ChurnZero Crash Course Customer Success and SaaS Metrics

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Slides from the webinar with You Mon Tsang and Dave Kellogg discussing SaaS metrics including gross dollar retention, net dollar retention, lifetime value, customer acquisition cost, LTV/CAC and various benchmarks for those metrics from the KeyBanc annual SaaS survey.

Business

Crash Course /AMA in
Customer Success and SaaS Metrics
with Dave Kellogg

Common Metrics
Benchmarks
Discussion andQuestions
Agenda

Recurring Revenue (ARR / MRR)
Recurring Revenue is the total value of your subscriptions at the end of the period (monthly or
annual).
• MRR: Monthly Recurring Revenue
• ARR: Annual Recurring Revenue

GRR: Gross Revenue Retention
GRR =
Recurring Revenue at Start of Period - Churn –
Contractions
Recurring Revenue at Start of Period *
* Do not include new customers added in this period

NRR: Net Revenue Retention
NRR =
Recurring Revenue at Start of Period - Churn –
Contractions + Expansion
Recurring Revenue at Start of Period *
* Do not include new customers added in this period

CAC: Customer AcquisitionCost
CAC =
Total Marketing and Sales Spend in the Previous Period
# of New Customers in a Current Period

LTV/CAC Ratio
• LTV / CAC tells you how profitable a customer willbe over their lifetime

AUDIENCEPOLL
Which metrics does your company report to the board?

KeyBanc CapitalMarkets
• 350 SaaS companies (67% USA), conducted in summer of 2021
• Median Stats
• $8.5MM ARR
• Organic growth: 31%
• Employees (FTEs):75
• Customer count: 280
• Initial Annual Contract Value:USD28,000

churnzero.net
@churnzero
linkedin.com/company/churnzero

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ChurnZero Crash Course Customer Success and SaaS Metrics

1. Crash Course /AMA in Customer Success and SaaS Metrics with Dave Kellogg

2. Common Metrics Benchmarks Discussion andQuestions Agenda

3. Recurring Revenue (ARR / MRR) Recurring Revenue is the total value of your subscriptions at the end of the period (monthly or annual). • MRR: Monthly Recurring Revenue • ARR: Annual Recurring Revenue

4. Logo Retention Rate Logo Retention Rate = # of Customers at end of the period # of Customers at start of the period * * Do not include new customers added in this period

5. Logo Retention Rate v2 Logo Retention Rate = # of Customers at renewed # of Customers up for renewal *

6. GRR: Gross Revenue Retention GRR = Recurring Revenue at Start of Period - Churn – Contractions Recurring Revenue at Start of Period * * Do not include new customers added in this period

7. NRR: Net Revenue Retention NRR = Recurring Revenue at Start of Period - Churn – Contractions + Expansion Recurring Revenue at Start of Period * * Do not include new customers added in this period

8. LTV: (Customer) Lifetime Value LTV = Average Recurring Revenue Per Customer x Customer Lifetime Customer Lifetime = 1 Customer (Logo) Churn Rate

9. CAC: Customer AcquisitionCost CAC = Total Marketing and Sales Spend in the Previous Period # of New Customers in a Current Period

10. LTV/CAC Ratio • LTV / CAC tells you how profitable a customer willbe over their lifetime

11. AUDIENCEPOLL Which metrics does your company report to the board?

12. Benchmark Metrics

13. KeyBanc CapitalMarkets • 350 SaaS companies (67% USA), conducted in summer of 2021 • Median Stats • $8.5MM ARR • Organic growth: 31% • Employees (FTEs):75 • Customer count: 280 • Initial Annual Contract Value:USD28,000

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18. DiggingIn… Questions and Discussion

19. churnzero.net @churnzero linkedin.com/company/churnzero

Notes de l'éditeur

Customer metrics
Seeding Questions: We just spent time talking about CS metrics and there are a bunch! For companies that are brand new to CS, which one or two metric would you have them focus on? What do boards and investors care about? Some of these metrics are controversial. And I think we ought to warn some of our viewers of its controversy. Which one(s) do you find to be the trickiest to talk about? Metrics overload I have a mature CS team that I need to keep focused and too many metrics is overload. What should I have them focused on? Let’s talk about Net Revenue Retention (NRR). It’s a metric that is getting its day in the sun. Although I think it is a lasting metric that will never going away. My first question is what I get asked ALL THE TIME. What is a good NRR? Do you believe the chart I showed earlier for the range? How should I think about it given my go-to-market motion? SMB vs mid-market vs enterprise? Tools vs application? Let’s look at history. I think it’s taken a surprisingly long time for these metrics to gain awareness. Why do you think that is? Looking to the future What are your thoughts on how these SaaS and CS Metrics evolve?

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Notes de l'éditeur