For those who don't have a Ph.D in Subscription Metrics, you need to start somewhere. That place is here! Take a high-level look at the basic metrics for managing a subscription business:
The importance of ARR, MRR, ACV
How to calculate churn
Up-sell vs. cross-sell, and how to measure each
Do I really care about customer lifetime value?
Evergreen vs. Termed Subscriptions
6. 6
MRR – Monthly Recurring Revenue
Monthly Recurring Revenue at the end of each month.
Computed by taking the MRR from the previous month and
adding Net New MRR.
Some businesses like to use CMRR for
Contracted MRR
7. 7
Why is CMRR different than MRR?
Evergreen
vs
Termed
Billing frequency is different than
commitment/contract term!
8. 8
ARR – Annual Recurring Revenue
ARR = Annual Recurring Revenue
Most often used in businesses where contracts are at least
a year in length). ARR = MRR x 12
9. 9
ACV – Annual Contract Value
Annual Contract Value of a subscription agreement. For
multi-year agreements we typically will also look at TCV
TCV = Total Contract Value
10. 10
DMRR – Delta MRR
Delta MRR is the Change in Value in MRR
USUALLY FROM A CROSS-SELL OR UPSELL
(can be a negative value if it’s a downsell)
11. 11
Churn
There are a lot of ways to look at churn!
• Net Numbers – absolute numbers of churn
• Percent - churn expressed as a percentage of
customers in period
• MRR Churn =
Churned MRR
Previous Months MRR
12. 12
MRR Expansion vs. DMRR
% MRR Expansion - Increase in revenue from
existing customers as a % of total revenue.
Delta MRR
Previous Months MRR
% MRR Expansion =
13. 13
% Net MRR Churn
This is a helpful metric, but please don’t get me started
on “negative churn”
% Net MRR Churn =
Churned MRR - DMRR
Previous Months MRR
14. 14
Metrics How to Use
Is the business growing over time, or
contracting? How much deferred revenue are
you building in your revenue base that you can
use to drive future growth?
Committed Monthly
Recurring Revenue
Delta Monthly Recurring
Revenue
Annual Contract Value
Reasons for
Customers Leaving
% Customers Staying
Why is monthly recurring revenue increasing
or decreasing? Bigger contracts? Less
discounts? New promo?
What is the total vale of annual customer
contracts that are committed?
Why is churn occurring? Natural organic
churn, product deficiency, competition?
How effective are you at renewing customers
over time?
CMRR
DMRR
ACV
CHURN
RENEWALS
RATE
So Here are the Basics
17. 17
Traditional Income Statements are Backward Looking
Income Statement
For Period Ending December 31, 2013
Traditional income statements measure revenue based
on how much money you made this past period.
18. 18
And They are One-timed Focused
Traditional income statements do not differentiate
one-time from recurring revenue or expenses.
Income Statement
For Period Ending December 31, 2013
19. 19
CAC – Cost to Acquire a Customer
CAC =
SUM of all Sales & Marketing Expenses
Number of New Customers Added
Is CAC the new COGS?
20. 20
Entering ARR + New ACV - Churn = EXITING ARR
The Simple View of “The Three Metrics”
ARR
Growth Efficiency
Sales & Marketing Expense / New ACV
Recurring Profit Margin
(Entering ARR – COGS – G&A – R&D) / Entering ARR
21. 21
Expanding the 3 Metrics
How much of
your ARR you
keep every year
Entering ARR
less annualized
Non-growth
spend
How much
does it costs to
acquire $1 of
ACV
Retention
Rate
Recurring Profit
Margin
Growth
Efficiency
Annual Recurring Revenue
22. 22
Case Study
Informatica launched
SMB product driving
new CMRR by
40% in 12 months.
KNOW
Zuora gives us the right commerce tools and metrics to be
able to instrument our business for growth.
Ron Papas, Senior Vice President & General Manager
Billing frequency is different that contract term!!!
The difference between a cross sell and an upsell – Cross sell is a new product. Upsell is to sell more of the same product. Both are good.
They way you measure churn depends on a few factors.
the number that will go negative if the Expansion revenue from existing customers starts to outstrip the lost revenue from churn. “Getting to negative Net MRR Churn is a great goal for a SaaS company” – David Skok
Smaller professional services and cash, and side by side