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

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However there is a common way to measure each step, and the overall funnel, regardless of your sales process. That involves measuring two things for each step: the number of leads that went into the top of that step, and the conversion rate to the next step in the funnel.

Another key value of having these conversion rates is the ability to understand the implications of future forecasts. For example, lets say your company wants to do $4m in the next quarter. You can work backwards to figure out how many demos/trials that means, and given the sales productivity numbers – how many salespeople are required, and going back a stage earlier, how many leads are going to be required. These are crucial planning numbers that can change staffing levels, marketing program spend levels, etc.

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SAAS companies invest between 80% and 120% of their revenue in sales and marketing in the first 5 years of their existence

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Cloud-hosted applications have a 99% uptime

Internet sales strategies are the only sales method to see a decline in CAC, dropping from $0.54 to $0.42 between 2014 and 2015

All types of investment have grown, year-on-year, with the biggest growth during the seed stage of financing

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Cloud application services (SaaS) to reach $126 billions by the end of 2021

55% of SaaS companies rate Customer Retention as the key metric to measure

The very best SAAS companies keep monthly revenue churn at around 0.58%, that’s only about 7% revenue churn a year

Best-in-class SaaS companies achieve 5-7% annual revenue churn – equivalent to a loss of $1 out of every $200 each month

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Customer Segmentation analysis will help point out which are your most profitable segments