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%)

From HubSpot
Quote in Market Research

If you haven’t done so yet, it’s time to establish a revenue or lead-commitment based on your funnel metrics and revenue-growth goals. Then lock these goals in with a service-level agreement between your marketing and sales teams.

From here, clearly define how many marketing-qualified leads must be delivered to the sales team in a given month along with what percentage of those will become sales-qualified, then opportunities, then customers. These metrics will allow you to determine how many account executives will be needed for the sales team when factoring monthly quotas and quota-attainment percentages. It will also help you determine how many visitors and leads the marketing team needs to generate to hit its goals by working backwards from these metrics.

More SaaS + Software Stats

Because of the losses in the early days, which get bigger the more successful the company is at acquiring customers, it is much harder for management and investors to figure out whether a SaaS business is financially viable.

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

If a software company grows at 20% annually, it has a 92% chance of ceasing to exist within a few years

The median annual unit churn for SAAS companies was 10% in 2016

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

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

High-growth companies offer a return to shareholders 5 times greater than medium-growth companies

Publicly-traded SaaS companies have an average Revenue Per Employee of $200,000

SaaS solutions have the highest security features with 95% security failures due to human error

SAAS companies with >$250K median ACV book nearly 25% of their contracts at 3 years or longer

More Market Research Stats

The median cost for a SaaS company to acquire a dollar of new customer revenue is $1.18

86% of SaaS businesses treat “New Customer Acquisition” as their highest growth priority, both in terms of executive support and funding available

Sony’s PlayStation brand had accumulated approximately 38.57 million fans on the social network

The median Customer Acquisition Cost (CAC) for upsells is just $0.28 per $1, less than a quarter of the $1.18 spent to acquire $1 of revenue from a new customer

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

Internet sales-driven companies have a much greater reliance on marketing, with 65% of the median company’s CAC budget devoted to marketing

Investment in marketing automation tools is expected to reach $25 billion by the year 2023

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%

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

If you are charging $500 per month, you can afford to spend up to 12x that amount (i.e. $6,000) on acquiring a new customer