Not sure, if you're looking for managerial advice or financial; here is some managerial advice. When I ran my startups we focused being lean, specially if the ARPU is low or adoption/growth is slow but steady. You need to have a lean team who wears multiple hats. Also, train early on using CRMs to scale your efforts and make everyone replaceable. If anyone leaves you don't lose on those potential sales since another can easily pick up where the other has left. Don't worry too much about lifetime value. Your focus as a young startup is to delight your end users and or the gate keepers for your end users. Be lean but be committed to double down as needed to ensure that you have done your best to delight this target. If you focus too much on numbers you'll lose sight of what's important at each stage of your company and may act on wasted efforts.
Don't worry too much about what other companies are doing or their numbers, unless you are literally cloned identical efforts and teams and service - their numbers mean absolutely nothing to you. Focus on your efforts only which focus on delighting your end users, invest in automation, crm and less on people. Keep a small staff happy by investing in tools that help your sales staff's bottom line - closing deals.