Essential metrics your board and investors expect, with industry benchmarks
Predictable revenue from subscriptions normalized to annual value
Monthly Recurring Revenue × 12
Series A: $1M+, Series B: $10M+, Series C: $30M+
Revenue expansion from existing customers (includes upsells, downgrades, churn)
(Starting ARR + Expansion - Contraction - Churn) / Starting ARR
>110% (Great), >120% (Exceptional)
Total cost to acquire a new customer
Total Sales & Marketing Expense / New Customers Acquired
CAC Payback < 12 months (B2B SaaS)
Time to recover customer acquisition costs
CAC / (Monthly Recurring Revenue × Gross Margin %)
6-12 months (Early stage), <6 months (Scale stage)
Revenue retention excluding expansion (churn and downgrades only)
(Starting ARR - Churned ARR - Downgrade ARR) / Starting ARR
>90% (Good), >95% (Excellent)
Sales efficiency ratio measuring revenue growth vs. sales investment
(ARR Growth × 4) / Sales & Marketing Spend
>1.0 (Efficient), >1.5 (Very Efficient)
Total revenue expected from a customer relationship
(ARPU × Gross Margin %) / Churn Rate
LTV:CAC ratio 3:1 minimum, 5:1+ preferred
Capital efficiency - dollars burned per dollar of net new ARR
Net Burn / Net New ARR
<1.5x (Excellent), <2.5x (Good), >3x (Concerning)
Track customer behavior patterns and predict future revenue
Monthly and annual cohort tracking with retention curves, LTV calculations, and predictive churn modeling for your SaaS metrics.
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