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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

Only 8% of large companies use internet sales strategies. The proportion of companies relying on internet sales increases as company size decreases

The metrics that matter for each sales funnel, vary from one company to the next depending on the steps involved in the funnel

The median annual contract value (ACV) was $25K, $21K, $21K, $20K in 2016, 2015, 2014 and 2013

The best place to hide a dead body is page 2 of Google search results.

SaaS companies in the $7.5MM-$15MM range are among the fastest growers

To establish a revenue or lead-commitment based on your funnel metrics and revenue-growth goals, work backward from the gross revenue amount that marketing is responsible for generating (generally around 40%)

The median SaaS business loses about 10% of its revenue to churn each year and that works out to about 0.83% revenue churn a month

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

The fastest growing SaaS companies scale their organizations rapidly, growing their teams by an average of 56% each year

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

More Growth Strategy Stats

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

The average company gets 16% of new ACV sales from up-sells and expansions, though companies with revenue between $10MM-$40MM are relying more heavily on up-sell and expansions

The fastest growing SaaS companies scale their organizations rapidly, growing their teams by an average of 56% each year

Only 8% of large companies use internet sales strategies. The proportion of companies relying on internet sales increases as company size decreases

The global cloud computing market size is expected to grow from USD 371.4 billion in 2020 to USD 832.1 billion by 2025

Even if a software company is growing at 60% annually, its chances of becoming a multibillion-dollar giant are no better than 50/50

As companies scale their growth engines, a slightly-above-average churn rate becomes harder and harder to offset with net new revenue growth, especially when the goal is to outpace it by 4x

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

The average company booking professional services revenue on new deals is equivalent to 16% of the first year subscription value. Professional services margins are approximately 22%

A 1% increase in pricing strategy yields an average 11% increase in profit