If your revenue is highly concentrated, as I learned at PayPal, the total number of customers matters less than the value of each customer. In that case, align the team around usage with a North Star (and pricing) that tracks usage. If your customers are all worth similar amounts, like users of a meditation app, small business accounting software, or direct-to-consumer ecommerce, you want to focus on increasing the total number of customers. In that case, you’d want a “number of active users” North Star. Is
