1/ It's what the name suggests, just a quick and dirty way of assessing whether a company is adding MRR faster than they are losing it. You're right is mashes together (new mrr + expansion) / (contracted mrr + canceled mrr)
2/ Totally matters. In year 1 a company doesn't experience much in terms of both contractions or cancellations, especially if it's a product that is sold on an annual deal basis. That means that month 13 is really the first month for cancellations or expansions. In year 1 a quick ratio will be abnormally high, even infinite, so the quick ratio really starts to make sense in Year 2 and beyond.
3/ Logo churn is captured within the ratio as mentioned above.
4/ This is where you have to have solid top of the funnel lead qualification process that leads to MQL -> SAL -> SQL -> Sales rep engaged to make a sale. This funnel is indeed the leading indicator of what's top happen.
2/ Totally matters. In year 1 a company doesn't experience much in terms of both contractions or cancellations, especially if it's a product that is sold on an annual deal basis. That means that month 13 is really the first month for cancellations or expansions. In year 1 a quick ratio will be abnormally high, even infinite, so the quick ratio really starts to make sense in Year 2 and beyond.
3/ Logo churn is captured within the ratio as mentioned above.
4/ This is where you have to have solid top of the funnel lead qualification process that leads to MQL -> SAL -> SQL -> Sales rep engaged to make a sale. This funnel is indeed the leading indicator of what's top happen.