SaaS Historical Benchmarks - Executive Summary
2010 2021 Change CAGR Heatmap
2010 to 2021 Benchmarks: An Industry Maturing
Net Revenue Retention 106% 109% 3% Gross Churn as % ACV 5% 14% 9% % Revenue From Expansion 19% 46% 27% New Logo CAC $0.93 $1.78
91% 6% 118% 7% 107% 7% 56% 4% 1% 0% 38% 3%
Expansion CAC $0.28 $0.61 Field Sales CAC $1.00 $2.07 Inside Sales CAC $0.90 $1.40
2022 + 2023 Metrics Will Show Further Weakness
Revenue Per Employee ($k) *
$142 $143
But...
Years To $5m ARR * Margins: Gross Margin
3.25
4.5
71% 73% 2% Sales + Marketing 32% 40% 8% R+D 23% 25% 2% G+A 14% 19% 5% EBITDA 1% -10% -11% Revenue Growth 45% 28% -17% Rule of 40 46% 18% -28%
34% Average Growth Rate Is A Material Offset To “Only” MSD CAGR Metric Declines
Source: Pacific Crest / Key Banc SaaS Surveys. *: Rev/FTE starts 2014, Years To $5m ARR starts 2009 Social Attribution: @CloudRatings + @SaaSletter
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