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Benchmarking SaaS Companies

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Key benchmarks for SaaS companies; revenue, customer success, sales, quotas, etc.

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Benchmarking SaaS Companies

  1. Benchmarking SaaS Companies Tomasz Tunguz Redpoint Ventures tomtunguz.com
  2. $250k - $40M in Seed, Series A, B, Growth Menlo Park, China, Brazil Lots of *aaS
  3. tomtunguz.com
  4. Environment
  5. SaaS Benchmarks
  6. Methodology • Basket of 41 publicly traded SaaS companies • Measure progress from years since founding • Segment by ACV
  7. Revenue
  8. Payback Period = Gross Margin ÷ CAC
  9. Revenue per Employee
  10. Department Spend
  11. Sales to Engineering Ratio Year Since Founding 1 2 3 4 5 6 7 Median Revenue in $M 3 4 11 25 55 70 98 Sales : Eng Ratio 1.5 3.5 2.0 1.7 1.9 2.4 2.1 Sample Size 1 1 5 9 12 16 18
  12. Capitalization
  13. Evolution of SaaS Fund Raising IPO Cohort Median VC$ Raised Median # of Rounds Median Round Size $M Median IPO Size 1998 42 2.5 17 97 2002 71 3.0 24 86 2006 66 4.0 16 122 2010 101 4.5 22 137
  14. Sales
  15. Sales Efficiency in Year Five Ticker Gross Profit in $M Sales Efficiency ACV VEEV 72.5 3.3 780,000 XERO 2.6 1.9 195 WDAY 40.5 1.7 512,615 DWRE 5.9 1.7 122,294 ZEN 25.0 1.4 1,800
  16. How to Construct Quota Deal Velocity per Month 1 2 3 4 5 6 7 8 1 12 24 36 48 60 72 84 96 5 60 120 180 240 300 360 420 480 ACV in $K 10 120 240 360 480 600 720 840 960 20 240 480 720 960 1,200 1,440 1,680 1,920 50 600 1,200 1,800 2,400 3,000 3,600 4,200 4,800 100 1,200 2,400 3,600 4,800 6,000 7,200 8,400 9,600
  17. Quotas Inside Sales 250k 500k 750k Outside Sales 750k 1.2M 2.0M
  18. Lead to Close Conversion Rates Freemium 2% 3% 4% Inside Sales 15% 20% 30%
  19. Customer Success Maximizing your negative churn
  20. 3,000,000 2,250,000 1,500,000 750,000 0 Churn’s Impact on Revenue Growth 4% 2% 0% -2% -4% 1 8 15 22 MRR in $ Months
  21. Sales and Marketing Spend Required to Double 8.5 5.8 Revenue 3.8 2.2 0.9 4% 2% 0% -2% -4%
  22. $ 2-and-Out Customer 0 15 24 36 months in customer life MRR Cost of Customer Acquisition + Cost to Serve Contribution
  23. $ Renewed Customer, with Customer Success Investment 0 15 24 36 months in customer life MRR Cost of Customer Acquisition + Cost to Serve CS Contri-bution Contribution 21
  24. $ Churned Customer, Despite Customer Success Efforts 0 15 24 36 months in customer life MRR Cost of Customer Acquisition + Cost to Serve CS Contri-bution 21
  25. How much? Expected Value = Save Rate x Value of Extension EV = 30% * 12 months * 83 = $298 About 30% of ACV An existing customer is much less expensive to retain than to acquire a new customer
  26. Thank you Tomasz Tunguz Redpoint Ventures tomtunguz.com

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