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September 2011
Survey Results


SaaS Businesses
Metrics
Table of Content
Methodology           3

Analysis & Insights   5

Survey Data           9
About Totango

Totango is real time platform that allow Software-
as-a-Service (SaaS) companies to better
understand their customers.

Totango analyzes in real time customer
engagement and intention within SaaS applications
to help you grow your business.
Methodology
Totango surveyed 522 of executives at SaaS companies, trying to
understand how they use metrics to run their business.

We aimed to get an industry perspective on questions such as:
   -  Which metrics are most important for SaaS executives?
   -  How satisfied are they with the tools & methodology their
      organization uses to monitor metrics?
Analysis & Insights
Majority (87%) of SaaS executives regularly track “CAC related”
1     metrics, with a large percentage (58%) adding or planning to add
      tracking of “CLTV related” metrics in the next year.

Executives at SaaS companies regularly monitor the following metrics:
                                         59%
        54%             56%                                                 56%

                                                            44%


                                                                                       CAC Related
                                                                                       CLTV Related




    Website Unique   New Signups   Conversion Rate     Life Time Value   Churn Rates
       Visitors                    (Trial to Paying)



Plan to track in the next 12 month:
                                                               58%



                                   19%



                               CAC Related                CLTV Related
Insights:

•  Following metrics related to customer-acquisition is a
   common practice by SaaS executives, with growing demand
   for life-time vale (LTV) measurement

•  As it pertains to CAC, most SaaS organization have a clear
   view of what and how to measure metrics (practices & tools).
   But for LTV, there is less industry knowledge.

•  Similarly, there is a lack of quality tools for “LTV
   measurements”, where as most SaaS executives feel CAC
   related metrics are well covered with existing tools
2   As SaaS businesses grow and mature, executives increasingly rely
    on metrics for strategy and analysis

Percentage of executives that use metrics for strategic decision making
and analysis:

                                    79%




                 21%




            Upstart Company    Mature Company
Insights:

•  As a SaaS business grow, complexity grows and so does the
   need to rely on metrics and data for strategic analysis and
   decision making. Hence mature companies are willing to
   invest to incorporate metrics into their strategic processes.

•  In order to reach maturity faster, upstart companies should
   aspire to monitor metrics and use them to build a “data aware
   strategic framework”
Majority of executives (54%) are not satisfied with the “state of
3   metrics” in their organization, with this trend being particularly
    strong at “upstart” companies
How SaaS executives feel about the quality and accessibility of
the metrics their organization collects

                              Not satisfied




                                                                            Upstart Companies
                                                          59%
                              I can live with it
                              Satisfied

          54%
                                                   7%           34%




       15%




                                                                                Mature Companies
                    24%                                 42%
                                                                      11%




                                                                47%
Insights:

•  Most SaaS businesses struggle with home-grown
   implementations yet lack comprehensive off the shelves
   tools.
Survey Data
Overview

The survey was taken online by hundreds of world wide executives of SaaS
businesses and reflects different aspects of measuring key metrics for online
services.
Respondents hail from a range of businesses sizes, departments and roles and
answered questions about important metrics measuring habits.


Who are our Respondents? (figure 1-3)

Our respondents are executive level individuals, who work for Product
Management / Marketing / Sales departments (72%) and their companies offer
Free Trial subscription (58%) or Freemium Service (32%).
What are They Measuring? (figure 4)

Most of the survey respondent are measuring 4 main metrics:
•  Conversion rates from free to paying customers (59%)
•  Number of new trial signups or free accounts (56%)
•  Web site unique visitors (54%)
•  Paying customers churn rate (56%)

Fewer are measuring:
•  Social media mentions (31%)
•  Account activation rate (31%)
•  Upgrade & downgrade rates (21%)


How often? (figure 5)

Most of the survey respondent measure their metrics weekly (36%) or daily (36%)
What are the reasons for measuring? (figure 6)

Metrics are usually used as a tactical tool to identify areas to focus on or to
improve (72%)
The respondents use metrics less to help validating strategic decisions and plans
(51%)


Are they happy with their metrics? (figure 7)

Most survey respondent are not satisfied with their executive metrics
measurement and would like to improve it if they could (34%)
Figure 1 Break Down by Role




            39%

                                     32%
                              29%




          CEO/GM              VP    Director
Figure 2 Break Down by Department



                                                   30%

                                         23%
                   21%
     18%



                                    8%




     Sales      Marketing     Customer  Product    Other
                              Success Management
Figure 3 Break Down by Business Model




         Free Trial
           58%




                                        Freemium
                                           32%




                      Enterprise
                      Sales 10%
Figure 4 Metrics that are measured in SaaS businesses


          Upgrade & downgrade rates                                   21%

               Account usage statistics                                                 51%

                Account activation rate                                     31%

                          Lift Time Value                                         44%

   Churn rates (of paying customers)                                                          56%

    Conversion rates (free to paying)                                                          59%

Number of new trial/freemium signups                                                          56%

                Social Media mentions                                       31%

               Web site unique visitors                                                  54%

  * Percentage are more than 100% because of multiple choice option
Figure 5 Metrics Frequency Review



       It varies       5%


     Quarterly        4%


       Monthly               9%


       Weekly                       36%


Daily (or more)                     36%


         Never                10%
Figure 6 Break Down by Metrics Usage




          Validate strategic decisions and plans                      51%




Tactical tool to identify areas to focus / improve                           72%




            Monitor the business and its growth                             69%




  * Percentage are more than 100% because of multiple choice option
Figure 7 Satisfaction of existing metric usage




Not satisfied and learned to live with it                27%




Not satisfied and invest on improving it                       34%




                          Good enough                  24%




                          Very pleased           15%

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2011 SaaS Metrics Survey Results

  • 2. Table of Content Methodology 3 Analysis & Insights 5 Survey Data 9
  • 3. About Totango Totango is real time platform that allow Software- as-a-Service (SaaS) companies to better understand their customers. Totango analyzes in real time customer engagement and intention within SaaS applications to help you grow your business.
  • 5. Totango surveyed 522 of executives at SaaS companies, trying to understand how they use metrics to run their business. We aimed to get an industry perspective on questions such as: -  Which metrics are most important for SaaS executives? -  How satisfied are they with the tools & methodology their organization uses to monitor metrics?
  • 7. Majority (87%) of SaaS executives regularly track “CAC related” 1 metrics, with a large percentage (58%) adding or planning to add tracking of “CLTV related” metrics in the next year. Executives at SaaS companies regularly monitor the following metrics: 59% 54% 56% 56% 44% CAC Related CLTV Related Website Unique New Signups Conversion Rate Life Time Value Churn Rates Visitors (Trial to Paying) Plan to track in the next 12 month: 58% 19% CAC Related CLTV Related
  • 8. Insights: •  Following metrics related to customer-acquisition is a common practice by SaaS executives, with growing demand for life-time vale (LTV) measurement •  As it pertains to CAC, most SaaS organization have a clear view of what and how to measure metrics (practices & tools). But for LTV, there is less industry knowledge. •  Similarly, there is a lack of quality tools for “LTV measurements”, where as most SaaS executives feel CAC related metrics are well covered with existing tools
  • 9. 2 As SaaS businesses grow and mature, executives increasingly rely on metrics for strategy and analysis Percentage of executives that use metrics for strategic decision making and analysis: 79% 21% Upstart Company Mature Company
  • 10. Insights: •  As a SaaS business grow, complexity grows and so does the need to rely on metrics and data for strategic analysis and decision making. Hence mature companies are willing to invest to incorporate metrics into their strategic processes. •  In order to reach maturity faster, upstart companies should aspire to monitor metrics and use them to build a “data aware strategic framework”
  • 11. Majority of executives (54%) are not satisfied with the “state of 3 metrics” in their organization, with this trend being particularly strong at “upstart” companies How SaaS executives feel about the quality and accessibility of the metrics their organization collects Not satisfied Upstart Companies 59% I can live with it Satisfied 54% 7% 34% 15% Mature Companies 24% 42% 11% 47%
  • 12. Insights: •  Most SaaS businesses struggle with home-grown implementations yet lack comprehensive off the shelves tools.
  • 14. Overview The survey was taken online by hundreds of world wide executives of SaaS businesses and reflects different aspects of measuring key metrics for online services. Respondents hail from a range of businesses sizes, departments and roles and answered questions about important metrics measuring habits. Who are our Respondents? (figure 1-3) Our respondents are executive level individuals, who work for Product Management / Marketing / Sales departments (72%) and their companies offer Free Trial subscription (58%) or Freemium Service (32%).
  • 15. What are They Measuring? (figure 4) Most of the survey respondent are measuring 4 main metrics: •  Conversion rates from free to paying customers (59%) •  Number of new trial signups or free accounts (56%) •  Web site unique visitors (54%) •  Paying customers churn rate (56%) Fewer are measuring: •  Social media mentions (31%) •  Account activation rate (31%) •  Upgrade & downgrade rates (21%) How often? (figure 5) Most of the survey respondent measure their metrics weekly (36%) or daily (36%)
  • 16. What are the reasons for measuring? (figure 6) Metrics are usually used as a tactical tool to identify areas to focus on or to improve (72%) The respondents use metrics less to help validating strategic decisions and plans (51%) Are they happy with their metrics? (figure 7) Most survey respondent are not satisfied with their executive metrics measurement and would like to improve it if they could (34%)
  • 17. Figure 1 Break Down by Role 39% 32% 29% CEO/GM VP Director
  • 18. Figure 2 Break Down by Department 30% 23% 21% 18% 8% Sales Marketing Customer Product Other Success Management
  • 19. Figure 3 Break Down by Business Model Free Trial 58% Freemium 32% Enterprise Sales 10%
  • 20. Figure 4 Metrics that are measured in SaaS businesses Upgrade & downgrade rates 21% Account usage statistics 51% Account activation rate 31% Lift Time Value 44% Churn rates (of paying customers) 56% Conversion rates (free to paying) 59% Number of new trial/freemium signups 56% Social Media mentions 31% Web site unique visitors 54% * Percentage are more than 100% because of multiple choice option
  • 21. Figure 5 Metrics Frequency Review It varies 5% Quarterly 4% Monthly 9% Weekly 36% Daily (or more) 36% Never 10%
  • 22. Figure 6 Break Down by Metrics Usage Validate strategic decisions and plans 51% Tactical tool to identify areas to focus / improve 72% Monitor the business and its growth 69% * Percentage are more than 100% because of multiple choice option
  • 23. Figure 7 Satisfaction of existing metric usage Not satisfied and learned to live with it 27% Not satisfied and invest on improving it 34% Good enough 24% Very pleased 15%