SaaS University Conference: Dallas/Ft.Worth January 26-28, 2010<br />Keynote:Key SaaS Metrics for 2010<br />Rick Chapman<b...
Speaker<br />Jan Aleman, CEO & co-founder Servoy, steering committee SaaS~Cloud, secretary of EuroCloud<br />Servoy:Hybrid...
Softletter Research Publications<br /><ul><li>Software as a Service Report (426 pgs)
Up-to-date information and hard data about software publishers adapting to SaaS, the issues they face, and the strategies ...
SaaS Marketing Report (460 pgs)
The most comprehensive marketing reference report in the industry.  Analyzes in-depth 22 separate marketing activities pro...
Financial Handbook (451 pgs)
Contains hard data for:Software industry metrics and benchmarks; Mergers, IPO’s, and Venture Finance; Compensation; and Op...
Telesales Compensation and Sales Efficiency Report
Reportsinclude: Variable vs. fixed compensation, close rates, quota over rides, sales plan achievement, and more.  Report ...
2010 SaaS Free and Trial Access Conversion to Sales Report
2010 SaaS Report</li></ul>Go to:  www.softletter.com to participate<br />All participants receive complete copy of summary...
Profitable?<br />
Did Your Revenue Grow?<br />
How Do You Price Your Product<br />
Percentage of Revenue Growth<br />
Why Do Your Customers Buy SaaS?<br />
Multi-Tenant?<br />
Failover?<br />
Analytics Tracking?<br />
Community?<br />
Community?<br />
Most Popular Sub Option<br />
Install Behind Cust. Firewall<br />
% Who Install Behind Their Firewall<br />
Company Profiles<br />
Company Development Stage<br />
Current Gross Revenues<br />
SaaS Marketing ReportResearch Summary Highlights<br />
Most Popular Programs<br /><ul><li>The following are the top 10 most implemented marketing programs by SaaS Companies:
E-Mail Campaigns – 67%
Trade Shows – 67%
Search Engine Optimization – 62%
E-Mail Newsletters – 55%
Webinars – 55%
PPC (Web Ad) Campaigns – 53%
White Papers – 53%
Formal PR Campaigns – 46%
Official Business Blog – 43%
Trialware Software – 41%</li></li></ul><li>Most Effective Programs<br /><ul><li>The following are the top 10 highest rated...
Webinars
Trialware software
Customer Concern Surveys
Trade Shows
E-Mail Campaigns
Formal PR Programs
Web-based Videos
Web Forums/Community sites
E-Mail Newsletters
PPC (Web Ad) Campaigns</li></li></ul><li>Top Programs by Investment<br /><ul><li>Top 10 marketing programs by percentage o...
Webinars – 74%
PPC (Web Ad) Campaigns – 65%
Search Engine Optimization – 51%
Official Business Blog – 48%
Direct Mail – 45%
White Papers – 41%
Web-based Videos – 41%
Podcasts – 40%
Trialware software – 35%
Web forums/Community Sites – 33%</li></li></ul><li>Top Programs – Highest Budget<br /><ul><li>Top 10 marketing programs by...
Analyst Marketing - $32,000
Trade Shows - $30,000
Print Advertising - $20,000
PPC (Web Ad) Campaigns - $15,000
Formal PR Programs - $15,000
Webinars - $10,000
Direct Mail - $10,000
E-Mail Campaigns - $5,000
White Papers - $5,000
Web-based Videos, Trialware, Email Newsletters, Web Based banners - $5,000</li></li></ul><li>Do you conductE-Mail Campaign...
How many E-Mail campaignson a monthly basis?<br />Respondents Reporting<br />
What type of lists do you usefor your E-Mail campaigns?<br />
In what format do you preferto send your E-Mail campaign?<br />
What is the typical response foryour E-Mail campaigns?<br />Respondents Reporting<br />
Rank the effectiveness ofyour E-Mail campaigns<br />
What % of your overall budgetdo your E-Mail campaigns represent<br />Respondents Reporting<br />The average budget = $124,...
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Key SaaS Metrics For 2010 EuroCloud

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Key SaaS Metrics from Softletter as presented by Jan Aleman at Eurocloud Netherlands launch

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Key SaaS Metrics For 2010 EuroCloud

  1. 1. SaaS University Conference: Dallas/Ft.Worth January 26-28, 2010<br />Keynote:Key SaaS Metrics for 2010<br />Rick Chapman<br />Softletter, Publisher and Managing Editor<br />www.softletter.com<br />www.saasuniversity.com<br />rickchapman@softletter.com<br />860.663.0552 (EST/EDT, Killingworth, CT)<br />
  2. 2. Speaker<br />Jan Aleman, CEO & co-founder Servoy, steering committee SaaS~Cloud, secretary of EuroCloud<br />Servoy:Hybrid development, deployment and integration platform to develop, deploy and manage SaaS and On Premise applications<br />Helped over 200 ISV’s to add SaaS to their offering<br />Servoy has offices in The Netherlands, USA, UK, Spain, France, Germany, Switzerland, Austria, Asia, Romania, Argentina, Brasil, Uruguay and Chile<br />
  3. 3. Softletter Research Publications<br /><ul><li>Software as a Service Report (426 pgs)
  4. 4. Up-to-date information and hard data about software publishers adapting to SaaS, the issues they face, and the strategies and tactics most likely to succeed. Covering Product Development, R&D, Pricing, Channels, Sales and Marketing & Product Management.
  5. 5. SaaS Marketing Report (460 pgs)
  6. 6. The most comprehensive marketing reference report in the industry. Analyzes in-depth 22 separate marketing activities providing key metrics for effectiveness, % of budget, plans for future expenditures and much, much more.
  7. 7. Financial Handbook (451 pgs)
  8. 8. Contains hard data for:Software industry metrics and benchmarks; Mergers, IPO’s, and Venture Finance; Compensation; and Operations. For software companies preparing their yearly business plans and budgets.</li></li></ul><li>SoftletterResearch Publications<br /><ul><li>Direct Compensation and Sales Efficiency Report
  9. 9. Telesales Compensation and Sales Efficiency Report
  10. 10. Reportsinclude: Variable vs. fixed compensation, close rates, quota over rides, sales plan achievement, and more. Report looks at the software industry and breaks out desktop/retail, OEM, On-Premise-Client/Server, and SaaS market segments.</li></li></ul><li>SoftletterResearch Publications<br /><ul><li>Coming Soon
  11. 11. 2010 SaaS Free and Trial Access Conversion to Sales Report
  12. 12. 2010 SaaS Report</li></ul>Go to: www.softletter.com to participate<br />All participants receive complete copy of summary results in future issue of Softletter<br />
  13. 13. Profitable?<br />
  14. 14. Did Your Revenue Grow?<br />
  15. 15. How Do You Price Your Product<br />
  16. 16. Percentage of Revenue Growth<br />
  17. 17. Why Do Your Customers Buy SaaS?<br />
  18. 18. Multi-Tenant?<br />
  19. 19. Failover?<br />
  20. 20. Analytics Tracking?<br />
  21. 21. Community?<br />
  22. 22. Community?<br />
  23. 23. Most Popular Sub Option<br />
  24. 24. Install Behind Cust. Firewall<br />
  25. 25. % Who Install Behind Their Firewall<br />
  26. 26. Company Profiles<br />
  27. 27. Company Development Stage<br />
  28. 28. Current Gross Revenues<br />
  29. 29. SaaS Marketing ReportResearch Summary Highlights<br />
  30. 30. Most Popular Programs<br /><ul><li>The following are the top 10 most implemented marketing programs by SaaS Companies:
  31. 31. E-Mail Campaigns – 67%
  32. 32. Trade Shows – 67%
  33. 33. Search Engine Optimization – 62%
  34. 34. E-Mail Newsletters – 55%
  35. 35. Webinars – 55%
  36. 36. PPC (Web Ad) Campaigns – 53%
  37. 37. White Papers – 53%
  38. 38. Formal PR Campaigns – 46%
  39. 39. Official Business Blog – 43%
  40. 40. Trialware Software – 41%</li></li></ul><li>Most Effective Programs<br /><ul><li>The following are the top 10 highest rated marketing programs by SaaS Companies in terms of perceived effectiveness:
  41. 41. Webinars
  42. 42. Trialware software
  43. 43. Customer Concern Surveys
  44. 44. Trade Shows
  45. 45. E-Mail Campaigns
  46. 46. Formal PR Programs
  47. 47. Web-based Videos
  48. 48. Web Forums/Community sites
  49. 49. E-Mail Newsletters
  50. 50. PPC (Web Ad) Campaigns</li></li></ul><li>Top Programs by Investment<br /><ul><li>Top 10 marketing programs by percentage of SaaS companies intending to expand budget/investment:
  51. 51. Webinars – 74%
  52. 52. PPC (Web Ad) Campaigns – 65%
  53. 53. Search Engine Optimization – 51%
  54. 54. Official Business Blog – 48%
  55. 55. Direct Mail – 45%
  56. 56. White Papers – 41%
  57. 57. Web-based Videos – 41%
  58. 58. Podcasts – 40%
  59. 59. Trialware software – 35%
  60. 60. Web forums/Community Sites – 33%</li></li></ul><li>Top Programs – Highest Budget<br /><ul><li>Top 10 marketing programs by current typical or mean average budget:
  61. 61. Analyst Marketing - $32,000
  62. 62. Trade Shows - $30,000
  63. 63. Print Advertising - $20,000
  64. 64. PPC (Web Ad) Campaigns - $15,000
  65. 65. Formal PR Programs - $15,000
  66. 66. Webinars - $10,000
  67. 67. Direct Mail - $10,000
  68. 68. E-Mail Campaigns - $5,000
  69. 69. White Papers - $5,000
  70. 70. Web-based Videos, Trialware, Email Newsletters, Web Based banners - $5,000</li></li></ul><li>Do you conductE-Mail Campaigns?<br />
  71. 71. How many E-Mail campaignson a monthly basis?<br />Respondents Reporting<br />
  72. 72. What type of lists do you usefor your E-Mail campaigns?<br />
  73. 73. In what format do you preferto send your E-Mail campaign?<br />
  74. 74. What is the typical response foryour E-Mail campaigns?<br />Respondents Reporting<br />
  75. 75. Rank the effectiveness ofyour E-Mail campaigns<br />
  76. 76. What % of your overall budgetdo your E-Mail campaigns represent<br />Respondents Reporting<br />The average budget = $124,480<br />The typical or mean average = $5,000<br />
  77. 77. Does your company periodically optimize your website for keyword search engines?<br />
  78. 78. How many keywords or keyword phrases did you optimize your website for over the last 12 months?<br />% of Respondents Reporting<br />
  79. 79. How often is your website optimized for keyword search engine rankings?<br />
  80. 80. Over the last 12 months, of the increased traffic to your website, what % converted to actionable sales leads?<br />% of Respondents Reporting<br />
  81. 81. Over the last 12 months, what % of the increased SEO leads converted to sales?<br />% of Respondents Reporting<br />
  82. 82. Please rank the effectiveness of your SEO programs<br />
  83. 83. Over the next 12 months, please indicate your company’s budgetary plans for its SEO programs<br />
  84. 84. What % of your overall marketing budget do your SEO marketing programs represent?<br />6%<br />9%<br />11%<br />31%<br />43% of total respondents<br />The average budget = $7,228<br />The typical or mean average = $2,000<br />
  85. 85. Do you conduct webinars?<br />
  86. 86. How many webinars did you your company conduct over last 12 months?<br />% of Respondents Reporting<br />
  87. 87. What is the average length of your webinars?<br />
  88. 88. What types of webinars do you host?<br />
  89. 89. What is the average attendance of your webinars?<br />Respondents Reporting<br />
  90. 90. Over the last 12 months, what % of your webinar attendees became actionable leads?<br />% of Respondents Reporting<br />
  91. 91. Please rank the effectiveness of your webinar programs<br />
  92. 92. Over the next 12 months, indicate your company’s budgetary plans for its webinar marketing programs<br />
  93. 93. What % of your overall marketing budget do your webinar marketing programs represent?<br />% of Respondents Reporting<br />Average budget = $15,579<br />Typical or mean average = $10,000<br />
  94. 94. SaaS Direct and Telesales ReportsResearch Summary Highlights<br />
  95. 95. Yearly Quota Assigned to Direct Sales Representatives<br />
  96. 96. Yearly Quota Assigned to Telesales Representatives<br />
  97. 97. Average Base Salary- Direct<br />
  98. 98. Average Base Salary-Telesales<br />
  99. 99. Average Time to Close Major Sale – Direct Sales<br />
  100. 100. Average Time to Close Major Sale - Telesales<br />
  101. 101. What is the size of your average Direct Sale?<br />Median:<br />$10,000<br />$50,000<br />$60,000<br />$25,000<br />Class of Software:<br />Desktop/Retail<br />OEM<br />On-Premise/Client Server<br />SaaS<br />Range:<br />$2,000 to $750,000<br />$10,000 to $75,000<br />$4,000 to $250,000<br />$140 to $500,000<br />
  102. 102. What is the size of your average Telesale?<br />Median:<br />$3,000<br />$7,500<br />$5,000<br />$20,000<br />Class of Software:<br />Desktop/Retail<br />OEM<br />On-Premise/Client Server<br />SaaS<br />Range:<br />$1,000 to $860,000<br />$5,000 to $15,000<br />$500 to $135,000<br />$250 to $500,000<br />
  103. 103. What % of Direct SR’s Achieved Quota Last Year?<br />Median:<br />50%<br />60%<br />50%<br />50%<br />Class of Software:<br />Desktop/Retail<br />OEM<br />On-Premise/Client Server<br />SaaS<br />Range:<br />0 – 100%<br />50 – 100%<br />0 – 100%<br />0 – 100%<br />
  104. 104. What % of Tele-SR’s Achieved Quota Last Year?<br />Median:<br />33%<br />25%<br />65%<br />70%<br />Class of Software:<br />Desktop/Retail<br />OEM<br />On-Premise/Client Server<br />SaaS<br />Range:<br />0 – 90%<br />0 – 100%<br />0 – 100%<br />0 – 100%<br />
  105. 105. What is the single greatest source of leads for Telesales?<br />
  106. 106. What lead generation programs are most effective?<br />Very Effective: Webinars/Videonars (30%), SEO (Search Engine Optimization-27%), Trade Shows (20%).<br />Moderately Effective: E-Mail Campaigns (72%), Webinar/Videonars (48%), White Papers (42%), Telemarketing (40%), Trade Shows (39%), Pay Per Click (38%), E-Mail Newsletters (35%), SEO (31%).<br />Very Ineffective: Print Advertising (22%), Social Media Systems (18%), Direct Mail (18%), Web Ads/Banner Advertising (16%).<br />
  107. 107. Did you meet or exceed your yearly direct sales plan?<br />
  108. 108. Did you meet or exceed your yearly Tele-sales plan?<br />
  109. 109. Free Use and Trial UseResearch Summary Highlights<br />
  110. 110. Does the free version of your SaaS Product include Revenue generation component?<br />
  111. 111. What % of your customer base uses free version of product?<br />
  112. 112. In last 12 months what % of free customers upgraded to paid?<br />
  113. 113. How new paid subscribers bought premium package<br />
  114. 114. How long does it take to convert free to paid customers?<br />
  115. 115. Most Effective Marketing Programs – Free to Paid<br />
  116. 116. How long do you allow a trial user to access your product?<br />
  117. 117. Over last 12 months what % of Trial users converted to paid?<br />
  118. 118. www.Softletter.com<br />This presentation is available as a free download at www.saasuniversity.com<br />Samplers of the SaaS Reports also available<br />If you wish to further discuss points raised in this presentation, please post questions and observations on the Softletter forums<br />You will receive an answer!<br />
  119. 119. Softletter’s SaaS University: Marketing, Selling, Infrastructure, and Financing, Sponsored by:<br />

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