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Long past are the days when marketing was just the team that “made things look pretty.” SaaS marketers today are expected to deliver–and document–real business price for their efforts. And nowhere is effectively reporting on marketing performance more important than in the board meeting!

The board meeting is no time for egotism metrics–you know that. So rather than talking about Facebook likes and shares, what marketing metrics will you concentrates on? Here are a few ideas to get you started.

1. Pipeline and Acquisition Metrics

For most SaaS companionships, revenue is heavily dependent not just on new purchasers but also on cross-selling and upselling to the existing customer base. That means SaaS marketers will want to report on affect and cost-effectiveness across the part client lifecycle.

Transition Paces at Each Stage

The board wants to see that you have an efficient marketing machine that are actually proselytizes at each stage. Focus on presenting transition rates from each stage to the next, and be prepared with industry marks. This workout will also help you relate divergences and areas for better( and then showcase those improvements and how they be transformed into more customers and revenue !).

Pipeline and Acquisition Metrics

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Marketing-Generated Pipeline

At my previous SaaS company, commerce was responsible for generating more than a third of the company’s new pipe. So one of the most important metrics for us to report on to the board was the percentage of the pipeline generated by marketing( no prior marketings collaboration) and our progress toward that overall pipe goal.

If these targets have not been established at your busines, consider improving sales and marketing alignment with clear apprehensions( and quantities) viewing who’s is accountable for deliver what.

What does the board want to know?

Is marketing do its part in generating a significant portion of the sales pipeline? And, maybe even more importantly, are we on target to reach our grapevine objectives, which eventually will determine if we reach our auctions and revenue destinations?

2. Cost per Lead

To determine your expenditure per cause( CPL ), segment your sell expend by the number of leads to see what your marketing struggles are costing you. Better more, calculate your rate per leading per path so you can not only benchmark( and work to improve) your CPL but also identify your most cost-effective channels and divert your effort and budget there.

What does the board want to know?

How much are you spending to bring in heads, and what directs are getting us the “best slam for our buck”?

For example, you may be able to demonstrate that digital channels such as your website and inbound marketing deliver a much lower cost per lead than more traditional( and expensive) channels such as trade indicates. Use this data to acquire the lawsuit for funneling more dollars to the canals that work best!

3. Cost of Customer Acquisition

Take CPL a step further with cost of customer acquisition( CoCA ). For SaaS fellowships, it may take times for recurring receipt to begin to outweigh the cost of acquisition, so it’s important to monitor and work to decrease these costs.

What does the board want to know?

Simple: What is our CoCA, and is it improving?

The board wants to know not only what it costs to get a lead-in, but likewise the blended auctions and commerce payments required to close a new deal compared to the expected receipt. Add the sales and sell costs and then divide by the number of new customers to reach this number.

Additionally, consider using revenue attribution reporting to determine and share the channels or even specific cases of content that are delivering the most revenue for the business. This is a great spot to highlight marketing triumphs!

4. Average Monthly Recurring Revenue

Monthly recurring revenue( MRR) refers to the earnings per month for all active clients. For SaaS firms operating on a subscription simulate, this repeat revenue is all the more important than the initial sale.

To make the most of this metric, you’ll want to break MRR down by receipt source or type of customer. For lesson, what type of subscription or make does the customer have? This can help you identify pockets of possibilities, such as a chance to upsell a certain add-on to your existing clients.

What does the board want to know?

What is our MRR, and what generators and each type of clients are delivering the most revenue? This will help identify where there’s the greatest opportunity to accelerate that revenue stream or ramp up an alternative stream that is not delivering.

5. Customer Revenue and Retention Metrics

As we’ve discussed, the part patron lifecycle, both pre- and post-purchase, is important to quantifying commerce accomplishment. You’ll want to consider a number of key metrics that represent the average amount of revenue each patron can be expected to provide, as well as the current status and likelihood of customer retention or churn.

Patron Lifetime Value

Customer lifetime value( LTV) represents the total amount of revenue a company can expect to generate from a single customer account.

Client Engagement Score

The customer engagement score is used to measure how involved your patrons are based on the benefits that your product or service is providing to them.

Customer Health Score

The customer health score is used to measure how quenched your patrons are. Health ratings can differ per companionship and can include a variety of factors, from ” activities and customer feedback to billing biography. Values are likely to be segmented by customer type.


The LTV: CAC ratio will help your company determine how much you need to be spending to acquire a purchaser. The paragon fraction is around 3-to-1.

Customer Revenue and Retention Metrics

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What does the board want to know?

How are we doing and what can we expect in the future when it comes to revenue, acquisition costs and customer health? What’s our action plan to stay on track or improve?

6. Churn Metrics

Customer retention and gratification are core to a SaaS company’s recur income simulate, which symbolizes deterring purchaser churn low-grade is key as well. Fewer patrons entail less repetition revenue and fewer beings to sell additional services to.

What does the board want to know?

Keep the board updated on the proportion of contractual clients or customers who leave during a given time period. In addition, you’ll want to share that same metric in areas of lost revenue and include the amount of period it will take to recover. Marketing can play an important part in customer engagement, and these metrics will help you tell that story.

Customer and revenue churn metrics

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Don’t forget to include next steps with every key marketing metric! Data can help you tell a story and then follow up with concrete actions your squad can take to improve each of these metrics.

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