SaaS Historical Benchmarks - Executive Summary
2010 to 2021 Benchmarks:
‘10-’21 Chg PP
‘10-’21 CAGR 2022 2023 2024
‘10-’24 Chg PP
‘10-’24 CAGR
‘10-’24 Heatmap
2010 2021
Net Revenue Retention 106% 109% 3% Gross Revenue Churn 5% 14% 9% % Revenue From Expansion 19% 46% 27%
103% 101% 101% (5%) 11% 11% 12% 7%
33% 35% 40% 21% New Logo CAC $0.93 $1.78 91% 6% $1.76 $1.76 $2.00 215% 5% Expansion CAC $0.28 $0.61 118% 7% $0.69 $1.00 $1.00 257% 11%
Field Sales CAC $1.00 $2.07 107% 7% Inside Sales CAC $0.90 $1.40 56% 4%
Revenue Per Employee* ($k) $142 $143
1% 0%
$156
10% 1%
2022 to 2024 Benchmarks:
Margins: Gross Margin 71% 73% 2% Sales + Marketing 32% 40% 8%
72% 74% 77% 6% 34% 34% 37% 5% 30% 30% 34% 11% 24% 23% 24% 10%
R+D 23% 25% 2% G+A 14% 19% 5%
EBITDA 1% (10%)
(11%)
(16%) (13%) (17%)
(18%)
Revenue Growth 45% 28% (17%) Rule of 40 ** 46% 18% (28%)
30% 27% 26% (19%) 14% 14% 15% (31%)
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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