Insight Partners – Periodic Tables of SaaS Metrics, 2014

Published
2014
Base
Insight's portfolio companies and Public SaaS companies
Company Type
Private, Public, B2B, SAAS, Software
Revenue
n.a.
Geography
USA,

Description

Insight Venture Partners is a leading global private equity and venture capital firm founded in 1995. The company has raised more than $8 billion and invested in more than 200+ growth-stage software, eCommerce, internet, and data-services companies. Insight Venture has created a series of Periodic Tables for SaaS and Software companies, including
  •  Insight’s “Periodic Table of B2B Digital Marketing Metrics” provides the statistics and tactical trends that Insight Venture Partners has collected from its portfolio companies and observed across the industry. The Periodic Table reflects the complexity of the software marketing landscape but is not an exhaustive list of all marketing activities
  • Insight’s “Periodic Table of SaaS Sales Metrics” is compiled from benchmark information gathered from its SaaS portfolio companies and publicly available sources. The Periodic Table represents the core metrics that should be managed by Sales Executives
  • Insight's "Periodic Table of SaaS Financial & Operating Metrics" provides a framework for the ‘dashboard’ of Financial and Operating metrics that can be used to monitor the overall health and operating efficiency of a SaaS business, along with some additional statistics that speak to tactical trends that Insight Venture Partners has observed across the industry (e
This Periodic Table should be used in conjunction. The Periodic Tables for ‘SaaS Sales Metrics’ and ‘B2B Digital Marketing Metrics’  provide the underpinnings of the benchmark financial results that appear in these 'SaaS Financial and Operating Metrics'.  Several key metrics vary significantly as a function of company size and maturity, so in order to more precisely represent these benchmarks the data has been broken into two segments: Hyper Growth companies and Scale Model companies. These segments are defined as follows*:
  • Hyper Growth: Companies generating <$50M in annual revenue and/or growing >50% p.a.
  • Scale Model: Companies generating >$50M in annual revenue and/or growing <50% p.a.

These metrics are intended to provide a useful quantitative reference point for operating performance within the SaaS landscape; however – since no two businesses are truly identical – these numbers do not constitute appropriate benchmarks for every SaaS company and should be evaluated on an individual basis.

*Note: In certain cases where these definitional criteria were contradictory (e.g., a company with $50M annual revenue, growing at 100% p.a.), qualitative assessments were used to classify firms as belonging to one segment or another.

Benchmarks

CTR, Like Rate, Conversion Rate, CPM, CPC in Facebook advertising  All ProcessesAwarenessSocial Media
Engagement Rate, Follow Rate and Raw Lead Conversion Rate from Twitter  All ProcessesAwarenessSocial Media
Cost per Engagement/Follower by Country from Twitter Advertising  All ProcessesAwarenessSocial Media
CTR and Raw Lead Conversion Rate from LinkedIn  All ProcessesAwarenessSocial Media
Share of Program Budget Spent by Marketing Strategies  Financial MetricsOpexS&M
Share of Digital Marketing Program Budget by Channels  Financial MetricsOpexS&M
Ramp-up Time in Months by Sales Functions  Inside SalesSales Dev RepsAll Sales Team AttributesTeam TypeField/Outside SalesTeam ProfileRamp Up
On-Target Earnings by Types of Sales Reps  Financial MetricsSales Comp & QuotaOn Target EarningsInside SalesSales Dev RepsAll Sales Team AttributesTeam TypeField/Outside Sales
Ratios of Employees across Sales Functions  Inside SalesSales Dev RepsAll Sales Team AttributesTeam TypeField/Outside SalesTeam ProfileStructure
MRR per Deal and Closed Deals per Quarter by Sales Functions  MRRFinancial MetricsContract ValueInside SalesSales Dev RepsAll Sales Team AttributesTeam TypeField/Outside Sales
ARR Quota per Quarter and per Year by Sales Functions  Financial MetricsSales Comp & QuotaQuotaInside SalesSales Dev RepsAll Sales Team AttributesTeam TypeField/Outside Sales
Ratio of Quota and Salary by Sales Functions  Financial MetricsSales Comp & QuotaOn Target EarningsQuotaInside SalesSales Dev RepsAll Sales Team AttributesTeam TypeField/Outside Sales
Share of Companies by Compensation Schemes and Quota Achievement  Financial MetricsSales Comp & QuotaOn Target EarningsQuota Achievement
Average Sales Commissions by Sales Activity  Financial MetricsSales Comp & QuotaSales CommissionsInside SalesSales Dev RepsAll Sales Team AttributesTeam TypeField/Outside Sales
Conversion Rate by Pipeline Stages  All ProcessesEvaluationFreemium OfferTrial OfferWin Rate
Companies by Pricing Factors and by Contract Length  Company ProfileContract & PricingContract LengthPricing Metric
Annual Retention by Type and Net Promoter Score  Financial MetricsChurnRevenue ChurnCustomer ChurnAll ProcessesCustomer satisfactionNet Promoter Score
MRR Bookings by Company Growth Rate and by Source  MRRGrowthFinancial MetricsSales Comp & QuotaBookingsContract ValueGrowth Rate
Payback of Customer Acquisition Cost (CAC) based on Revenues and Gross Margin  CACFinancial Metrics
Median Gross Margins by Revenue Types  Financial MetricsProfitabilityGross MarginCompany ProfileService TypeProfessional ServicesSubscription Services
Professional Services Metrics (Revenue, Billable Hours, Hourly Rate, Target Utilization)  Company ProfileService TypeProfessional Services
Expenses and Profitability Metrics by Company Growth Rate  GrowthFinancial MetricsOpexS&MR&DG&AProfitabilityGrowth Rate
Annual Revenue per FTE by Company Growth Rate  GrowthFinancial MetricsContract ValueRevenuesGrowth RateCompany ProfilePer Employee
move to saas
www.scriptsell.net