Getting the most out of your SaaS metrics

113/bNfN04/VWlsBH28VDNrN1LSdFZLnZDlW5yX2x94Qg5Z8N65wGVB3q3nJV1-WJV7CgZtzW1461qh5Vm1WDW1PJtj-6dCNMcN6Pm85RDhv8cW57Clsh8Jqq-4V4mlYs6QlTwNW1jbJyt5snt5gW83vr6L73BSTqW8NhGtZ3h9lBCN21lHqcM-nGDW606xMx8lh3rPN6NZ95w90SbLVqQQ6w2grdwQW2-XkN_3WZ3-_V4xH_y1rG7DdW8wsYFT8lh0rfW5k4bj99df4QmW6QvzCf33xYHfW5sGq2h4nJmy3W3TTLgY6SGFpfW9g8v806hxrS0N70v9mfLn7jZW1nSWkB78DGxnW1sy_SN1k1pBrW47VkyX1wblzF3bQB1 [pw-paddle-logo-white@4x] PRESENTS Drawing insights from SaaS metrics The end of the quarter is approaching – you or your teams are probably pulling reports against your core revenue metrics. Whether this data is used for internal reporting, for board decks, or pitch decks, it’s a busy time. SaaS metrics can do so much more for your growth if you have access to the right data, and know how to use it. This week Paddle looks at what your reporting should be doing for your business, and how you can make the most of your metrics. [See full post](113/bNfN04/VWlsBH28VDNrN1LSdFZLnZDlW5yX2x94Qg5Z8N65wGTp5nCTJV3Zsc37CgTbbW1QzXyP6n_n8dW2_hFL21R8XcqN19hSdThqdnxW6pGJLV4-1fTwW1wBvgW76HdrcW4X8BFz4srvLQW3g26lp4M-HRbW39Z2g68f-g1HVn8bHN4t0bvTW1wx3p-8LGkQwN4VcF0pdpXg_W2Nk6mJ6lgJMfW95Ws4B6Pht0hW66rKky7wkvGZW4VNBK92w4lLmW4_wD455C6_91N6G3wjqlxb6mW8psRFp2ZLsG5W3klfkH3dQfJKN8PJJk6b0_g3W54dxTn7pnlfwN1BlZPkY963jW5jYj8m720khDW6pblDB2t1-XdW8sqVhR1mZFmSW9470h64fPbtJVg1MJm2jXmQVVP-svG7QQYldVgYr-55FvSrTW1G77sY4d2lFfW6jx5sW901tCTW8PFbL137NG_Q3ngy1) As you’re rounding off quarterly projects and making a last push for sales, you’ll probably glance at your numbers often to see if things are moving in the right direction. You’ll likely also use this high level view to make strategic decisions about the quarters ahead too. SaaS companies are handed dozens of shiny metric tools on a tray and told to “figure it out”. It can be daunting to assess this collection of numbers and try to figure out where to begin. It's also hard to know how to use those metrics in a way that paints an accurate picture of your business. Let's get into it. Getting the most out of your metrics SaaS metrics are the key to understanding what’s really happening in your business. That’s everything from how it’s growing, to how customers engage with your product, and where you have the advantage over your competitors, to name just a few. You can use this information to make data driven decisions about the future, fix issues before they become problems, and then determine the most valuable areas for investment. How effectively you can do this is dependent on a few factors, including: - Tracking the right metrics and understanding what each tells you. There’s an abundance of metrics in SaaS; you need to find the ones that actually signal something important. This [guide](113/bNfN04/VWlsBH28VDNrN1LSdFZLnZDlW5yX2x94Qg5Z8N65wGTJ5nCT_V3Zsc37CgT1VN5f5fTBln54pW6SK3R-7yS2v8W9bF6qM933vpmW1mWh5M6YhJvhW4pxKPS8P9bC7VDf5h01CBf1GW558dDd6pgxQxW8Bh7Fn6Pvl4fW7YDFM71WJjt0N4ZPKC46ykh_W4RZQ8Y1fPyVHW3kBQBt5T4MvkV9wC5q3XQNLWW6gd2tS3r3sC1W1sfS0t8yQrFMW72qKn94jbgPHW8zCHNT2P_3vWW6kH8SV7BM9GVW2rQGK851ZDgSW60T56W4wddqwW9jGWGN6KylrTW4d5zD26-pmSSW5L1gD86H5HXjW44x4-v7TXnVKN6lpBRtvyxZpW7YfJf480Rct9W5ly-4H2cfQJ7N2jZVHl-6r1kW7frZ_d9brG6TW1lZznZ8tYWLPW4xBJdC1qxml2W6qRbbc3c_nyFW628Ls433HrZ6W3qrFBZ4Y7kn337Vm1) is a good place to start. - The accuracy of the data. To make business decisions, you need data you can trust. For this, it’s helpful to have a single clean source of truth for your core metrics and revenue data - rather than having to draw reports and reconcile data from a number of sources. - The accessibility of the data. Pulling the reports you need shouldn’t take your team away from more valuable work, like doing analysis or taking action. Use systems with solid analytical functionality that allow you to get the data you need in a matter of clicks, not quarters. - The systems you use to access your data. Use systems that let you [dig a little deeper](113/bNfN04/VWlsBH28VDNrN1LSdFZLnZDlW5yX2x94Qg5Z8N65wGW93q3phV1-WJV7CgLdhW9hTbR-39DbppW3M35sK8ghHsZW1zR1jw71qRfkW3by87C7WYN3PW6LWpn91zWVJyN4W0_ywfF76BW1QW3nv3n_p-rW2nvkfW1FX5QSW6rYrrx8xCl6fW4rh0KX8rK3mLW67mh_z3-xCzmW4Zr2L77DKf9BV5SZpr2fX1mSW7_-t_p4khY_2V4pLbQ3WZy26W31ZCG76xP960V7FYTy4tpd9jN39Ytq6kls8lW1Y-NpG64z-zzW83PH4c5r5k9sW27Jd3N50WDyDN9gMYjLqDhpbW8n_Qbx9clvnZN31XkjVvmRhCW6htNxc5kl_V_W3LHl-55P-VqWW1Q6flj3jPn7PW1WHFhM84jj2M3cxw1) into your key performance indicators (KPIs). This includes: - The ability to segment performance against metrics by customer type, geo, products, payment method. - Access to benchmark data so that you know what “good” looks like (or reversely, where you are underperforming) compared to others. This could be against your previous data, against competitors, or against the industry. Once you have a solution that allows you to pull trusted, real-time data on the metrics you care about, you’ll be able to use it for so much more than reporting. Here are three ways to use SaaS metrics data in practice. Telling a compelling story At the most basic level, metrics can tell a story on their own. It might be the story that revenue is growing month on month, or that your team has doubled over the past year. But when it comes to raising funds or reporting to the board, it’s on you to transform that data to tell a compelling story about your business — one that explains the ups and downs and excites people enough to back your business, mission, and vision. A good way to start is with your revenue trajectory, growth rate, and the size of your business. Show these figures over time, make predictions for the future, and add annotations that mark significant events to show their impact and give depth to the story narrative. Other core metrics to use here include: - Net revenue [retention](113/bNfN04/VWlsBH28VDNrN1LSdFZLnZDlW5yX2x94Qg5Z8N65wGW93q3phV1-WJV7CgK-xN3NLwpqxQ4zLW6jWP535GH_qWW7611Vd6-R-hXW3dzywj9kfL_6Vvrt-n3XxW5wW8RJGqY3dwD4WW6rh7vk2w0sBMN7Ppt9MsvgdqW4h_yFL68YM4zN6nk_Xsy20mVW3PPtXc5Btn8cW2TMdMM8W6xZfW2-qRt52_YX90W7tYPKQ6z-DBgW6B-JS746kw26W9cVBK08Pc8YZN9hzN4hcyM_NVQ3BHh6sJzYsW8DdgXv1X3CbmW4cyT-M5dxtP7W7HRYgr6gThWpV-w1vN8GkFy7W4lNL4l9bkrMsN5FcZ23-gmLRW6Lf3qs7bPZdYW2YPbGv6RB_zZW6nGdp561HjKzW32ZTB632d3x53k-h1) (NRR) - [Monthly recurring revenue (MRR)](113/bNfN04/VWlsBH28VDNrN1LSdFZLnZDlW5yX2x94Qg5Z8N65wGW93q3phV1-WJV7Cg-JfVR542d9bflsqW68QTcj1lWcKvW8VrrHQ6r0MWcW7sjHFF3ZjR4bW6hvkrv6J1MpWVqN-Zq7Hs0BCW60f34l7Gd9k1W4blrDM6x7bs5W7gxlvZ696bcdVh6tY411V35JW1XYnn76bL1JbW5zd6yr8hPR0zW1PWPY21SbVBrVv8ZY06w-976VfP3Tt62LbsWW2G33HM7RvpG8W8pqXtN6WylXTVWBfCW1XKzJ8W3RYDTy2CK47kV__TCV1QrQwwW3YFnFn8FCqbVW7YqY3t5b8NFtW7t3JWv1MyW2kW3kyF-w4CMlJ8W5m2WgT7K_PGDW5kt2LW92hHR7W3MFB3K6wCcHvW9f1Qdj3Gh4cL3pwM1) - [Gross revenue retention (GRR)](113/bNfN04/VWlsBH28VDNrN1LSdFZLnZDlW5yX2x94Qg5Z8N65wGW93q3phV1-WJV7CgC_8W1NgvHm4h4mlXW2fgSMX7czhMhW2hG6-l1pmHKcW8vmL0N5nzDMWW8M5cFq2dtDykW3Pnjck4h4JWRW5RZDD67X0v2fW3db7nB5XjvgGW3TpyW64RRNsPW28t_5Q3cnPTmVmRtcc5MFR4nW2lwdXC7WSPNDW4c7qHy4njXV_W6-KGrb86Bkz-W3Y3wGh7DDw-nW7p19p24ZV8gqVnmCrT1GdqVBW1d0hgZ9026jnW8MrlqK1_vgvmW35mkCz7SsYTbW8hN4cf5Pd8ZrW4Vqyn47k5bkFW65R0gd1VV3r2W7rsZzd37KvmwW27lt453l8-PXW7tL5-v4MsldFW5NY1GF6qT6_yW842nSY4WhYp631gD1) - [CAC payback ratio](113/bNfN04/VWlsBH28VDNrN1LSdFZLnZDlW5yX2x94Qg5Z8N65wGW93q3phV1-WJV7CgHZ9VFyqYG850z9JN8xkhZSnZ4XZN5262fMpBpWdW8xr7Gk6sqTWyW4L3xY22X5rkdW1jfRWZ6RDdn_W6n71Jq5JkPFlW2v9GnY90BKZYW78rXwD7nNrqJW619h-F8ShVgcN6zJYYCywKJyVBLBPv5m6DzJW3SJKg-6YmGfkW1sH63R6WpLlfN26gGQgXXBLWW8NhFjM53-HF3W3cdZTr7-WcnSW7KT8qV7_5SqNW27x4JN67gRz_VTv3r45n-zg_VFqrkF23T6HbW7mVPb32py_gFW6Gf-0N8FSB2XW3Hr_xp3kD6F7W8Qg-zS6GKnVLW6S5SDM4B9h0wW3KYrY636qs_SW6C89Xb5lDNbB35xp1) Understand your customers (and take action) Customer centric metrics tell you how customers are engaging (or aren’t engaging) with your product. These include: - [Daily active users (DAU)](113/bNfN04/VWlsBH28VDNrN1LSdFZLnZDlW5yX2x94Qg5Z8N65wGW93q3phV1-WJV7CgPVnW2KWLTy4dyHKtVjrZYs8vmrYpW33Lgsl7sCVgsW4QFxD91SF5h9W8JQf9r14MqKvW2cH5YC4kckqPW2wMY5W5wrbGwW6Fp2Cq75FytKW2-Qr129c85v7W2vMGBp9m2GVHW2K85wk4_zZStW1vLXvV1pBSpCW47SWx88BjWVwW53CD4B5zZ__sW1_p9gY1_W4jHW4FqdqX2rL_DnW8q6ZTY8k5PLXW8V84Cw1BhF-pW4XGBpg1NGrpXW45Nbb-68cGDBN3x7_YnTvlXfW4zsQg41mFYWyW1SYDs61nG3pHW2zdDQD8ypTmWW7RfGpt2YT6S_W1jHcM63-pty7W42PHbz6Ym8r_N6_yhLq30B6x32td1) - [Customer churn](113/bNfN04/VWlsBH28VDNrN1LSdFZLnZDlW5yX2x94Qg5Z8N65wGWt3q3pBV1-WJV7CgK6yW8fRjFF3GBpqzW6tHlTX9f4L9zW7VCmn95J2FK1W4-rclz4xQfhCW5pqPPT7zYxdQW6GLtCw6mZv5YN6mcWcJl4Q17W1SRpb35d-V-zW4zpMYN393k7ZW3L2v1h5Hg1vCW2v2Nnd8tKkv5W3yzzsy5qkw8YW35wP5h5RXWjWW218ZsR3DM1qWN4_WGqkRhP9ZW42krBT38pJvRW1zzw-t4w0jzcW5Nskm47vdGPpW4pT0hM2Lt4_fW9lk8ll516bMyN3ctvkQjt8yYW33sTdS4yxlchW2rqc7r1WxX4JW2YYpwd4GbMg4N4cyjvk5gW_sW7MrT5C7VKKg_W3RWp4C8m6J3hW4FyVqC30h_b3N74VP_6dwvs7VxQZNB3mPDXS33N11) - [Customer renewal rate (CRR)](113/bNfN04/VWlsBH28VDNrN1LSdFZLnZDlW5yX2x94Qg5Z8N65wGW93q3phV1-WJV7CgWjlW7C_tCj4fDMZyW4ZdnQj7W__FmV_NhXv5LKG-_Vh9C_12lrmP2W4tMxFr6dB-1MMfljShlv78lW6MK4pP84yK62W1tF7fJ6tt33ZW4NZxlj8GR_JYW3L3pvB59lNB9W4JNN517pwm7SW13W3Px5nCymrW8ZF8gd5RFd1QN2mPBwL6SQntW8G33LP1Js6ZKW2h2mLx43MFfRW5m2xJQ1yGNlvW2HWbX-15dzm1W1dKgXm6sgSjpW2YjSBW8Lg0BJW3BzbcC8PKnxZW4kk6cF2b4dbzW1kvnl919ly97W5z8zTy70xV-CVKdY4v78zx0xW5x_BTM3FdznSW3k1BLd5Y7HqTW2Gl-Y-4WlLCB31d61) - [Net promoter score (NPS)](113/bNfN04/VWlsBH28VDNrN1LSdFZLnZDlW5yX2x94Qg5Z8N65wGW93q3phV1-WJV7CgZB4N60mD5gHZsH2VVf_Gb4P3n66W8Vkp6T6P9rGHN5DDjVsh82mXW7hCBTD1LDRX3N44xxpWDmFyGW83rpgb7nQ-b0W3R-R-X1kwL2KW6xLllp8v-4mLW8KRMKX7X3XkfW7J7FJY51MLTpW22syxg6zJq-3W3t9Vk-3Z-8X3W8B50tT2K4flgW6Y6kMm1dnyrZW7jy85v5TbJfZVyRqrz8b7VQtW4MclsL56dwScW9df2P75hZxqZW2qxlYY844vDBW6YgC3W3lzyf_W7m4tvG8wLLB8W8P5GCC3qjWm1W6f4Vn07CtYlSW6wNr7D6fY08fN3vZ5SQBwxq4W3-7d0G1lk_5yW5zXWbb7RJvbJ3nQL1) When you have this data, segment it to understand more about subsets of your customer base. You can do this by: - Geography - [Customer cohort](113/bNfN04/VWlsBH28VDNrN1LSdFZLnZDlW5yX2x94Qg5Z8N65wGW93q3phV1-WJV7CgXZPV2zP2T8gvSwXW7RjxSX53JRD7W6-BBsw47qnjdW1WV97c5kWh11N7SBfC5HJpgqW9dZ6Nf7FxyhkW8CMblq6D740WW2P08Jb8Z9hFgW7D0l6_3tDHVlW6Hppsp1whbDFW1NVpQT5KQCtyW55BWbC8GDf5RW8zZqCC7rzxyZW5Y9dGb39nQWqW60LvVx3qz1RhW8SF3zy3yVN3hVsqRFl6jykxyW8y_HlF8YMllFW6V63864F13MSW27lQS115y1_GW87PGrV9kcHm5W6lzMnN19drdtW1sz0tf7TglzRVcMrzJ7Vg05rW3W8QV62B5-40W4rcDbz8GyB85VNJZVr10nWYPW6XjwVX2LZQ1X3jxj1) (e.g. based on how long they have been a customer) - Customer type (e.g. business type, or consumer demographics) - The package they are on or the product they use - They payment method they use Segmenting helps you take more targeted action. For example, you might identify which customers are most likely to churn and take steps to prevent it, or find your happiest set of customers and target them with upsell opportunities that could add even more value. Know your competitive advantage Your MRR increasing month on month is surely a good thing. But is your growth outpacing that of your competitors? Or of the industry as a whole? That’s where [benchmark data comes in](113/bNfN04/VWlsBH28VDNrN1LSdFZLnZDlW5yX2x94Qg5Z8N65wGW93q3phV1-WJV7CgzL9W114j_J7FfxdZW2qKZbG8cDYPwW5n9KlN51GBKKW8pcFD97-cRqfW24q7RL6b8L_WN5CLzLR-NQJmW2K4N_h3qNLHmW8CKYDZ45XSDGW58rh7Z63y057N1f0Dn3PLNy0W8kJ0hk2Ztjn8V4NCSF3YJ7hrW2KtHf42FG7hKW3KtYJH2JYWHVW5zRVRN4nzQfcW8YSCjJ7-KgvFVx4C8D5_yvy3W3mrZ1p9ddywgW3PfJqp6hC44DW6NT-6v3jHWlwW2WGF_647nsz4W4kr5pX248zg1W28F4tn6xml94W325bPz9lJJ5vW3BQX7X8wZQ43W6872TH8sYsc4W3hZLWR5B2Nc-W6gNFVf8Tk_JX3fsV1). Using industry averages or data from others in the field tells you where you sit against the competition, and can be used to set growth targets going forward. SaaS benchmark data can often be found manually in industry reports, usually at the end of a year or quarter. You can also look at performance reports from public companies. Alternatively, there are analytics tools that have benchmarking functionality – these provide a more automated solution that allow you to quickly see how you compare. (More on this below) Actionable reporting, without the headaches Understanding your SaaS metrics takes so much more than just pulling reports. Getting data should not be so time consuming that it prevents you from getting insights that let you do something with it. Subscription reporting should be absolutely accurate, in real-time. All in one place. All the time. Instead of spending the time pulling and reconciling the data, you can put your plans into action and tell compelling stories about your businesses growth. Nope it isn’t a pipedream. There is a world where this is possible. It’s called ProfitWell Metrics and it’ s 100% free. Take a look, sign up and start getting more out of your metrics. 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[flogo_2_10_sep_2020](113/bNfN04/VWlsBH28VDNrN1LSdFZLnZDlW5yX2x94Qg5Z8N65wGVB3q3nJV1-WJV7CgVv0W7X5K6t979Hs_VMJBMY9gBHK2W5KBnDr82_3YwW7b4qRw1DfSvGW85JMNB90dzMqW1Qk9x55fLjTnW65Z_NX6FFwV0W6KN74l24LNyTN7ty2Hyw9SjsW1NkRM38ZJh-KW5cgfcj5wVjfjW1WlMpk7QlMZNW7Gy0SX2jMH4yN3PS0dY5g_3MN4SQHtmVFjTBW6lbLZc3-tKxfW4Vtdfx47gKHgW2bk4Q42ttx-6W34L4S41PkPMMW8YMSZL4FlySHW7Vz4K-8hZkzFN8B-TMB-lccJW7cn3Xf4VZJ-VW7FVv7M8HVpw533k51) All of the metrics you need to grow your subscription business, end-to-end. 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