Billing_Items[our_cost])
),
"NetProfit", [Revenue] - [Cost],
"ProfitMargin", DIVIDE([Revenue] - [Cost], [Revenue]),
"CostRatio", DIVIDE([Cost], [Revenue])
)
ORDER BY 'BI_Common_Dim_Date'[quarter_name]The numbers tell a clear story. This MSP grew revenue by 23% from Q1 to Q4 while keeping headcount flat at 18 FTE. Profit margin nearly doubled from 11.4% to 19.9% in the same period. Here is what stands out from the data.
Automatically generated observations from the data patterns.
Quarterly MRR grew from €249K to €277K (+11.2%) while total expenses grew from €428K to €478K (+11.5%). Revenue growth at 23.4% is more than double the expense growth rate.
The sales close ratio of 33-39% exceeds the peer group target of 15-30%. The sales team is converting appointments into agreements at a high rate, with Q4 hitting 39%.
At 0.56-0.67, the NRR-to-MRR ratio is well above the 0.32 benchmark. A large share of revenue comes from project work. While profitable today, shifting more toward MRR would create more predictable cash flow.
Annualized service revenue per technical employee (€180K-€211K) is below the €250K peer group target. Growing the seat base without adding technical staff would close this gap.
AISP of €141-€146 per seat falls within the €100-€150 target range. Pricing is competitive without leaving money on the table.
Close percentage above 100% in all four quarters means the team is consistently clearing more tickets than are coming in. No growing backlog, and resolution time stayed flat at 1.49 hours.
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