ProductX2014

1. Metrics that Matter
in SaaS
Oren Raboy, Totango

2. 1999
2007
2010
Customer Success Software
Oren Raboy
Startups Ω Products Ω Cooking
2004

3. WHY
metrics matter
for
SaaS product management?

4. RAPID PRODUCT ITERATION
Build
Learn Measure

5. DEFINE YOUR ROADMAP
Q1’2014 Q2’2014 Q3’2014 Q4’2014

6. ELIMINATE HiPPO

7. … AND
keep product execution focused…
keep the team honest about progress being made…
create excitement and follow-up…

8. WHICH
metrics
are important for
my product?

9. MEASURE ACROSS THE CUSTOMER LIFECYCLE
Adoption
Enable the customer
Acquisition
Create the customer
Retention
Keep the customer

10. CLASSES OF METRICS
Business Performance
• Measure the performance of your
business model
• Align resources to tackle key issues
for business growth
• For board meetings and strategy
sessions
• PM: Define product roadmap
Engagement
• Measure the behaviors of your
customers
• Identify areas for improvements
• For product planning & design
sessions
• PM: Prioritize, scope, define features

11. Acquisition
New-signups
o New visitors
o Watched intro video
o Signup form
Adoption
Number-Activated
followed 3+ people
o Setup profile
o Followed
o Tweeted
Retention
Monthly-uniques
returning users after 30days
o Native app users
o Mobile users
o Tweets/day
o Followers/user
EXAMPLE I Twitter

12. EXAMPLE II
Marketing automation software
Acquisition
New Customers
New Revenue
o Registered users
o Product tour
completions
Adoption
30day onboarding
% customers activated 30-days
after contract is signed
o Data upload
o Test campaigns
o Invite team
Retention
Churn
% of cancellations from
contracts up for renewal
o Using lead scoring
o Using shared calendar
o Lead DB size
o Campaigns

13. TIPS
on
managing metrics

14. USE TOOLS
re:dash

15. START SIMPLE
SQL

16. DIMENSIONS, TRENDS & COHORTS
# % $
• Real time
• Daily
• Weekly
• ...

17. READ MORE…
Dave Mclure – AARRR Metrics for startups
http://www.slideshare.net/dmc500hats/startup-metrics-for-pirates-long-version
David Skok – SaaS Metrics 2.0
http://www.forentrepreneurs.com/saas-metrics-2/
Christoph Janz – A Dashboard for SaaS startup
http://blog.totango.com/2013/12/guest-blog-a-kpi-dashboard-for-early-stage-saas-startups/
Alistair Croll - Lean Analytics (Google Ventures)
https://www.gv.com/lib/lean-analytics

18. THANKS!
/Oren
Icons from The Noun Project:
• Analytics by Wilson Joseph
• Hippopotamus by Cecilia Morales
• Map Marker by Naomi Atkinson
• Campaign by Paul Souders
• Target Market by Simple Icons