B2B SaaS Metrics & Benchmarking: Enhancing Performance

Kauri Ääremann
Co-Founder / CEO
August 28, 2023


In the ever-evolving landscape of B2B SaaS, staying ahead of the competition requires not only innovation but also a keen understanding of performance metrics. This is where SaaS benchmarking comes into play. In this article, we'll explore what SaaS benchmarking entails and delve into key performance metrics with benchmarking ratios to help elevate your B2B SaaS business.

What Is SaaS Benchmarking?

SaaS benchmarking involves comparing your company's performance metrics against industry standards or competitors to gauge how well your business is faring. By analyzing these metrics and ratios, you gain insights into your strengths, weaknesses, and areas for improvement, allowing you to make informed strategic decisions.

Top 11 SaaS Metrics with Benchmarks

1. Customer Acquisition Cost (CAC)

CAC represents the cost your company incurs to acquire a new customer. This includes various expenses like marketing campaigns, sales team salaries, and advertising. A lower CAC relative to the LTV indicates that your customer acquisition process is efficient and likely to generate a positive return on investment.

Formula: Total Sales & Marketing Expenses / Number of New Customers Acquired

Benchmark Ratio: CAC should ideally be less than 1/3 of the customer's LTV (Lifetime Value).

2. Lifetime Value (LTV)

LTV measures the total revenue a customer generates throughout their engagement with your business. It helps you understand the long-term value of a customer relationship. A higher LTV relative to CAC suggests that your business is generating more revenue from a customer than the cost to acquire them.

Formula: Average Revenue Per User (ARPU) x Customer Lifespan

Benchmark Ratio: Aim for an LTV:CAC ratio of 3:1 or higher.

3. Average Revenue Per User (ARPU)

ARPU indicates how much revenue your business generates per customer on average. Higher ARPU generally implies better revenue potential and can help you identify which customer segments are the most valuable.

Formula: Total Revenue / Total Number of Customers

Benchmark Ratio: ARPU benchmarks vary by industry.

4. Churn Rate

Churn rate measures customer attrition. Lower churn rates mean that your customers are staying engaged and satisfied with your service, leading to higher retention and revenue.

Formula: (Number of Customers at the Start of the Period - Number of Customers at the End of the Period) / Number of Customers at the Start of the Period

Benchmark Ratio: A healthy benchmark is to keep your churn rate below 5% annually.

5. Customer Retention Rate (CRR)

CRR represents the percentage of customers retained over a specific period. A high retention rate indicates that your customers are finding ongoing value in your product or service, which is crucial for long-term success.

Benchmark Ratio: Strive for a CRR above 90%.

6. Customer Satisfaction Score (CSAT)

CSAT measures customer satisfaction and loyalty. Higher scores indicate that your customers are pleased with your offerings and are likely to continue doing business with you.

Benchmark Ratio: A CSAT score above 80 is generally considered strong.

7. Time to Value (TTV)

TTV measures how quickly customers realize the value of your product after onboarding. A shorter TTV enhances customer engagement and reduces the risk of churn.

Benchmark Ratio: Aim for a short TTV, often achieved within the first 30-60 days of customer onboarding.

8. Natural Rate of Growth (NRG)

NRG provides insight into your business's organic growth without considering new customer acquisition efforts. Positive growth indicates that your existing customer base is generating more revenue over time.

Formula: (End Value - Start Value) / Start Value

Benchmark Ratio: Positive trajectory indicates healthy internal growth.

9. Lead Velocity Rate (LVR)

LVR measures the growth rate of qualified leads. A higher LVR suggests that your marketing and sales efforts are generating more interest and potential customers.

Formula: (Current Month's Qualified Leads - Previous Month's Qualified Leads) / Previous Month's Qualified Leads

Benchmark Ratio: LVR greater than 1 indicates accelerating growth in leads and potential sales.

10. Monthly Recurring Revenue (MRR)

MRR provides a predictable and recurring revenue stream from subscription-based customers, indicating your business's financial stability and growth potential.

Formula: Sum of Monthly Subscription Fees

Benchmark Ratio: Consistent positive growth reflects stability and growth potential.

11. Annual Recurring Revenue (ARR)

ARR projects the MRR over an entire year, offering a comprehensive view of your yearly recurring revenue. It's crucial for setting long-term revenue targets.

Formula: MRR x 12

Benchmark Ratio: Align ARR growth with your business's strategic goals.


These SaaS metrics and their corresponding benchmark ratios provide a comprehensive toolkit for evaluating your B2B SaaS business. By analyzing these metrics in context and aiming to meet or exceed the benchmarks, you're well-equipped to enhance your performance, retain customers, and drive sustainable growth. Remember, the benchmarking journey is ongoing, and regular assessments ensure that your business remains competitive and adaptive in the ever-changing world of B2B SaaS.

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