Totango – Annual SaaS Metric Survey Report, 2014

Profile

Publisher

Totango

Published
2014
Base
500 SaaS professionals (500 companies)
Company Type
SAAS
Revenue

Geography

Description

Totango provides companies with customer insights that help understand which customers need attention and why, by monitoring customer behavior and usage in applications – along with critical relationship data from CRM, billing, and other systems.

In 2014, Totango surveyed over 500 SaaS professionals from 500 companies about the key performance indicators used to run their businesses, revealing unique insights into SaaS trends. The participating companies include:

  • 93 companies with  annual revenue <$1M
  • 190 companies with annual revenue between $1M and $10M
  • 112 companies with annual revenue between $10M and $50M
  • 39 companies with annual revenue between $50M and $100M
  • 50 companies with annual revenue >100$M

The survey reveals results for:

  • Satisfaction with SaaS metrics
  • Different focuses on customer acquisition, renewals and upsells
  • Most important customer metrics
  • Retention and Acquisition costs
  • New business coming from Free trials versus Freemium
  • Churn measurements
  • Revenue increase from existing customers

Benchmarks

Visitor-to-Customer Conversion of 3 Free-Trial-Models  EvaluationFreemium OfferTrial OfferWin Rate
Visitor-to-Customer Conversion of Free-Trial-Model "Credit Card Required"   EvaluationFreemium OfferTrial OfferWin Rate
Visitor-to-Customer Conversion of Free-Trial-Model "No Credit Card Required"   EvaluationFreemium OfferTrial OfferWin Rate
Visitor-to-Customer Conversion of Free-Trial-Model "Best-in-class"   All ProcessesEvaluationFreemium OfferTrial OfferWin Rate
Visitor-to-Customer Conversion of 3 Free-Trial-Models after 90 days  All ProcessesEvaluationFreemium OfferTrial OfferWin Rate
Share of True Evaluators within Free Trial Users  All ProcessesEvaluationFreemium OfferTrial OfferWin Rate
Annual Revenue Growth (Companies>$1MM)  Financial MetricsGrowthGrowth Rate
Satisfaction with SaaS Metrics over 4 Years
Level of Executive Priority and Funding for New Customer Acquisition, Existing Cusomers Renewals, Upsell/Add-on Sales  Expansion (Upgrade)All ProcessesCustomer Lifetime ValueAcquisitionRenewalExpansion (Up-/Cross Sell)
Retention Cost vs Acquisition Cost Tracking  Financial MetricsCAC
Share of New Business Generated by Free Trials and Freemiums  All ProcessesEvaluationFreemium OfferTrial Offer
Preferred Method to Measure Churn  Financial MetricsChurnRevenue ChurnCustomer Churn
Annualized Revenue Churn  Financial MetricsChurnRevenue Churn
Monthly Churn by Growth Rate of Companies  Financial MetricsChurnRevenue ChurnCustomer ChurnGrowthGrowth Rate
Annual Revenue Growth from Existing Customers / Upselling  Financial MetricsGrowthGrowth Rate
Share of Upsell Business by Growth Rate   Expansion (Upgrade)Financial MetricsGrowthGrowth RateAll ProcessesCustomer Lifetime ValueExpansion (Up-/Cross Sell)
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