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Cost analysis

Operating costs rose 6% quarter-on-quarter, driven mainly by headcount and cloud infrastructure. Payroll remains the single largest line as Q3 hiring lands in full, while sales & marketing has become the fastest-growing category. Gross margin held at 71% despite the step-up in spend.

Payroll: +8% on Q3 hiring, now 46% of total cost
Sales & marketing: fastest-growing line, +12%
Cloud & infrastructure: flat to plan
G&A: steady as a share of revenue
Restructuring: one-off charge booked in Q3

Cost by centre ($M)

Payroll 46%
S&M 25%
Cloud 12%
G&A 17%

Most of the increase is one-time or tied to planned hiring, and unit economics are unchanged. We recommend holding sales & marketing at current levels through Q4 and revisiting cloud commitments at renewal to secure volume pricing.

simo

If we hire 4 AEs instead of 8, what's our EBITDA margin at year-end?

21.4%EBITDA margin

Four AEs instead of eight keeps S&M lighter through year-end, lifting margin 150 bps above the eight-hire plan. The trade-off is slower pipeline into next year.

The hard part was never the maths

It’s trusting numbers that keep changing — and getting to them fast.

No one knows which version is current

Budgets, forecasts and assumptions scattered across a dozen files, half already stale — and no version the team can align on.

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No spreadsheet model bends to every change. Adjusting one means reworking interlinked formulas and sanity-checking the whole model by hand — careful work, where one slip skews the output.

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If we hire 6 new AEs and raise list prices 5% in Q2, what happens to revenue growth and EBITDA margin?

simo

The Q2 price rise offsets the new AEs' ramp cost, so EBITDA margin holds at 20.1%. As they ramp through next year, revenue growth builds from 28% to 31% and the hires cover their fully-loaded cost midway through next year.

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