https://www.fourquadrant.

com/

SaaS B2B Metrics Jan Feb Mar Apr

Financials
Sales & Marketing Expenses 35% 35% 35% 35%

84% 84% 84% 84%

Gross Margin %
Subscriptions

ARR - Annual Recurring Revenue ### ### ### ###

MRR - Monthly Recurring Revenue $ 100,000 $ 102,000 $ 104,040 $ 112,363

ARRPA – Average Recurring Revenue per

$ 1,818 $ 1,700 $ 1,601 $ 1,605
Account
Changes to ACV
New ACV $ 30,000 $ 33,000 $ 36,300 $ 39,930
Churned ACV $ 15,000 $ 15,000 $ 15,000 $ 17,500
Expansion ACV $ 7,500 $ 7,500 $ 7,500 $ 10,000
Changes to MRR

% MRR Churn 15% 15% 17%

% MRR Expansion 8% 7% 10%

% Net MRR Churn 8% 7% 7%

Customers
# of New Customers 10 10 10 12
# of Churned Customers 5 5 5 7
Net New Customers 5 5 5 5
# of Existing Customers 50 55 60 65
Total # of Customers 55 60 65 70
% New Customers 20% 18% 17% 18%
% Customer Churn 10% 9% 8% 11%
Customer Acquisiton & Retention
Retention Rate or Customer Renewal
90% 90% 90% 91%
Rate
CAC - Customer Acquisition Cost $ 42,000 $ 42,840 $ 43,697 $ 39,327
LTV - Lifetime Value $ 15,273 $ 15,708 $ 16,134 $ 12,520

CAC Ratio 0.23 0.23 0.91

CAC Payback Period (CPP) 21.2 22.9 20.6

Changes to ACV
$90,000

$80,000

$70,000

$60,000

$50,000

$40,000

$30,000

$20,000

$10,000

$-
Jan Feb Mar Apr May Jun Jul Aug Sep

140

120

99
100
93
87
80
80 75
70
120

99
100
93
87
80
80 75
70
65
60
60 55

40

20 15 15 15
12 12 12
10 10 10

-
Jan Feb Mar Apr May Jun Jul Aug Sep
 Leverage Go-to-Market Planning Templates >>

May Jun Jul Aug Sep Oct Nov

35% 35% 35% 35% 35% 35% 35%

84% 84% 84% 84% 84% 84% 84%

### ### ### ### ### ### ###

$ 121,352 $ 131,060 $ 146,788 $ 164,402 $ 184,130 $ 206,226 $ 230,973

$ 1,618 $ 1,638 $ 1,687 $ 1,768 $ 1,860 $ 1,892 $ 1,974

$ 43,923 $ 48,315 $ 53,147 $ 58,462 $ 64,308 $ 70,738 $ 77,812

$ 17,500 $ 17,500 $ 20,000 $ 20,000 $ 20,000 $ 27,500 $ 27,500
$ 10,000 $ 10,000 $ 12,500 $ 12,500 $ 12,500 $ 17,500 $ 17,500

16% 14% 15% 14% 12% 15% 13%

9% 8% 10% 9% 8% 10% 8%

7% 6% 6% 5% 5% 5% 5%

12 12 15 15 15 20 20
7 7 9 9 9 12 12
5 5 6 6 6 8 8
70 75 81 87 93 101 109
75 80 87 93 99 109 117
17% 16% 19% 17% 16% 20% 18%
10% 9% 11% 10% 10% 12% 11%

91% 91% 92% 92% 92% 91% 91%

$ 42,473 $ 45,871 $ 41,101 $ 46,033 $ 51,557 $ 43,307 $ 48,504

$ 13,591 $ 14,744 $ 12,755 $ 14,354 $ 16,144 $ 13,376 $ 15,063

0.91 0.91 1.37 1.37 1.37 1.37 1.37

 22.1 23.5 20.5 21.9 23.3 19.2 20.6

ACV

Jul Aug Sep Oct Nov Dec

125

117

109

99
93
 117

109

99
93

20 20 20
15 15

Aug Sep Oct Nov Dec

lanning Templates >>

Dec Total

35%

84%

###

$ 258,690 ###

$ 2,070

$ 85,594 $ 641,529
$ 27,500 $ 240,000
$ 17,500 $ 142,500

12%

8%

4%

20 171
12 99
8 72
117
125
17%
10%

91%

$ 54,325 $ 541,035
$ 16,949

1.37
22.1
 Description

The sum of sales and markting costs for the month

Gross margin is the difference between revenue and cost of goods sold, or COGS, divided by revenue, expresse
Generally, it is calculated as the selling price of an item, less the cost of goods sold.

ARR (annual recurring revenue) is a measure of revenue components that are recurring in nature. It should excl
recurring) fees and professional service fees.
Monthly Recurring Revenue (MRR) is a calculation of normalized (amortized) monthly subscription revenue (1/12
charges, non-recurring fees such as hardware, setup, installation, professional services/ consulting agreements
included.
Average Recurring Revenue Per Account is the average MRR per customer or account and is calculated as the s
customers for the month

New ACV that is derived from new customers signed in the month
Lost ACV based on customers lost in the month
Additonal ACV that is gained from additional sales to the installed base of customers

Lost MRR due to churned customers as a percentage of total monthly recurring revenue which is calculated as:
current month / MRR for prior month
Expansion MRR from existing customers (additional sales to installed base) as a percentage of total revenue. C
Expansion MRR / Prior month's MRR
Net MRR Churn is calculated by: MRR Churn for the month (cancellation and contration) - MRR Expansion (addiit
reactivation) for the month / The prior month's MRR

The number of new customers added in the month.

The number of customers lost in the month (canceled their subscription)
Net New Customers = # of new customers – # of churned customers.
The cummulative # of customers going into the month
The # of existing customers + new customers - churned customers or # of exsiting + net new customers
The # of new customers in the month / the number of customers at the start of the month
The # of customers lost in the month / # of existing customers (# of customers at start of month)

The percentage of customers that renew their subscription. Caluclated by summing the # of customers that re
/ the total # of subscriptions that were up for renewal in the period.
The sales and marketing costs to acquire a customer. The sum of all sales and marketing expenses / # of new
a period.value is an estimate of a customer from contract to cancellation and is usually calculated as ARPA * Gr
Lifetime
Churn Rate
The CAC Ratio is the change in subscription revenue between two quarters, annualized by multiplying by 4, and
by the sum of sales and marketing spend for the earlier of the two quarters.
Months to recover CAC is a measure of time that quantifies the amount of time required to recover the sales an
invested in acquiring a customer. CAC = CAC / Average MRR per Customer (some prefer to modify the denomi
MRR per Customer * Gross Margin %)