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Of course, any good marketing plan will include how it will be measured. Here are the key metrics that you should look to when gauging the marketing success of your SaaS.

MQL velocity

MQL velocity has been called “the most important metric in SaaS.” This is because though sales and pipeline forecasts are useful, they are lagging indicators hinging on both correct opportunity probability assignments and close dates. However, by looking at MQL velocity compared to lead commits, you can see forward-looking insights beyond a traditional pipeline report.

 

HubSpot

More SaaS + Software Stats

The fastest growing SAAS companies averaged $250k in MRR and were only losing around 3.2% of that revenue each month to churn

Companies that spend more on sales and marketing (as a % of revenue) generally grew at a faster rate than those that spent less

The 2015 median revenue growth rate was 44%, while the median projected growth rate for 2016 is 48%

More than 1/2 of SAAS companies increased their spending on customer retention last year

More than two thirds of SAAS companies experienced annual churn rates of 5% or higher

The very best SaaS businesses have a negative revenue churn rate and will have a Revenue Retention Rate of greater than 100%

Non-renewal rates are higher than gross dollar churn rates and higher for shorter duration contracts

To generate a single dollar of new customer revenue, Field Sales strategies have an average Customer Acquisition Cost (CAC) of $1.14

High-growth companies generate 60% fewer sales opportunities than low-growth companies

Gross dollar churn among companies with an internet go-to-market strategy saw a meaningful increase, up from 8% in 2015

More Growth Strategy Stats

As of December 2018, there were total 105,000 employees in Lockheed Martin, as compared to 126,000 employees in 2015.

Negative Churn and Expansion Revenue

47% of millennials want to work at diverse companies, according to a recent study.

Revenue Renewal Rate= (MRR up for the renewal at beginning of month- MRR not renewed at the end of month)/ MRR up for renewal at beginning of month)

26% of SAAS companies with at least $15MM in GAAP revenue had a revenue growth rate + EBITDA margin of 40% or higher.

At Facebook, 15 percent of tech roles are staffed by women

Internet Sales strategies have a significantly lower CAC of just $0.42

The 2015 median revenue growth rate was 44%, while the median projected growth rate for 2016 is 48%

They may forget what you said, but they will never forget how you made them feel.

The median SaaS business generates 16% of its new Annual Contract Value (ACV) from upselling to existing customers