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Marketing Metrics Template

SaaS Marketing Metrics Presentation Template

SaaS marketers are increasingly being asked to connect their efforts back to revenue growth. Simple lead generation and conversions aren’t enough. Showcasing the right metrics is key, but we can all agree that it’s not easy.
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In the SaaS world, executives and investors view marketers as responsible for two metrics: customer acquisition and customer retention. No matter how much web traffic or how many impressions or sales qualified leads you generate, you must be able to tie these marketing metrics to revenue and new customers.

This presentation template for SaaS marketing metrics gives you everything you need to show the business impact of your marketing campaigns. How can SaaS marketers set themselves up for success and tie every effort back to revenue? Start proving ROI with our ready-to-use template.

This template will enable you to:

  • See the impact and progress of your marketing goals.
  • Understand how to accurately calculate and present metrics.
  • Establish the right next action steps to meet your revenue goals.

Nothing is more important (or rewarding) than being able to tie your hard work to revenue and see how your efforts are driving growth for your organization. Remember, we’re all at various stages of our attribution maturity, and it takes practice and refinement to get it right.


What are the most important SaaS metrics to measure?

A variety of metrics will provide a comprehensive view of your marketing efforts and the overall health of your SaaS company. Here are some key metrics you’ll want to measure, their definitions, and how to measure them.

  • Website traffic: The number of new and returning visitors to your website.

  • Visit-to-lead conversion rate (VTL): The rate at which new and returning web visitors convert into leads. 

    VTL Rate = (Number of Leads) ÷ (Total Traffic) x 100

  • Lead-to-customer conversion rate (LTC): The rate at which leads become customers.

    LTC Rate = (Number of Leads That Converted Into Customers) ÷ (Total Number of Leads) x 100

  • Monthly recurring revenue (MRR): The recurring revenue generated from subscribed customers.

  • Customer acquisition cost (CAC): The amount of money spent on acquiring a new customer.
    CAC = (Total Sales and Marketing Customer Acquisition Costs) ÷ (Number of New Customers)

  • Customer lifetime value (CLV): The total value of a customer over their lifetime with your company. 

    Customer Lifetime Value = ((Average Purchase Value) x (Average Purchase Frequency Rate)) x (Average Customer Lifespan)

  • Customer retention rate (CRR): The rate of customers gained (and kept) over a period of time.

    CRR = ((Number of Total Customers at the End of Time Period) - (Number of New Customers Gained) ÷ (Number of Total Customers at the Beginning of Time Period)) x 100

  • Customer churn rate: The rate of clients lost over a period of time.
    CCR = (Customers Lost in Time Period) ÷ (Total Customers at the End of Time Period)

  • Revenue churn rate (RCR): The amount of revenue lost due to customer churn.

    RCR = (Monthly Recurring Revenue at the Beginning of Time Period - Monthly Recurring Revenue at the End of Time Period) - (Added Monthly Recurring Revenue During Time Period) ÷ Monthly Recurring Revenue at the Beginning of Time Period

How can SaaS marketers document their goals and metrics?

SmartBug’s SaaS Marketing Metrics Presentation Template offers a simple and comprehensive way to track and measure SaaS marketing success. The template can be used to define SaaS KPIs, establish a framework to track and measure progress against goals, present data in a visually appealing way, demonstrate the impact of your marketing efforts on revenue growth, and more. 

How do I accurately calculate my ROI for a particular marketing campaign?

ROI for a marketing campaign can be found by dividing the revenue generated from the campaign by the cost to run the campaign. 

(Total Sales from Campaign) - (Marketing Costs) ÷ Marketing Costs

This will give you an accurate picture of how much you got in return for each dollar that you invested.

How can I assess the health of my marketing funnel?

You can assess the health of your marketing funnel by tracking website traffic, visitor-to-lead conversion rate, lead-to-customer conversion rate, customer retention rate, and/or customer churn rate. 

Tracking these metrics over time will provide a baseline for how effective your current marketing efforts are at driving customers to your website, converting them into leads and customers, and keeping them engaged over time. 

Additionally, measuring customer health scores can give you a good indication of how loyal customers are and how likely they are to stay with your organization in the long run.

How do I report marketing metrics to the board (or executive leadership)?

When reporting to leadership, it’s often helpful to provide concise and relevant information that demonstrates the impact marketing efforts have on sales, revenue, and the organization as a whole. Here are some tips to consider:

  • Align with the leadership team’s objectives and business goals, and focus the presentation’s metrics on key areas they’re interested in.

  • Keep your presentation concise and avoid excessive highlights and marketing jargon. 

  • Use visuals such as charts, graphics, and tables to convey complex information quickly and effectively. 

  • Don’t just present data—provide analysis and explain any trends, patterns, or changes in performance. 

  • Provide benchmarks and industry comparisons for additional context about overall performance. 

Take advantage of SmartBug’s SaaS Marketing Metrics Presentation Template to report your SaaS marketing metrics in a visually appealing way.

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Start reporting the most impactful metrics to the board.

Download our ready-to-use template by filling out the form below.