Predictable revenue that a company can expect to receive on an annual basis from its subscription-based products or services.
Metrics for subscription & SaaS finance teams
The most important metrics that every SaaS company should have, from startup to scaleup.
Measures how long it takes for a company to recoup the costs of acquiring a new customer.
Cash Burn is cash used (“burned”) by the company’s operations when the company is not cash generative. Cash Runway is the amount of time until Cash Burn uses up all available cash.
A forward looking view of MRR, usually MRR plus new bookings less churn.
Customer churn is the percentage of customers who stop doing business with a company or using a service.
Percentage of existing customers who remain customers after a given period.
Annual value of all recurring revenue. Typically calculated as MRR * 12.
The percentage of revenue that a company retains from its existing customers over a given period of time.
Lifetime value divided by acquisition costs, indicating the margin delivered by each new customer.
Predictable revenue that a company can expect to receive on a monthly basis from its subscription-based products or services.
Percentage increase in MRR over a certain period of time, most typically a quarter or a year.
Measures growth in revenue from a group of customers. Typically split into upgrades, downgrades, renewals and losses.
Amount of recurring revenue lost over a specific period due to customer cancellations, downgrades, or price reductions.
Percentage increase in revenue over a certain period of time, most typically a quarter or a year.
The percentage of customers or subscriptions that are successfully renewed at the end of a specific period.
A measure of growth or sales efficiency. Calculated as Revenue Growth divided by Customer Acquisition Costs.
Measures the growth and profitability of a subscription business. Calculated as annual revenue growth rate plus EBITDA margin.
Sales Efficiency measures how efficiently a company converts its sales and marketing investments into new revenue.
