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5 Tenets to Success SaaS Metrics

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5 Tenets to Success SaaS Metrics February 25, 2015


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Housekeeping Q&A panel on your right Recording for colleagues who can’t make it All attendees will receive slides Twitter hashtag #customersuccess


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Our Speakers Lincoln Murphy Customer Success Evangelist lmurphy@gainsight.com @lincolnmurphy David Spitz Managing Director Software Investment Banking dspitz@pacific-crest.com @dspitz


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Disclosure This document has been prepared by Pacific Crest Securities. Information contained herein has been obtained from sources believed to be reliable, but the accuracy and completeness of the information, and that of the opinions based thereon, are not guaranteed. This document is for information purposes only and is not an offer to buy or sell or a solicitation of an offer to buy or sell the securities mentioned. Pacific Crest Securities and entities and persons associated with it, including its analysts, may have long or short positions or effect transactions in the securities of companies mentioned in this report, and may increase or decrease such holdings without notice. Pacific Crest Securities may make a market in the shares of any such company. These markets may be changed at anytime without notice. Pacific Crest Securities may have acted as lead or co-managing underwriter in one or more of such company’s U.S. equity offerings, and it may perform or seek to perform other investment banking services for any company referenced in this document. Pacific Crest’s specific disclosures can be seen here: http://www.pacific-crest.com/disclosures/ Pacific Crest’s privacy policy can be seen here: http://www.pacific-crest.com/privacy-policy/ Survey respondents participated anonymously and confidentially. Responses were received through online surveys taken in June-July 2014. Pacific Crest cannot verify accuracy of responses. Observations and commentary contained herein relate solely to the survey results and cannot necessarily be applied elsewhere.


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Can measure churn Can’t


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1. Why are metrics like LTV, CAC, and Churn more important in SaaS?


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Traditional Perpetual License Software SaaS “One and Done” Revenues minus costs essentially tell the story LTV and CAC Dollar Retention Land and Expand VS. John


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LTV CAC ? ARR ? Gross Margin Churn $ Cost to Acquire a Customer


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Results from 2014 Pacific Crest Private SaaS Company Survey Results 156 respondents Note: Survey responses as of June / July 2014 Annual Gross Dollar Churn “What percentage of total ACV on a dollar basis churns in a given year (excluding upsells)?” # of Responses Annual Gross Dollar Churn


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243 respondents Note: Survey responses as of June / July 2014 Median ? 103% 100%+ Net Retention (Upsells greater than churn) Net Churn (Churn greater than upsells) Net Dollar Retention (Including Upsells and Expansions) “How much do you expect your ACV from existing customers to change, including the effect of both churn and upsells?” Results from 2014 Pacific Crest Private SaaS Company Survey Results # of Responses


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Respondents: New ACV from New Customer: 159, Upsell to Existing Customer: 151, Renewals: 153 Note: Survey responses as of June / July 2014 Results from 2014 Pacific Crest Private SaaS Company Survey Results Customer Acquisition Cost “How much do you spend on a fully-loaded sales & marketing cost basis to acquire $1 of ACV from a customer?”


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Source: SuccessFactors Roadshow Presentation Cohort Analysis Example – SuccessFactors IPO Roadshow Slide


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2. Isn’t Customer Success more about a “relationship?”


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Relationship thinking is crucial


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Relationship based on the customer’s success


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Success Advocacy


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http://www.saastr.com/its-not-just-cltv-its-your-trgcltv-that-matters-total-all-in-revenue-generated-by-your-customer/


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3. So I have benchmarks… How do I use them? What are the implications for my business?


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182 and 181 respondents, respectively Note: Survey responses as of June / July 2014 Results from 2014 Pacific Crest Private SaaS Company Survey Results Median 2013 GAAP Rev Growth ? 29% Median 2014E GAAP Rev Growth ? 33% GAAP Revenue Growth “How fast did you grow GAAP revenues in 2013? How fast will you grow GAAP revenues in 2014?”


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Source: Capital IQ and company filings Note: Pricing as of February 23, 2015 Public SaaS Company Revenue Multiples as a Function of Growth


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Huge Impact to Sustained Differences in Churn Cohort Performance with +3% Monthly Churn Cohort Performance with -3% Monthly Churn Source: www.forentrepreneurs.com “SaaS Metrics 2.0”


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4. How do we think about benchmarking customers?


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5. How do we get started?


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Benchmarking Yourself Against Others Peers Investors Analysts Pacific Crest’s SaaS Survey SaaS Capital’s Survey Gainsight SuccessIndex


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Benchmarking Your Customers Ensure you’re collecting the required data and that it can be anonymized (Not a Lawyer, but…) Ensure you’re Terms of Service, Privacy Policy, Contract, etc. is updated If opt-in is required, position is as a win-win-win for all involved


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6. Bonus – what should I NOT do?


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Case Study: XYZ Corp. Question: How attractive is this?


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Case Study: XYZ Corp. (cont’d)


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Q&A Lincoln Murphy Customer Success Evangelist lmurphy@gainsight.com @lincolnmurphy David Spitz Managing Director Software Investment Banking dspitz@pacific-crest.com @dspitz


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Thank You! February 25, 2015


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