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A Detailed Guide to SaaS Operating Metrics
A Detailed Guide to SaaS Operating Metrics
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Operational Metrics

Notes, context, and analysis of key operational metrics.
Operational Metrics
0
Area
Metric
Notes
Critical?
Sales Efficiency (Magic Number)
1
http://www.scalevp.com/blog/magic-number-math
Efficiency of Marketing and Sales Spend / Investment.
​
Funnel Metrics
2
Conversion Rates at: ToFu (Top of Funnel) MoFu (Middle of Funnel) BoFu (Bottom of Funnel)
Reverse engineer the funnel to understand what marketing activities are needed to drive sales results. E.g., conversion rates from website visitors to trial to purchase. See
Startup Secrets
⁠
.
​
Pipe Coverage Ratio to Close
What is the pipeline to close ratio? E.g., do we need 3-4x the pipeline going into a quarter to meet the bookings target?
Yes
Sales Metrics
5
# of FTE Sales Reps
FTE = Full Time Equivalent (equivalent # of fully productive reps).
Yes
Quota per Sales Rep
ARR value of new customers signed.
Yes
Forecasted Sales Capacity
# of FTE reps * quota (should translate into New MRR Bookings).
Yes
Coverage Ratio for Plan
Forecasted Sales Capacity / Bookings Plan.
Yes
Productivity per FTE Sales Rep
ARR value of new customers signed.
Yes
⁠

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