Metrics that Matter in SaaS
Oren Raboy, Totango
1999
2007
2010
Customer Success Software
Oren RaboyStartups Ω Products Ω Cooking
2004
WHY metrics matter
for
SaaS product management?
Build
MeasureLearn
RAPID PRODUCT ITERATION
DEFINE YOUR ROADMAP
Q1’2014 Q2’2014 Q3’2014 Q4’2014
ELIMINATE HiPPO
… AND
keep product execution focused…
keep the team honest about progress being made…
create excitement and follow-up…
WHICHmetrics
are important for
my product?
MEASURE ACROSS THE CUSTOMER LIFECYCLE
Adoption
Enable the customer
Acquisition
Create the customer
Retention
Keep the customer
CLASSES OF METRICS
Business Performance
• Measure the performance of your business model
• Align resources to tackle key issues for business growth
• For board meetings and strategy sessions
• PM: Define product roadmap
Engagement
• Measure the behaviors of your customers
• Identify areas for improvements
• For product planning & design sessions
• PM: Prioritize, scope, define features
Acquisition
New-signups
o New visitors
o Watched intro video
o Signup form
Adoption
Number-Activatedfollowed 3+ people
o Setup profile
o Followed
o Tweeted
Retention
Monthly-uniquesreturning users after 30days
o Native app users
o Mobile users
o Tweets/day
o Followers/user
EXAMPLE I Twitter
EXAMPLE II
Acquisition
New Customers
New Revenue
o Registered users
o Product tour
completions
Adoption
30day onboarding% customers activated 30-days
after contract is signed
o Data upload
o Test campaigns
o Invite team
Retention
Churn% of cancellations from
contracts up for renewal
o Using lead scoring
o Using shared calendar
o Lead DB size
o Campaigns
Marketing automation software
TIPSon
managing metrics
USE TOOLS
re:dash
START SIMPLE
SQL
DIMENSIONS, TRENDS & COHORTS
# % $
• Real time
• Daily
• Weekly
• ...
READ MORE…
Dave Mclure – AARRR Metrics for startupshttp://www.slideshare.net/dmc500hats/startup-metrics-for-pirates-long-version
David Skok – SaaS Metrics 2.0http://www.forentrepreneurs.com/saas-metrics-2/
Christoph Janz – A Dashboard for SaaS startuphttp://blog.totango.com/2013/12/guest-blog-a-kpi-dashboard-for-early-stage-saas-startups/
Alistair Croll - Lean Analytics (Google Ventures)https://www.gv.com/lib/lean-analytics
THANKS!
/Oren
• Analytics by Wilson Joseph
• Hippopotamus by Cecilia Morales
• Map Marker by Naomi Atkinson
• Campaign by Paul Souders
• Target Market by Simple Icons
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