SaaS Metrics School

Episode 71 – How Do You Measure MRR When It’s Usage with No Minimums? In episode #71, I dive into the wild world of variable revenue. It can be difficult to report. And it makes metrics calculations more difficult. - What is variable revenue? - How do we report MRR? - Considerations with metrics Subscribe to Ben’s SaaS newsletter: https://mailchi.mp/df1db6bf8bca/the-saas-cfo-sign-up-landing-page SaaS Metrics courses here: https://www.thesaasacademy.com/ Join Ben’s SaaS community here: https://www.thesaasacademy.com/offers/ivNjwYDx/checkout Follow Ben on LinkedIn: https://www.linkedin.com/in/benrmurray  

In episode #70, I dive into services revenue. Managed services is not professional services and must be reported separately. What is managed services? How do we report managed services? Subscribe to Ben’s SaaS newsletter: https://mailchi.mp/df1db6bf8bca/the-saas-cfo-sign-up-landing-page SaaS Metrics courses here: https://www.thesaasacademy.com/ Join Ben’s SaaS community here: https://www.thesaasacademy.com/offers/ivNjwYDx/checkout Follow Ben on LinkedIn: https://www.linkedin.com/in/benrmurray

In episode #69, I dive into bookings and renewals. Not all renewals are a software booking. But a software booking can come from a renewal. - What is a renewal? - When does a renewal become a booking? Subscribe to Ben’s SaaS newsletter: https://mailchi.mp/df1db6bf8bca/the-saas-cfo-sign-up-landing-page SaaS Metrics courses here: https://www.thesaasacademy.com/ Join Ben’s SaaS community here: https://www.thesaasacademy.com/offers/ivNjwYDx/checkout Follow Ben on LinkedIn: https://www.linkedin.com/in/benrmurray

In episode #68, I dive into revenue reporting and variable revenue. If we offer subscription pricing tiers that cover usage levels, how do we track excess? - Pricing scenarios - How to track excess over minimums? - Unique product ID’s / SKU’s / general ledger accounts Subscribe to Ben’s SaaS newsletter: https://mailchi.mp/df1db6bf8bca/the-saas-cfo-sign-up-landing-page SaaS Metrics courses here: https://www.thesaasacademy.com/ Join Ben’s SaaS community here: https://www.thesaasacademy.com/offers/ivNjwYDx/checkout Follow Ben on LinkedIn: https://www.linkedin.com/in/benrmurray

In episode #67, I dive into churn reporting. This is a very common question. What month do we report churn? Finance and Customer Success like to report two different ways. - What is churn? - How should we report this? - What systems track this? Subscribe to Ben’s SaaS newsletter: https://mailchi.mp/df1db6bf8bca/the-saas-cfo-sign-up-landing-page SaaS Metrics courses here: https://www.thesaasacademy.com/ Join Ben’s SaaS community here: https://www.thesaasacademy.com/offers/ivNjwYDx/checkout Follow Ben on LinkedIn: https://www.linkedin.com/in/benrmurray

In episode #66, I dive into expansion lingo. It’s important to track expansion correctly but you may have multiple product lines and multiple sales teams. Let’s get detailed in our reporting. - What is a cross-sell? - What is an upsell? - Why does this matter? Subscribe to Ben’s SaaS newsletter: https://mailchi.mp/df1db6bf8bca/the-saas-cfo-sign-up-landing-page SaaS Metrics courses here: https://www.thesaasacademy.com/ Join Ben’s SaaS community here: https://www.thesaasacademy.com/offers/ivNjwYDx/checkout Follow Ben on LinkedIn: https://www.linkedin.com/in/benrmurray

In episode #65, I dive into the world bookings reports. It’s important that we have a common basis for reporting software bookings. This affects analysis, due diligence, and revenue forecasting. - What is a booking? - Should we use ARR or TCV? - What if there is a step up in price each year? Subscribe to Ben’s SaaS newsletter: https://mailchi.mp/df1db6bf8bca/the-saas-cfo-sign-up-landing-page SaaS Metrics courses here: https://www.thesaasacademy.com/ Join Ben’s SaaS community here: https://www.thesaasacademy.com/offers/ivNjwYDx/checkout Follow Ben on LinkedIn: https://www.linkedin.com/in/benrmurray

In episode #64, I dive into the world of SaaS benchmarks and reports. I’ll cover my favorite benchmark data sources and reports. And how I benchmark my SaaS clients. - The danger of aggregate benchmarks - How I benchmark SaaS companies - Benchmark data sources Check out: https://www.benchmarkit.ai/ Subscribe to Ben’s SaaS newsletter: https://mailchi.mp/df1db6bf8bca/the-saas-cfo-sign-up-landing-page SaaS Metrics courses here: https://www.thesaasacademy.com/ Join Ben’s SaaS community here: https://www.thesaasacademy.com/offers/ivNjwYDx/checkout Follow Ben on LinkedIn: https://www.linkedin.com/in/benrmurray

Episode 63 – Timing Mismatch Between Bookings Date and CAC In episode #63, I dive into how our bookings date may affect our sales and marketing efficiency metrics. There are two main camps when it comes to what date we used for our closed own opportunity. - Two main camps for bookings date - How does this impact S&M efficiency metrics Subscribe to Ben’s SaaS newsletter: https://mailchi.mp/df1db6bf8bca/the-saas-cfo-sign-up-landing-page SaaS Metrics courses here: https://www.thesaasacademy.com/ Join Ben’s SaaS community here: https://www.thesaasacademy.com/offers/ivNjwYDx/checkout Follow Ben on LinkedIn: https://www.linkedin.com/in/benrmurray

In episode #62, I dive into revenue and COGS when we have usage-based revenue. Or really any type of variable revenue. Our revenue streams dictate the setup of our COGS section on our SaaS P&L. - Variable revenue - COGS for variable revenue - Margins by revenue stream Subscribe to Ben’s SaaS newsletter: https://mailchi.mp/df1db6bf8bca/the-saas-cfo-sign-up-landing-page SaaS Metrics courses here: https://www.thesaasacademy.com/ Join Ben’s SaaS community here: https://www.thesaasacademy.com/offers/ivNjwYDx/checkout Follow Ben on LinkedIn: https://www.linkedin.com/in/benrmurray

In episode #61, I dive into retention math. Gross revenue retention and net revenue retention are “must-have” metrics. But it gets confusing on how to properly annualize monthly retention numbers. - Don’t x 12 - To the power of - Annualize monthly, quarterly, and semi-annual How to create your MRR schedule lesson: https://www.thesaasacademy.com/offers/gmbMDsYN/checkout Subscribe to Ben’s SaaS newsletter: https://mailchi.mp/df1db6bf8bca/the-saas-cfo-sign-up-landing-page SaaS Metrics courses here: https://www.thesaasacademy.com/ Join Ben’s SaaS community here: https://www.thesaasacademy.com/offers/ivNjwYDx/checkout Follow Ben on LinkedIn: https://www.linkedin.com/in/benrmurray

In episode #60, I dive into Net Revenue Retention. It is a “must-have” metric and required when going through due diligence. It relies on a clean MRR schedule. - What is NRR - Expansion - Contraction - Churn - Time period to measure - Net revenue retention benchmarks How to create your MRR schedule lesson: https://www.thesaasacademy.com/offers/gmbMDsYN/checkout SaaS Metrics courses here: https://www.thesaasacademy.com/ Join Ben’s SaaS community here: https://www.thesaasacademy.com/offers/ivNjwYDx/checkout Follow Ben on LinkedIn: https://www.linkedin.com/in/benrmurray Subscribe to Ben’s SaaS newsletter: https://mailchi.mp/df1db6bf8bca/the-saas-cfo-sign-up-landing-page

In episode #59, I dive into Gross Revenue Retention. It is a “must-have” metric and required when going through due diligence. It relies on a clean MRR schedule. - What is GRR? - Contraction - Churn - Gross revenue retention benchmarks How to create your MRR schedule lesson: https://www.thesaasacademy.com/offers/gmbMDsYN/checkout SaaS Metrics courses here: https://www.thesaasacademy.com/ Join Ben’s SaaS community here: https://www.thesaasacademy.com/offers/ivNjwYDx/checkout Follow Ben on LinkedIn: https://www.linkedin.com/in/benrmurray Subscribe to Ben’s SaaS newsletter: https://mailchi.mp/df1db6bf8bca/the-saas-cfo-sign-up-landing-page

In episode #58, I dive into the proper SaaS P&L setup. This is fundamental to good SaaS financial management. There is a progression to our financial maturity. And clear signals that we don't have our financials set up correctly. - The SaaS P&L setup - COGS vs. OpEx - What are best-in-class margins? SaaS Metrics courses here: https://www.thesaasacademy.com/ Join Ben’s SaaS community here: https://www.thesaasacademy.com/offers/ivNjwYDx/checkout Follow Ben on LinkedIn: https://www.linkedin.com/in/benrmurray Subscribe to Ben’s SaaS newsletter: https://mailchi.mp/df1db6bf8bca/the-saas-cfo-sign-up-landing-page

In episode #57, I dive into my 5 Pillar SaaS Metrics Framework. There is a progression to our financial maturity and our metrics. Today, let’s talk about Pillar 5 which is usually everyone’s favorite pillar. - CAC - CAC Payback Period - Cost of ARR - SaaS Magic Number - Rev per FTE - ROSE Metric - R&D Investment Efficiency Download my framework here: https://www.thesaascfo.com/downloads/five-pillar-metrics-framework/ SaaS Metrics courses here: https://www.thesaasacademy.com/ Join Ben’s SaaS community here: https://www.thesaasacademy.com/offers/ivNjwYDx/checkout Follow Ben on LinkedIn: https://www.linkedin.com/in/benrmurray Subscribe to Ben’s SaaS newsletter: https://mailchi.mp/df1db6bf8bca/the-saas-cfo-sign-up-landing-page

In episode #56, I dive into my 5 Pillar SaaS Metrics Framework. There is a progression to our financial maturity and our metrics. Today, let’s talk about Pillar 4 and your financial profile. - Rule of 40 - R&D as % of revenue - S&M as % of revenue - G&A as % of revenue - EBITDA - Operating leverage Check out Episode 38 for more on your OpEx profile: https://podcasts.apple.com/us/podcast/what-is-your-saas-opex-profile/id1697566096?i=1000625023062 Download my framework here: https://www.thesaascfo.com/downloads/five-pillar-metrics-framework/ SaaS Metrics courses here: https://www.thesaasacademy.com/ Join Ben’s SaaS community here: https://www.thesaasacademy.com/offers/ivNjwYDx/checkout Follow Ben on LinkedIn: https://www.linkedin.com/in/benrmurray Subscribe to Ben’s SaaS newsletter: https://mailchi.mp/df1db6bf8bca/the-saas-cfo-sign-up-landing-page

In episode #55, I dive into my 5 Pillar SaaS Metrics Framework. There is a progression in our financial maturity and our metrics. Today, let’s talk about Pillar 3 and margins. - Overall gross margin - Margins by revenue stream - Revenue mix - COGS vs OpEx Download my framework here: https://www.thesaascfo.com/downloads/five-pillar-metrics-framework/ SaaS Metrics courses here: https://www.thesaasacademy.com/ Join Ben’s SaaS community here: https://www.thesaasacademy.com/offers/ivNjwYDx/checkout Follow Ben on LinkedIn: https://www.linkedin.com/in/benrmurray Subscribe to Ben’s SaaS newsletter: https://mailchi.mp/df1db6bf8bca/the-saas-cfo-sign-up-landing-page

In episode #54, I dive into my 5 Pillar SaaS Metrics Framework. There is a progression to our financial maturity and our metrics. Today, let’s talk about Pillar 2 and retention. - Customer retention - Gross revenue retention - Net revenue retention - Renewal rate - CSAT / NPA - RPO’s (bonus) Download my framework here: https://www.thesaascfo.com/downloads/five-pillar-metrics-framework/ SaaS Metrics courses here: https://www.thesaasacademy.com/ Join Ben’s SaaS community here: https://www.thesaasacademy.com/offers/ivNjwYDx/checkout Follow Ben on LinkedIn: https://www.linkedin.com/in/benrmurray Subscribe to Ben’s SaaS newsletter: https://mailchi.mp/df1db6bf8bca/the-saas-cfo-sign-up-landing-page

In episode #53, I dive into my 5 Pillar SaaS Metrics Framework. There is a progression to our financial maturity and our metrics. A message from a new SaaS founder had me thinking about the first step in our revenue journey. - New revenue - Expansion revenue - New customers - Bookings data, payments data, or invoice data Download my framework here: https://www.thesaascfo.com/downloads/five-pillar-metrics-framework/ SaaS Metrics courses here: https://www.thesaasacademy.com/ Join Ben’s SaaS community here: https://www.thesaasacademy.com/offers/ivNjwYDx/checkout Follow Ben on LinkedIn: https://www.linkedin.com/in/benrmurray Subscribe to Ben’s SaaS newsletter: https://mailchi.mp/df1db6bf8bca/the-saas-cfo-sign-up-landing-page

In episode #52, I dive into metrics and valuations. It’s interesting to hear investors say that they are not focused solely on one metric to value your business or do a deal. Of course, a really bad number could sink a deal but we have to look at the entire SaaS metrics picture. - Should I focus on one metric? - Should I focus on many metrics? - My 5 pillar SaaS metrics framework Download my framework here: https://www.thesaascfo.com/downloads/five-pillar-metrics-framework/ SaaS Metrics courses here: https://www.thesaasacademy.com/ Join Ben’s SaaS community here: https://www.thesaasacademy.com/offers/ivNjwYDx/checkout Follow Ben on LinkedIn: https://www.linkedin.com/in/benrmurray Subscribe to Ben’s SaaS newsletter: https://mailchi.mp/df1db6bf8bca/the-saas-cfo-sign-up-landing-page

Two Methods to Run Retention Analysis In episode #51, I dive into how to run retention analysis. There are a lot of purists out there, but we have to be practical and realistic with the data that we have available to us. - What is Gross Revenue Retention - What is Net Revenue Retention - Cohort method - Aggregate method Blog post and template on retention: https://www.thesaascfo.com/how-to-calculate-net-dollar-retention/ SaaS Metrics courses here: https://www.thesaasacademy.com/ Join Ben’s SaaS community here: https://www.thesaasacademy.com/offers/ivNjwYDx/checkout Follow Ben on LinkedIn: https://www.linkedin.com/in/benrmurray Subscribe to Ben’s SaaS newsletter: https://mailchi.mp/df1db6bf8bca/the-saas-cfo-sign-up-landing-page

In episode #50, I dive into cohort analysis. This is thrown around a lot in SaaS. It doesn’t apply in all situations so don’t always jump on the cohort bandwagon. - What is cohort analysis? - What metrics are relevant? - When does it not apply? Download my cohort analysis template from this free course: https://www.thesaasacademy.com/offers/gmbMDsYN/checkout SaaS Metrics courses here: https://www.thesaasacademy.com/ Join Ben’s SaaS community here: https://www.thesaasacademy.com/offers/ivNjwYDx/checkout Follow Ben on LinkedIn: https://www.linkedin.com/in/benrmurray Subscribe to Ben’s SaaS newsletter: https://mailchi.mp/df1db6bf8bca/the-saas-cfo-sign-up-landing-page

In episode #49, I dive into Klaviyo’s gross profit and OpEx profile. It’s really interesting to see how they are performing at scale, and it doesn’t disappoint. - Gross Profit - OpEx Profile - Best in class numbers SaaS Metrics courses here: https://www.thesaasacademy.com/ Join Ben’s SaaS community here: https://www.thesaasacademy.com/offers/ivNjwYDx/checkout Follow Ben on LinkedIn: https://www.linkedin.com/in/benrmurray Subscribe to Ben’s SaaS newsletter: https://mailchi.mp/df1db6bf8bca/the-saas-cfo-sign-up-landing-page

In episode #48, I dive into Klaviyo’s net revenue retention (NRR) formula. Its formula appears pretty standard, but catch episode #47 on Klaviyo’s gross revenue retention. It’s not very standard. - The standard NRR formula - Klaviyo’s NRR formula Klaviyo's S-1 can be found here: https://www.sec.gov/Archives/edgar/data/1835830/000162828023030618/klaviyoincs-1.htm SaaS Metrics courses here: https://www.thesaasacademy.com/ Join Ben’s SaaS community here: https://www.thesaasacademy.com/offers/ivNjwYDx/checkout Follow Ben on LinkedIn: https://www.linkedin.com/in/benrmurray Subscribe to Ben’s SaaS newsletter: https://mailchi.mp/df1db6bf8bca/the-saas-cfo-sign-up-landing-page

In episode #47, I dive into Klaviyo’s gross revenue retention (GRR) formula. Wait! What? That definition does not look standard. - The standard GRR formula - Klaviyo’s GRR formula - 2 big takeaways Blog post on gross revenue retention: https://www.thesaascfo.com/how-to-calculate-gross-dollar-retention/ SaaS Metrics courses here: https://www.thesaasacademy.com/ Join Ben’s SaaS community here: https://www.thesaasacademy.com/offers/ivNjwYDx/checkout Follow Ben on LinkedIn: https://www.linkedin.com/in/benrmurray Subscribe to Ben’s SaaS newsletter: https://mailchi.mp/df1db6bf8bca/the-saas-cfo-sign-up-landing-page

In episode #46, I dive into the sometimes ambiguous world of churn. Seems like this should be easy. - What is churn? - When should churn be counted in our reports? - This will impact our retention metrics SaaS Metrics courses here: https://www.thesaasacademy.com/ Join Ben’s SaaS community here: https://www.thesaasacademy.com/offers/ivNjwYDx/checkout Follow Ben on LinkedIn: https://www.linkedin.com/in/benrmurray Subscribe to Ben’s SaaS newsletter: https://mailchi.mp/df1db6bf8bca/the-saas-cfo-sign-up-landing-page

In episode #45, I dive into SaaS metrics lingo. TCV, ACV, and ARR are common terms in SaaS that mean many different things. Let’s not confuse this in our bookings reports. - What is ARR? - What is ACV? - What is TCV? SaaS Metrics courses here: https://www.thesaasacademy.com/ Join Ben’s SaaS community here: https://www.thesaasacademy.com/offers/ivNjwYDx/checkout Follow Ben on LinkedIn: https://www.linkedin.com/in/benrmurray Subscribe to Ben’s SaaS newsletter: https://mailchi.mp/df1db6bf8bca/the-saas-cfo-sign-up-landing-page

In episode #44, I dive into one of the biggest data mistakes that I see in SaaS. It’s your closed won opportunity data. Opp data drives reporting, analysis, and invoicing. - Why this matters? - Biggest mistakes - Bookings drive revenue forecasts - Downline impact on S&M metrics CRM Opportunity replay in my No Fluff course: https://www.thesaasacademy.com/offers/zz3ZR2WL/checkout SaaS Metrics courses here: https://www.thesaasacademy.com/ Join Ben’s SaaS community here: https://www.thesaasacademy.com/offers/ivNjwYDx/checkout Follow Ben on LinkedIn: https://www.linkedin.com/in/benrmurray Subscribe to Ben’s SaaS newsletter: https://mailchi.mp/df1db6bf8bca/the-saas-cfo-sign-up-landing-page

In episode #43, I dive into forecasts and reality. I’ve seen a lot of SaaS P&Ls and forecasts. There is a simple way to call BS on a forecast. And to help size up your sales and marketing investment needed to hit sales forecasts. - What metric do we use to call BS - How to size sales and marketing investment - Benchmarks vary Blog post on the Cost of ARR: https://www.thesaascfo.com/saas-cac-ratio/ SaaS Metrics courses here: https://www.thesaasacademy.com/ Join Ben’s SaaS community here: https://www.thesaasacademy.com/offers/ivNjwYDx/checkout Follow Ben on LinkedIn: https://www.linkedin.com/in/benrmurray Subscribe to Ben’s SaaS newsletter: https://mailchi.mp/df1db6bf8bca/the-saas-cfo-sign-up-landing-page

In episode #42, I dive into the structure of your SaaS P&L. After improving your chart of accounts, this is the second step in improving your SaaS finance foundation. There is a specific structure we need in a SaaS P&L. - Your out-of-the-box P&L is wrong - What are the revenue categories - What are the COGS categories - What are the OpEx categories SaaS P&L Structure Blog Post: https://www.thesaascfo.com/how-to-structure-your-saas-pl/ SaaS Metrics courses here: https://www.thesaasacademy.com/ Join Ben’s SaaS community here: https://www.thesaasacademy.com/offers/ivNjwYDx/checkout Follow Ben on LinkedIn: https://www.linkedin.com/in/benrmurray Subscribe to Ben’s SaaS newsletter: https://mailchi.mp/df1db6bf8bca/the-saas-cfo-sign-up-landing-page

In episode #41, I dive into R&D investment efficiency. When I was researching episode 40 on the R&D Payback Ratio, I stumbled upon an article by Boston Consulting Group. - What is the R&D Index? - What are the inputs? - What does this measure? - What are the benchmarks? Boston Consulting Group post: https://www.bcg.com/publications/2019/software-companies-using-research-and-development-more R&D Investment Efficiency Blog Post: https://www.thesaascfo.com/how-to-calculate-your-saas-rd-investment-efficiency/ SaaS Metrics courses here: https://www.thesaasacademy.com/ Join Ben’s SaaS community here: https://www.thesaasacademy.com/offers/ivNjwYDx/checkout Follow Ben on LinkedIn: https://www.linkedin.com/in/benrmurray Subscribe to Ben’s SaaS newsletter: https://mailchi.mp/df1db6bf8bca/the-saas-cfo-sign-up-landing-page

In episode #40, I dive into R&D efficiency. I think this has always been a hard one. The correlation between R&D investment and growth. A reader brought this metric to my attention so I did a little digging. - What is the R&D Payback Ratio - What are the inputs - What are the drawbacks Credit: https://www.opexengine.com/are-we-any-good-at-rd-investment-in-the-software-and-saas-world/ SaaS Metrics courses here: https://www.thesaasacademy.com/ Join Ben’s SaaS community here: https://www.thesaasacademy.com/offers/ivNjwYDx/checkout Follow Ben on LinkedIn: https://www.linkedin.com/in/benrmurray Subscribe to Ben’s SaaS newsletter: https://mailchi.mp/df1db6bf8bca/the-saas-cfo-sign-up-landing-page

In episode #39, I address COGS and usage-based revenue. It’s so important to track COGS correctly for your SaaS. Your COGS area is often dictated by your revenue streams. That’s the case when you have any type of variable revenue streams. - What is COGS for pure play SaaS - What if we have usage-based revenue - Why is this setup so important to manage SaaS SaaS Metrics courses here: https://www.thesaasacademy.com/ Join Ben’s SaaS community here: https://www.thesaasacademy.com/offers/ivNjwYDx/checkout Follow Ben on LinkedIn: https://www.linkedin.com/in/benrmurray Subscribe to Ben’s SaaS newsletter: https://mailchi.mp/df1db6bf8bca/the-saas-cfo-sign-up-landing-page

In episode #38, I address the “bottom half” of your SaaS P&L. This is your OpEx area, or operating expenses. There is a common way to analyze this area for efficiency. - What is SaaS OpEx - How do we analyze OpEx - Sales and marketing need not apply Download my SaaS P&L structure template here: https://www.thesaascfo.com/how-to-structure-your-saas-pl/ SaaS Metrics courses here: https://www.thesaasacademy.com/ Join Ben’s SaaS community here: https://www.thesaasacademy.com/offers/ivNjwYDx/checkout Follow Ben on LinkedIn: https://www.linkedin.com/in/benrmurray Subscribe to Ben’s SaaS newsletter: https://mailchi.mp/df1db6bf8bca/the-saas-cfo-sign-up-landing-page

In episode #37, I address the top three SaaS metrics. And I’m sorry that this will really disappoint you. - Are there really top 3 metrics? - Top metrics according to my SaaS founder interviews - Your SaaS metrics framework Download my 5 Pillar SaaS Metrics Framework here: https://1drv.ms/f/s!Ahm6BxeweIsNgbt-cX-iaRehn4EVuw?e=XeNZoB SaaS Metrics courses here: https://www.thesaasacademy.com/ Join Ben’s SaaS community here: https://www.thesaasacademy.com/offers/ivNjwYDx/checkout Follow Ben on LinkedIn: https://www.linkedin.com/in/benrmurray Subscribe to Ben’s SaaS newsletter: https://mailchi.mp/df1db6bf8bca/the-saas-cfo-sign-up-landing-page

In episode #36, I address how to know which metrics are relevant for your stage. There are a lot of metrics to calculate, but we can easily go overboard with too many metrics. - Metrics by stage - Metrics by ARR - Your SaaS metrics roadmap Download my 5 Pillar SaaS Metrics Framework here: https://1drv.ms/f/s!Ahm6BxeweIsNgbt-cX-iaRehn4EVuw?e=XeNZoB SaaS Metrics courses here: https://www.thesaasacademy.com/ Join Ben’s SaaS community here: https://www.thesaasacademy.com/offers/ivNjwYDx/checkout Follow Ben on LinkedIn: https://www.linkedin.com/in/benrmurray Subscribe to Ben’s SaaS newsletter: https://mailchi.mp/df1db6bf8bca/the-saas-cfo-sign-up-landing-page

In episode #35, I address a nuance of the CAC Payback Period metric. It’s one of my favorite metrics and requires three inputs. - What is CAC Payback Period - What are the three inputs to the formula - What does gross margin adjusted mean Download my CAC Payback template at this link: https://www.thesaasacademy.com/pl/2147762344 SaaS Metrics courses here: https://www.thesaasacademy.com/ Join Ben’s SaaS community here: https://www.thesaasacademy.com/offers/ivNjwYDx/checkout Follow Ben on LinkedIn: https://www.linkedin.com/in/benrmurray Subscribe to Ben’s SaaS newsletter: https://mailchi.mp/df1db6bf8bca/the-saas-cfo-sign-up-landing-page

In episode #34, I address the forgotten metric, ARPA. ARPA stands for average revenue per account. It’s such a simple metric that it is often forgotten. However, I use this metric a lot with retention analysis and forecasting. - What is ARPA? - How I use it in retention analysis - How I use it in forecasting >> Join Ben’s SaaS community here: https://www.thesaasacademy.com/offers/ivNjwYDx/checkout Almost 3,000 members! I hold a lot of metrics AMA's on Fridays. SaaS Metrics courses here: https://www.thesaasacademy.com/ Follow Ben on LinkedIn: https://www.linkedin.com/in/benrmurray Subscribe to Ben’s SaaS newsletter: https://mailchi.mp/df1db6bf8bca/the-saas-cfo-sign-up-landing-page

In episode #33, I address close dates for our bookings data. There are two primary camps when it comes to the date of record for a Closed Won opportunity. - What is a close date? - Option 1 – date of execution - Option 2 – subscription start date - Mismatch between bookings date and S&M metrics - Make sure it’s defined internally Download my bookings template from this blog post: https://www.thesaascfo.com/the-saas-bookings-report/ SaaS Metrics courses here: https://www.thesaasacademy.com/ Join Ben’s SaaS community here: https://www.thesaasacademy.com/offers/ivNjwYDx/checkout Follow Ben on LinkedIn: https://www.linkedin.com/in/benrmurray Subscribe to Ben’s SaaS newsletter: https://mailchi.mp/df1db6bf8bca/the-saas-cfo-sign-up-landing-page

In episode #32, I address CAC, or customer acquisition cost, and why it behaves like debt. This is important to understand as high CAC and low retention can sink your SaaS. - What is CAC? - What happens when a customer churns? - Does CAC go away? - Understanding your payback point Download my CAC Payback template at this link. SaaS Metrics courses here: https://www.thesaasacademy.com/ Join Ben’s SaaS community here: https://www.thesaasacademy.com/offers/ivNjwYDx/checkout Follow Ben on LinkedIn: https://www.linkedin.com/in/benrmurray Subscribe to Ben’s SaaS newsletter: https://mailchi.mp/df1db6bf8bca/the-saas-cfo-sign-up-landing-page

In episode #31, I address the ever-changing definition of ARR. It’s so important to get this right for several reasons. It affects your metrics and valuation. Credit to a SaaStr post on calling ARR corrupt. It got me thinking about this very important topic. - What was ARR? - What is ARR today? - What is not ARR - Clear revenue categories - Clear bookings data - Impact on metrics SaaS Metrics courses here: https://www.thesaasacademy.com/ Join Ben’s SaaS community here: https://www.thesaasacademy.com/offers/ivNjwYDx/checkout Follow Ben on LinkedIn: https://www.linkedin.com/in/benrmurray Subscribe to Ben’s SaaS newsletter: https://mailchi.mp/df1db6bf8bca/the-saas-cfo-sign-up-landing-page

In episode #30, I address variable revenue and software bookings. This is a hot topic in SaaS. It can be dangerous to mix subscription revenue with variable revenue. - What is a software booking? - Does variable revenue count as a booking? - Contract minimums matter SaaS Metrics courses here: https://www.thesaasacademy.com/ Join Ben’s SaaS community here: https://www.thesaasacademy.com/offers/ivNjwYDx/checkout Follow Ben on LinkedIn: https://www.linkedin.com/in/benrmurray Subscribe to Ben’s SaaS newsletter: https://mailchi.mp/df1db6bf8bca/the-saas-cfo-sign-up-landing-page

In episode #29, I address the nuances of renewals and software bookings. Renewals may or may not be a booking. Of course, it depends! - What is a renewal? - When does a renewal count as booking? - Track incremental ARR - Renewal rates SaaS Metrics courses here: https://www.thesaasacademy.com/ Join Ben’s SaaS community here: https://www.thesaasacademy.com/offers/ivNjwYDx/checkout Follow Ben on LinkedIn: https://www.linkedin.com/in/benrmurray Subscribe to Ben’s SaaS newsletter: https://mailchi.mp/df1db6bf8bca/the-saas-cfo-sign-up-landing-page

In episode #28, I address the nuances of software bookings. This is a common question from students in my SaaS metrics course at TheSaaSAcademy.com. Do price changes or inflators count towards my bookings number? - What counts as price change? - Should this count as a booking? - Your retention numbers don’t lie SaaS Metrics courses here: https://www.thesaasacademy.com/ Join Ben’s SaaS community here: https://www.thesaasacademy.com/offers/ivNjwYDx/checkout Follow Ben on LinkedIn: https://www.linkedin.com/in/benrmurray Subscribe to Ben’s SaaS newsletter: https://mailchi.mp/df1db6bf8bca/the-saas-cfo-sign-up-landing-page

In episode #27, I address the nuances of software bookings. It’s important to track expansion ARR just like new customer ARR. There are two types of expansion bookings. - What is an upsell? - What is a cross-sell? - Track gross and incremental ARR - Don't mix New and Expansion - Opportunity record type SaaS Metrics courses here: https://www.thesaasacademy.com/ Join Ben’s SaaS community here: https://www.thesaasacademy.com/offers/ivNjwYDx/checkout Follow Ben on LinkedIn: https://www.linkedin.com/in/benrmurray Subscribe to Ben’s SaaS newsletter: https://mailchi.mp/df1db6bf8bca/the-saas-cfo-sign-up-landing-page

In episode #26, I address software bookings. What if I offer a self-service SaaS product? Low ACV and a high volume of customers. - Are software booking still applicable? - What data should I track? - How do I create bookings data in this situation? SaaS Metrics courses here: https://www.thesaasacademy.com/ Join Ben’s SaaS community here: https://www.thesaasacademy.com/offers/ivNjwYDx/checkout Follow Ben on LinkedIn: https://www.linkedin.com/in/benrmurray Subscribe to Ben’s SaaS newsletter: https://mailchi.mp/df1db6bf8bca/the-saas-cfo-sign-up-landing-page

In episode #25, I address software bookings. Bookings are the life of a SaaS business. It’s so important to track bookings accurately, but it is often harder than you think. - What is a software booking? - Where do I track bookings? - What data should I track? - When do you record a booking? - Data integrity with bookings Learn more about bookings here: https://www.thesaascfo.com/the-saas-bookings-report/ SaaS Metrics courses here: https://www.thesaasacademy.com/ Join Ben’s SaaS community here: https://www.thesaasacademy.com/offers/ivNjwYDx/checkout Follow Ben on LinkedIn: https://www.linkedin.com/in/benrmurray Subscribe to Ben’s SaaS newsletter: https://mailchi.mp/df1db6bf8bca/the-saas-cfo-sign-up-landing-page

In episode #24, I address the advanced customer lifetime value (LTV) formula. But we have to be careful how we used the advanced formula. Let's talk about the additional inputs and the outcome. - How to make LTV more sophisticated. - Don’t you dare compare it to CAC - Is advanced LTV really used in practice? SaaS Metrics courses here: https://www.thesaasacademy.com/ Join Ben’s SaaS community here: https://www.thesaasacademy.com/offers/ivNjwYDx/checkout Follow Ben on LinkedIn: https://www.linkedin.com/in/benrmurray Subscribe to Ben’s SaaS newsletter: https://mailchi.mp/df1db6bf8bca/the-saas-cfo-sign-up-landing-page

In episode #23, I address customer lifetime value (LTV) as a standalone metric. It's not! We must compare it to CAC just like CAC can’t be used as a standalone metric. - Why LTV is not a standalone metric? - We compare LTV to CAC - 4 is the new “3” for LTV to CAC SaaS Metrics courses here: https://www.thesaasacademy.com/ Join Ben’s SaaS community here: https://www.thesaasacademy.com/offers/ivNjwYDx/checkout Follow Ben on LinkedIn: https://www.linkedin.com/in/benrmurray Subscribe to Ben’s SaaS newsletter: https://mailchi.mp/df1db6bf8bca/the-saas-cfo-sign-up-landing-page

In episode #22, I address customer lifetime value (LTV) when we chase mid-market and enterprise customers. Does LTV provide much value in a higher ACV environment? - What’s my target market? - Low price point SaaS lives and dies by LTV to CAC - The use of MIN, MEDIAN, and MAX SaaS Metrics courses here: https://www.thesaasacademy.com/ Join Ben’s SaaS community here: https://www.thesaasacademy.com/offers/ivNjwYDx/checkout Follow Ben on LinkedIn: https://www.linkedin.com/in/benrmurray Subscribe to Ben’s SaaS newsletter: https://mailchi.mp/df1db6bf8bca/the-saas-cfo-sign-up-landing-page