2012 annual saas metrics survey results

2nd Annual SaaS Metrics Survey September 2012 Powering the Customer Era

Table of Contents1. Methodology …………………………………… 32. Analysis & Insights …………………………. 63. Survey Results ...................................... 11

Methodology

About TotangoTotango creates an Active and Engaged online user-base, resulting in better Monetization and less churn Totango manages over 2.1 million accounts for its customers

Research MethodologyTotango surveyed 134 executives at SaaScompanies about the key performanceindicators used to run their businesses. The samesurvey was also conducted in 2011 giving Totangounique insights into SaaS trends.

Analysis & Insights

68% of SaaS Executives are unhappy with the current metrics and1 methods available to measure SaaS business progress, which is up from 61% from last year. 68% 61% 2011 2012

57% of SaaS Executives are planning to implement new Key2 Performance Indicators to better measure and manage their business in the next twelve months. 57%

There is a shift towards customer centric3 measurements, designed to report on the success of existing customers: 5 out of the top 6 new Key Performance Indicators are customer metrics. Product Usage Analysis 39% Churn 16% CLV 13% Campaign performance 9% Upsell 8% NPS 5%

SaaS companies are relying more and more on data and analytics to4 run their businesses and there is an increase in the use of metrics across the board. 54% Website unique visitors 74% 59% Conversion rates (free to paying) 71% 56%Number of new trial signups or free accounts 68% 2011 2012

Survey Data

Question 1: Which metrics do you track (check all that apply)? Net Promoter Score (NPS) 18% Upgrade and downgrade 21% 30% Social media mentions 31% 31% Account activation rate 31% 44% Customer lifetime value 44% 48% Revenues per user 49% Churn rates 56% 63%Number of new trial signups or free accounts 56% 68% Product usage statistics 69% Conversion rates (free to paying) 59% 71% Website unique visitors 54% 74% 2011 2012

Question 2: Which metrics do you plan to track in the future? Product Usage Analysis 39% Churn 16% CLV 13% Campaign performance 9% Upsell 8% NPS 5% MRR 4% Word of mouth 3% CAC 1% Social media 1%

Question 3: What aspects of churn do you measure (all that apply)? Churn occurring in the first 90 days of a customers life 22% Annual retention/churn in % of revenues 36% Monthly steady-state churn 46% Annual retention/churn in % of the number of customers 50%Note: Even though a majority of SaaS companies rely on recurring revenues, less than halfmeasure churn (no wonder CEOs are unhappy with their metrics).

Question 4: At what frequency are you reviewing these metrics? Varies 5% 21% Never 10% 5%Quarterly - once a quarter 4% 1% Monthly 9% 13% Weekly 36% 31% Daily (or more) 36% 28% 2011 2012

Question 5: How much are you growing revenues per user annually? 49% 26% 11% 8% 5% 2% N/A 0-20% 21-40% 41-60% 61-80% Over 100%

Question 6: How happy are you with the state of your metrics? 27% Not satisfied and learned to live with it 37% 34% Not satisfied and invest on improving it 32% 25% Good enough 14% 15% Very pleased 17% 2011 2012

Question 7: What is the stage of your business? No revenue yet (we’re just starting) 7% Young (first year of revenue) 22% Mature 22% 49% Scaling (first couple of years in revenue)

Question 8: What is your business model? Other 6% Subscription with free trial Freemium 20% 51% 23% Enterprise sales

Respondents by TitleQuestion 8: What is your title? IT 2% Operations / Finance 2% R&D 2% Executive 5% CEO 7% Product Management 17% Customer Success 22% Marketing 22% Sales 23%

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2012 annual saas metrics survey results

by Totango on Sep 24, 2012

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