SaaS METRIC OF THE WEEK: NPS: We all like to be liked - Net Promoter Score is basically a way to quantify that for your product. This White Paper from Ask Nicely reviews NPS (among other common customer experience metrics) and explains how to measure and calculate NPS. See this link for some methods to improve the NPS of a SaaS product and Neil Patel then gets into a 3 step program of how to leverage NPS for your business.
GROWTH: Adding onto the above and using real-world companies Zoom and Twilio as examples (both also notable product-led) a16z make the case that the new era of enterprise go-to-market requires growth-plus-sales - which is just a fancy-pants way of highlighting the evolution in customer buying behavior for high-end B2B. Great read.
CONVERSION RATE: There are many, many conversion rate metrics you could track - so which ones are the most important? It really depends on the goals of your business - so let Neil Patel tell you his 8 Most Important Conversion Rate Metrics.
COOKIES: This is an expansion from above, so not the chocolate chip kind of Cookies. Love them or hate them, the reality is that browser cookies are heading the way of the Dodo, so conversion tracking via cookies being phased out creates a new attribution problem to solve. Conversion modeling is a way forward, so if attribution is a necessary part of your business or your channel/partners Business, take a read of this article from Google on why conversion modeling will be crucial in a world without cookies.
CASE STUDY: Taking a look at Twilio this week as an expansion of #6 above. In August 2019 Jason Lemkin noted the impressive metrics of Twilio as it reached $1B in ARR. Fast forward to January of this year, he's update observations now that they are at $2b+ ARR - yup - a $1B ARR increase in 18 months - now 60B market cap and growing at about 53% YoY thanks to an NDR clocking in at 140%!