SaaS Historical Benchmarks - 2010 To 2023
2010 to 2021 Benchmarks:
‘10-’21 Change
‘10-’21 CAGR 2022 2023
‘10-’23 Change
'10-’23 CAGR
‘10-’23 Heatmap
2010 2021
Net Revenue Retention 106% 109% 3% Gross Revenue Churn 5% 14% 9% % Revenue From Expansion 19% 46% 27%
103% 101% (5%) 11% 11% 6% 33% 35% 16%
New Logo CAC $0.93 $1.78 91% 6% $1.76 $1.76
89% 5%
Expansion CAC $0.28 $0.61
118% 7% $0.69 $1.00 257% 11%
Field Sales CAC $1.00 $2.07 107% 7% Inside Sales CAC $0.90 $1.40 56% 4%
2022 to 2023 Benchmarks:
Revenue Per Employee ($k) * $142 $143
1% 0%
$156
10% 1%
Margins: Gross Margin 71% 73% 2% Sales + Marketing 32% 40% 8%
72% 74% 3% 34% 34% 2% 30% 30% 7% 24% 23% 9%
R+D 23% 25% 2% G+A 14% 19% 5%
EBITDA 1% (10%)
(11%)
(10%) (10%)
(10%)
Full 2009-2023 Study
Revenue Growth 45% 28% (17%) Rule of 40 ** 46% 18% (28%)
30% 27% (18%) 14% 14% (32%)
Software In 2024: A Maturing Growth Industry
Source: Pacific Crest / Key Banc / Benchmarkit Surveys. *: Rev/FTE starts 2014 **: 2022 + 2023: Derived from P&L, differs from report median. Social Attribution: @CloudRatings + @SaaSletter
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