SaaS Metrics

Recurring Revenue

MRR

New Business MRR: Revenue added when customers convert from Lead to Active.

Expansion MRR: Revenue added from subscribers.

Contraction MRR: Revenue lost from subscribers.

Churn MRR: Revenue lost from subscribers cancelling all their subscriptions.

Reactivation MRR: Revenue added when customers purchase a subscription after they had previously churned.

Net MRR Movement: Net change in recurring revenue from the previous period.

Net ARR Movement: The net change in ARR from the previous period.

Exchange Rate Impact: Changes in MRR due to fluctuations in the exchange rate between the payment currency and your account’s currency.

MRR Movements

Annual Run Rate

Leads and Trials

Leads

Free Trials

Trial-to-Paid Conversion Rate

Average Sales Cycle Length

Subscribers

Average Revenue Per Account

Average Sale Price

Customer Lifetime Value

Subscribers

Customer Lifetime Value

Subscribers

Subscriptions

Subscription Quantity

Churn

Customer Churn Rate

Net MRR Churn Rate

Gross MRR Churn Rate

Quantity Churn Rate

Transactions

Net Cash Flow

Gross Cash Flow

Non-Recurring Cash Flow

Successful Payments

Refunds

Failed Transactions

Non-Subscription

Non-Subscription Customers

Average Order Value

Average Spend Per Customer


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Marketing Model Strategy

There is the age-old marketing and sales argument when it comes to who you should market to, and before you take a deep dive into any marketing tactics, I also think you need to remember… Marketing tactics for one market type fail horribly in others. The bottom-up or top-down approach? The Maker or the Shaker?…

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Customer Acquisition Model

Free Trial, Freemium, or Demo Model? Each business, product, service or industry can be very different, and there is no one fits all approach. These models don’t always work hand in hand or are suitable for a specific product or audience. When deciding between a free trial, freemium, or demo model, you need to be…

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