The B2B SaaS Metrics Guide
A practical guide to the 20 revenue metrics that connect marketing to pipeline, ARR and efficiency, each with a formula, a worked example and a sourced benchmark where one exists. It is for B2B SaaS marketing leaders who need to report in the same numbers as their CFO and board.
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The B2B SaaS Metrics Guide, chapter by chapter.
- Why marketing teams need to speak in revenue metrics
- Acquisition metrics
- Sales metrics
- Retention and growth metrics
- Efficiency metrics
- The one-page metrics cheat sheet
- How to build a monthly marketing-to-revenue report
- Why marketing teams should report in revenue metrics, and where each metric lives in your systems.
- Six acquisition metrics, from website conversion rate to blended and paid CAC.
- Three sales metrics: win rate, sales cycle and ACV, with public benchmarks for the first two.
- Six retention and growth metrics, including NRR, GRR, logo churn and expansion.
- Five efficiency metrics, from CAC payback to the Rule of 40, and a table for reading them together.
- A one-page cheat sheet with every formula and benchmark side by side.
- A six-step monthly marketing-to-revenue report with summary and channel table templates.
Real pages from the guide. No filler.
Built for the people who do the work.
B2B SaaS marketing leaders
Use it to report marketing in pipeline, ARR and payback, the same numbers your CFO and board use.
Marketing and revenue ops
Use the formulas, owners and templates to build one monthly report that sales and finance trust.
Founders and finance leads
Use the benchmarks to check whether sales and marketing spend is turning into efficient growth.
Before you download.
Which metrics does the guide cover?
It covers 20 metrics in four groups: acquisition, sales, retention and growth, and efficiency. Each one has a formula, a worked example and a public benchmark where a sourced one exists.
Where do the benchmarks come from?
They come from published sources such as SaaS Capital, Benchmarkit, Ebsta and Pavilion, ChartMogul, Unbounce and Bessemer Venture Partners. Each benchmark has its source and year next to it.
What is the difference between NRR and GRR?
NRR counts expansion, contraction and churn from a starting group of customers, so it can pass 100%. GRR leaves expansion out, so it shows how much revenue you keep before upsells.
How often should marketing report these metrics?
Report acquisition numbers, win rate, MRR and net new ARR every month. Refresh CAC, payback, retention and the other efficiency metrics once a quarter, since they need longer windows to settle.
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