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My SaaS University Conference preso on SaaS metrics
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My SaaS University Conference preso on SaaS metrics

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Lessons learned from using metrics to drive SaaS businesses.

Lessons learned from using metrics to drive SaaS businesses.

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  • (destinations not the journey, kinda complicated)
  • (destinations not the journey, kinda complicated)
  • Stage is good contextVenture investorsPublic markets (ref Pacific Crest Securities)
  • Pick the most important leading sub-indicator in LTV
  • Asterisk: our experience. Depends on how big of a customer you are to these vendors
  • Departmental/detailed metrics are great for focus, but can lead to independent behaviors that don’t align to strategy and company health.Ops metrics should be attributed to higher ordered components of LTV

My SaaS University Conference preso on SaaS metrics My SaaS University Conference preso on SaaS metrics Presentation Transcript

  • Proprietary & ConfidentialDon MacLennanMay 21, 2013SaaS Metrics:What to measure and how
  • Proprietary & ConfidentialA quick bio• Co-founder & CEO of Bluenose Analytics (morelater)• SVP Product Management at AVG, $400mFreemium / subscription software vendor• VP Marketing & Product Management,Frictionless Commerce / SAP, an early SaaSapplication for supply chain• Other roles: sales, biz dev, channels• Other sectors: field service automation, ERP, IT security, softwarequality management
  • Proprietary & ConfidentialAgenda• Where to get the good stuff on SaaS metrics• Some bad news• The metrics journey in 5 stages• A note about alignment• Q&A
  • Proprietary & Confidential
  • Proprietary & ConfidentialSeveral great resources on SaaSbusiness metrics• Joel York: chaotic-flow.com• David Skok: forentrepreneurs.com/saas-metrics-2• Lincoln Murphy: sixteenventures.com• Bessemer’s 10 Laws of SaaS: bvp.com/cloud
  • Proprietary & Confidential
  • Proprietary & ConfidentialThe bad news: how do you get there?
  • Proprietary & ConfidentialThe journey has 5 stages
  • Proprietary & Confidential1. Confession
  • Proprietary & Confidential“MRR is not a leading indicator”
  • Proprietary & Confidential2. Infatuation
  • Proprietary & Confidential“LTV is the answer!”
  • Proprietary & Confidential3. The fog
  • Proprietary & Confidential“What drives LTV?”“What should we focus on?”
  • Proprietary & Confidential4. Mastery
  • Proprietary & ConfidentialOne metric at a time
  • Proprietary & ConfidentialMastery defined
  • Proprietary & Confidential1. MeasurableMastery defined
  • Proprietary & Confidential1. Measurable2. Shown in time-seriesMastery defined
  • Proprietary & Confidential1. Measurable2. Shown in time-series3. Filtered by dimensionsMastery defined
  • Proprietary & Confidential1. Measurable2. Shown in time-series3. Filtered by dimensions4. You’ll know what to improve, or experimentwithMastery defined
  • Proprietary & Confidential5. Lather, rinse, repeat
  • Proprietary & ConfidentialFor each stage in your customer journey
  • Proprietary & ConfidentialNobody’s perfect*Vendor Onboardingprocess?CustomerSuccessManager?Productfeatureemails?In-productmessaging?Daily/monthly usagereports?Salesforce.com Welcomeemail, in-appBox.com Welcomeemail, in-appIntuitQuickbooksOnlineIn-appBasecamp(projectmanagement)In-appAccompa(requirementsmanagement)Github (sourcecode repository)Webex Welcome email
  • Proprietary & ConfidentialThe “A-word”
  • Proprietary & ConfidentialAlignment
  • Proprietary & ConfidentialAbout Bluenose• A cloud analytics company supporting thecustomer-facing operations of subscriptionvendors• Focused on creating value from theaggregation of disparate data about yourcustomers• Delivering actionable insights, alerts andprocesses that protect & improve recurringrevenue• Backed by a top-tier venture investor27
  • Proprietary & ConfidentialIn closing….• Focus on leading indicators• Get good at metrics one-at-a-time• Pick the key metrics along the customer journey• Don’t have a customer journey? Get one of thosetoo!• Keep everyone aligned to MRR & LTV
  • Proprietary & ConfidentialQuestions?Thank you!don@bluenose.com