David Skok's SaaS Marketing KPI Dashboard
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Monthly SaaS Marketing KPI Dashboard
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This Dashboard is optimized to track detailed monthly SaaS Marketing metrics. See more info here http://www.forentrepreneurs.com/saas-metrics-2-definitions/
Total trends should be tracked quartly or montly. Blue cells are inputs, others are calculated results
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Inbound /
Adwords
Inbound /
Other
Conferences
/ Events
Outbound - ColdOutbound - ReferralsMONTHLY TOTAL
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AdwordsDirect emails, PR, content marketing, SEOConf, events, workshops, sponsorshipsCold emails/calls, LinkedIn, TwitterIntros, relationships,
referrals
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Churn
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Total Customers (Start of Month)4711,3097262512583,015
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Churned Customers (Lost during month)
19622497121
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Churn (monthly rate)4.0%4.7%3.3%3.6%2.7%4.0%
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Bookings
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Leads2,0005,0003,0001,0001,00012,000
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Deals Closed60100906030340
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Conversion Rate3.0%2.0%3.0%6.0%3.0%2.8%
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Avg MRR (Monthly Recurring Revenue)
$80,000$150,000$110,000$80,000$10,000$430,000
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MRR/ Customer$1,333$1,500$1,222$1,333$333$1,265
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% of Total Revenue19%35%26%19%2%100%
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Cost
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Cost$75,000$120,000$90,000$70,000$9,400$364,400
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CPL (costs per lead)$38$24$30$70$9$30
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CAC (Customer Acquisition Cost)$1,250$1,200$1,000$1,167$313$1,072
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% of Total Costs21%33%25%19%3%100%
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Value
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Churn4.2%4.8%3.3%3.7%3.0%4.013%
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Gross Margin6%20%18%13%6%15%
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Monthly Profit/customer$83$300$222$167$20$193
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Months to Recover CAC15.04.04.57.015.75.6
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Average Lifetime (months)24.821.130.327.936.924.9
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Gross LTV (lifetime value)$1,983,158 $3,166,935 $3,327,500 $2,231,111 $368,571 $11,077,276
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Net LTV / Customer$2,066 $6,334 $6,722 $4,648 $737 $4,808
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Net LTV / CAC1.75.36.74.02.44.5
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NET
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Net New Customers4138665123219
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Net Growth8.7%2.9%9.1%20.3%8.9%7.3%
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Total Customers (Start of Next Month)
5121,3477923022813,234
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