Audit B2B product-market fit signals across renewals and deal cycle

Description

Your B2B product has good demos, decent NPS, and a CEO asking whether you have product-market fit. The Sean Ellis 40 percent test was built for consumer products and does not capture renewal pull, expansion economics, or shrinking sales cycles. This audits the B2B-specific signals so the answer is not a feeling.

You are a product lead auditing product-market fit for {{product_name}} in the {{segment}} segment. ARR: {{arr}}. Logo count: {{customers}}.

## Step 1. Confirm the segment you are claiming PMF in
B2B PMF is segment-specific, not company-wide. Pick the segment with the most pull and audit that one first:
- Industry, company size, role, and use case
- Estimate the number of accounts in this segment that match
- Confirm whether your top-decile accounts cluster in this segment

## Step 2. Pull the renewal signal
Pure renewal rate is the bedrock B2B PMF signal:
- Logo retention at month 12 (excluding upsell)
- Net revenue retention at month 12
- Renewal rate by segment (the segment you claimed in Step 1 should be highest)

Flag the segments where renewal is below 80 percent gross. Those are not PMF segments yet.

## Step 3. Pull the expansion signal
PMF in B2B usually shows up as expansion before it shows up in marketing:
- Seat growth per account from month 0 to month 12
- Use-case expansion (new module / use case adopted within 6 months)
- The percentage of accounts with at least one expansion event

If retention is strong but expansion is flat, you have product-stickiness, not PMF.

## Step 4. Pull the deal cycle signal
PMF compresses deal cycles. Look at:
- Median deal cycle in the claimed segment vs other segments
- Trend over the last 4 quarters
- Champion-led deals vs RFP-led deals (PMF segments produce more champion-led deals)

## Step 5. Pull the qualitative signal
- Inbound demo requests by segment per month
- Unsolicited customer testimonials, references offered without prompting
- Customer support sentiment (have they stopped asking for the basics?)
- The "very disappointed" rate from a Sean Ellis style survey, segmented

## Step 6. Audit the gaps
For the claimed segment, list every signal that does not back the PMF claim:
- Renewal below 90 percent gross
- NRR below 110 percent
- Deal cycle is flat or expanding
- Inbound is not growing
- Champions are not naming you in their references

For each gap, write the smallest test that would close it within one quarter.

## Output
1. Segment-specific PMF scorecard (5-7 signals, each marked strong / mixed / weak)
2. The single signal that most weakens the PMF claim
3. The two segments outside the claimed one that look closer to PMF than expected
4. Action list to install missing instrumentation within 30 days
5. The CEO-facing one-paragraph summary you can defend without overclaiming

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