Professional Documents
Culture Documents
0 Bookings Metrics
For companies that book primarily monthly contracts
Axis Title
% Net MRR Churn 1.6% 2.1% 1.6% 1.7% 0.4% 1.1% (Churned MRR - Expansion MRR)/Last months Ending MRR % MRR Expansion
1.5%
1.0%
Customer Engagement Score 121 120 125 126 130 135 The average Customer Engagement Score across the customer base 1.0%
Net Promoter Score 28 27 29 32 33 35 0.5%
0.5%
Unit Economics (new customers) Jan Feb Mar Apr May Jun 0.0% 0.0%
LTV $ 21,738 $ 16,834 $ 22,519 $ 23,457 $ 24,572 $ 25,716 ARPA * Gross Margin % / %MRR Churn Rate Jan Feb Mar Apr May Jun Jan Feb Mar Apr May Jun
CAC $ 8,750 $ 8,571 $ 8,605 $ 8,261 $ 8,125 $ 7,692 Adjusted Sales & Marketing expense / # of new Customers
LTV to CAC Ratio 2.5 2.0 2.6 2.8 3.0 3.3 LTV/CAC
Months to Recover CAC 19 19 18 18 17 17 CAC/(ARPA * GM%) Average Deal Size $'s Avg MRR Average Months
$4,500 (for new customers) paid upfront
$4,000 $575 8.0
Cash & Deferred Revenue Jan Feb Mar Apr May Jun 5,000
Change in Cash
Ending Cash 4,800
Deferred Revenue Tracks what has been billed, but can't yet be recognized as revenue
4,600
Conversion from Visitors to Trials
5.4%
4,400
Funnel Metrics Jan Feb Mar Apr May Jun 5.2%
Vistors to Web Site 4,700 5,178 4,574 4,923 5,000 5,170 4,200
Jan Feb Mar Apr May Jun 5.0%
Conversion from Visitors to Trials 5.0% 4.5% 4.7% 5.2% 4.8% 5.3%
Trials in progress 235 233 215 256 240 274 4.8%
Conversion from Trials to Purchase 17% 18% 20% 18% 20% 19%
Trials in progress 4.6%
300 4.4%
Sales Metrics Jan Feb Mar Apr May Jun
250 4.2%
No of FTE Sales reps 6 6.5 7 7.5 8 8.5 FTE = Full Time Equivalent (equivalent # of fully productive reps)
Quota per sales rep $ 4.2 $ 4.2 $ 4.2 $ 4.2 $ 4.2 $ 4.2 MRR value of new customers signed 200 4.0%
Jan Feb Mar Apr May Jun
Forecasted Sales Capacity $ 25.0 $ 27.1 $ 29.2 $ 31.3 $ 33.3 $ 35.4 # of FTE reps * quota (should translate into New MRR Bookings)
Coverage ratio for plan 1.2 1.2 1.2 1.2 1.2 1.2 Forcasted Sales Capacity / Bookings plan 150
- 20%
Jan Feb Mar Apr May Jun
18%
# of new Customers
60
16%
50
14%
40 Jan Feb Mar Apr May Jun
30
20
10
-
Jan Feb Mar Apr May Jun
7 $3.6
6
$3.5
5
4
$3.4
3
2 $3.3
1
0 $3.2
Jan Feb Mar Apr May Jun Jan Feb Mar Apr May Jun
Unit Economics
$25,000
$20,000
LTV
CAC
$15,000
$10,000
$5,000
$-
Jan Feb Mar Apr May Jun
1.5 17
1.0
16
0.5
- 15
Jan Feb Mar Apr May Jun Jan Feb Mar Apr May Jun
$20.0
$400.0
Net New MRR
$15.0
$10.0 $300.0
Expansion MRR
$5.0
$200.0
$-
Jan Feb Mar Apr May Jun
$(5.0) $100.0
$120
% MRR Expansion
1.5% $100
$80
1.0% $60
$40
0.5%
$20
0.0% $-
Jan Feb Mar Apr May Jun Jan Feb Mar Apr May
5,200
5,000
4,800
4,600
Conversion from Visitors to Trials
5.4%
4,400
5.2%
4,200
Jan Feb Mar Apr May Jun 5.0%
4.8%
300 4.4%
250 4.2%
200 4.0%
Jan Feb Mar Apr May J
150
100
Conversion from Trials to Purchase
22%
50
- 20%
Jan Feb Mar Apr May Jun
18%
# of new Customers
60
16%
50
14%
40 Jan Feb Mar Apr May J
30
20
60
16%
50
14%
40 Jan Feb Mar Apr May J
30
20
10
-
Jan Feb Mar Apr May Jun
0 $- $38.0
Jan Feb Mar Apr May Jun Jan Feb Mar Apr May Jun Jan Feb Mar Apr May
Unit Economics
$25,000
$20,000
LTV
CAC
$15,000
$10,000
$5,000
$-
Jan Feb Mar Apr May Jun
1.5 17
1.0
16
0.5
- 15
Jan Feb Mar Apr May Jun Jan Feb Mar Apr May Jun
Bookings $,000's
(from new custs)
Average Months
paid upfront
8.0
7.0
6.0
5.0
4.0
3.0
2.0
1.0
8.0
7.0
6.0
5.0
4.0
3.0
2.0
1.0
-
Jan Feb Mar Apr May Jun
ary)
om Visitors to Trials
m Trials to Purchase
0
Jan Feb Mar Apr May Jun
urn predictors)
SaaS Metrics 2.0 Scroll right to see the dashboard ----> Bookings Metrics
For companies that book annual contracts
Axis Title
% Net ARR Churn 1.6% 2.1% 1.6% 1.7% 0.4% 1.1% (Churned MRR - Expansion MRR)/Last months Ending MRR % ARR Expansion
1.5%
1.0%
Renewal rate (# of Custs) Slightly different to Churn, as it measures Renewal against contracts
Renewal rate (ARR $'s) that are up for renewal. (Churn is against the whole customer base) 1.0%
0.5%
0.5%
Customer Engagement Score 121 120 125 126 130 135 The average Customer Engagement Score across the customer base
Net Promoter Score 28 27 29 32 33 35 0.0% 0.0%
Jan Feb Mar Apr May Jun Jan Feb Mar Apr May Jun
Unit Economics (new customers) Jan Feb Mar Apr May Jun
LTV $ 21,738 $ 16,834 $ 22,519 $ 23,457 $ 24,572 $ 25,716 ARPA * Gross Margin % / %MRR Churn Rate
CAC $ 8,750 $ 8,571 $ 8,605 $ 8,261 $ 8,125 $ 7,692 Adjusted Sales & Marketing expense / # of new Customers ARPA - Avg MRR (for new Custs) Average Months Paid Up-
LTV to CAC Ratio 2.5 2.0 2.6 2.8 3.0 3.3 LTV/CAC $575
front
Months to Recover CAC 19 19 18 18 17 17 CAC/(ARPA * GM%) 8.0
$570
7.0
$565
6.0
$560
5.0
$555
Summary Financial Metrics $000's Jan Feb Mar Apr May Jun 4.0
Billings (what's invoiced this month) $ 505 $ 515 $ 520 $ 490 $ 540 $ 560 Custs may be billed in advance of when revenue can be recognized $550 3.0
Revenue $ 4,987 $ 5,158 $ 5,370 $ 5,591 $ 5,892 $ 6,175 Revenue is typically recognized monthly, so may vary from Billings $545 2.0
Cost of Goods Solds - COGS $ 848 $ 877 $ 913 $ 950 $ 1,002 $ 1,050 $540 1.0
Gross Margin $ 4,139 $ 4,282 $ 4,457 $ 4,640 $ 4,891 $ 5,126 $535 -
Gross Margin % 83% 83% 83% 83% 83% 83% Jan Feb Mar Apr May Jun Jan Feb Mar Apr May Jun
Total Expenses $ 640 $ 650 $ 660 $ 670 $ 680 $ 690 Funnel Metrics (your key funnel stages will likely vary)
Sales & Marketing $ 350 $ 360 $ 370 $ 380 $ 390 $ 400
Research & Development $ 180 $ 180 $ 180 $ 180 $ 180 $ 180
Raw Leads / Enquiries
General & Administrative $ 110 $ 110 $ 110 $ 110 $ 110 $ 110
6,000
EBITDA $ 3,499 $ 3,632 $ 3,797 $ 3,970 $ 4,211 $ 4,436 Based on GAAP recognized revenue
5,000
Billings-based operating profit/loss $ (221) $ (223) $ (228) $ (263) $ (232) $ (225) Given that cash will be collected based on Billings, this is a useful way
to judge how the business is doing on cash basis 4,000
3,000
Cash & Deferred Revenue Jan Feb Mar Apr May Jun
Change in Cash
2,000
Conversion Raw Leads to MQLs
Ending Cash 2.5%
Deferred Revenue Tracks what has been billed, but can't yet be recognized as revenue 1,000
2.0%
-
Jan Feb Mar Apr May Jun
Funnel Metrics Jan Feb Mar Apr May Jun
1.5%
Raw Leads / Enquiries 3,611 3,429 5,200 5,357 4,684 4,400
Conversion Raw Leads to MQLs 1.8% 2.1% 1.5% 1.4% 1.9% 2.0%
Opportunities 1.0%
Opportunities 65 72 78 75 89 88
100
Conversion: Oppties to Win 62% 58% 55% 61% 54% 59%
Win/Losss ratio 75% 82% 65% 79% 85% 78% 90 0.5%
80
58%
60 54%
50 52%
50%
40 Jan Feb Mar Apr May Jun
30
20
Win/Losss ratio
90%
10 80%
70%
- 60%
Jan Feb Mar Apr May Jun
50%
40%
30%
20%
10%
0%
Jan Feb Mar Apr May Jun
Win/Losss ratio
0 $- $38.0
Jan Feb Mar Apr May Jun Jan Feb Mar Apr May Jun Jan Feb Mar Apr May Jun
Unit Economics
$25,000
$20,000
LTV
CAC
$15,000
$10,000
$5,000
$-
Jan Feb Mar Apr May Jun
1.5 17
1.0
16
0.5
- 15
Jan Feb Mar Apr May Jun Jan Feb Mar Apr May Jun
Simple Calculation
Initial Cohort Size 100
Churn Rate 3%
Time in Months 1 2 3 4 5 6 7 8 9 10 11 12 13 14
Cohort Size 100 97 94 91 89 86 83 81 78 76 74 72 69 67
Cohort Size
100
90
80
70
60
50
40
30
20
10 Months
0
1 6 11 16 21 26 31 36 41 46 51 56 61 66 71
Time in Months 1 2 3 4 5 6 7 8 9 10 11 12 13 14
Cohort Size 100 97 94 91 89 86 83 81 78 76 74 72 69 67
Cohort Payment 10000 ### ### ### ### ### ### ### ### ### ### ### ### ###
Cohort Payment
$12,000
$10,000
$8,000
$6,000
$4,000
$2,000
Months
$0
1 5 9 13 17 21 25 29 33 37 41 45 49 53 57 61 65 69
$6,000
$4,000
$2,000
Months
$0
1 5 9 13 17 21 25 29 33 37 41 45 49 53 57 61 65 69
15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33
65 63 61 60 58 56 54 53 51 50 48 47 45 44 43 41 40 39 38
15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33
65 63 61 60 58 56 54 53 51 50 48 47 45 44 43 41 40 39 38
### ### ### ### ### ### ### ### ### ### ### ### ### ### ### ### ### 9919 9810
34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49
37 36 34 33 32 31 30 30 29 28 27 26 25 25 24 23
34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49
37 36 34 33 32 31 30 30 29 28 27 26 25 25 24 23
9699 9585 9470 9353 9234 9114 8993 8871 8749 8625 8501 8377 8253 8129 8004 7880
50 51 52 53 54 55 56 57 58 59 60 61 62 63 64 65 66
22 22 21 21 20 19 19 18 18 17 17 16 16 15 15 14 14
50 51 52 53 54 55 56 57 58 59 60 61 62 63 64 65 66
22 22 21 21 20 19 19 18 18 17 17 16 16 15 15 14 14
7756 7632 7509 7386 7264 7143 7022 6902 6783 6665 6548 6432 6317 6203 6091 5979 5869
67 68 69 70 71 72
13 13 13 12 12 12
67 68 69 70 71 72
13 13 13 12 12 12
5760 5652 5545 5440 5336 5234