What are the Important KPIs for B2B SaaS Company?

Written By
Ravi K Nair
Technical Content Strategist
Last updated at September 09, 2022
What are the Important KPIs for B2B SaaS Company?

Numerous companies or inventors do not prioritize tracking their most significant B2B SaaS KPIs practically and insightfully, which could interfere with the good governance of their business and productive exchange with probable investors at later steps.


The words “key performance indicators” are the primary business metrics that help you understand how your organization performs in a market. You can make more acceptable use of your data by focusing on the KPIs for your sector.


So today, this article has provided you with some of the essential key performance indicators that any b2b SaaS company should adopt to make their business successful. Thus, read on and discover more.


What is a B2B SaaS Company?


Business-to-business or B2B companies sell their products, services, or software to other businesses looking to improve their internal efficiency, facilitate processes, and develop substantial revenue.


Software-as-a-service or SaaS organizations deliver cloud-based services to customers through the internet. Unlike the other formats of cloud computing, infrastructure as a service (IaaS) and platform as a service (PaaS), most SaaS products operate directly via web browsers, bypassing tedious and time-consuming downloads or installations. 


Read also: Top 9 B2B SaaS Marketing Strategies To Thrive Your Business


B2B and SaaS business standards usually operate hand-in-hand. Some productive B2B SaaS ventures include Google, Microsoft, Slack, Adobe, and Shopify.


What are Key Performance Indicators?


Key performance indicators (KPIs) are performance standards that help companies bring crucial information about multiple relevant factors, such as the quality of their goods and services or the significance of their functions.


These indicators allow enterprises to acquire precise answers connected to distinct critical points of the business, for instance:


  • Are the goals achievable?
  • What is the level of product quality?
  • How can the organization enhance its profitability?
  • Is it critical to switch suppliers?
  • What type of products draws more customers?
  • Are consumers fulfilled?


The primary operation of KPIs is to help businesses discover better practices to manage and optimize their internal processes. It means that the estimation of suitable KPIs should contribute to better decision-making in the company, therefore advertising an intelligent strategy of constant improvement.


Essential KPIs for your B2B SaaS Company


Churn Rate


Churn is called the count of users who unsubscribes from your assistance. Estimating the percentage of non-subscribers in a certain period is called the Churn rate.


Usually, the churn rate is computed each month and is quite challenging to calculate. Thus, we suggest utilizing software to study that the calculations are correct. You can employ analytics software like Amplitude, Profitwell, and Stripe to calculate the churn rate of various billing or accounting system.




MRR means Monthly Recurring Revenue which is the heart of the business model for subscription-based businesses like SaaS organizations, telecom operators, and banks.


MRR is one of the most substantial KPIs they hunt. Monthly recurring revenue purposes differ widely by sector, but they should describe a company’s stand in its cycles, development initiatives, and deadlines.


So MRR is the total monthly earnings that your SaaS firm bills. You must be capable of getting this information directly from your billing procedure.


The amount of funds you develop through subscriptions and other regular income sources per year is your annual recurring revenue or ARR, usually calculated as 12xMRR.


Revenue Churn


Revenue churn is one of the vital metrics. The churn rate doesn’t calculate the whole picture in most SaaS companies since the company could have had specific products and diverse cost ranges during the subscription.


The churn rate will not be correct when you have numerous products with different price ranges. Revenue churn reimburses for this by estimating the revenue lost due to a churn.


If the revenue churn rate is better than your existing revenue, you should adjust your business process. And this is an apparent indication that you must recognize and address the origin of churn as soon as possible.


Customer Life Time Value (LTV)


Customer lifetime value or CLTV is another compulsory KPI to observe the amount of income a customer will bring in from the moment they subscribe to your product until they withdraw. This duration is called a customer's lifetime value (LTV). For SaaS organizations, the traditional lifetime value of a customer is a critical measurement.


Customer Acquisition Cost (CAC)


Customer acquisition cost means the money you expend on marketing, separated by the new consumer. To make a sale, you’ll have to pay for marketing and other sales-affiliated activities.


It is the same for all trades on your website, so organic traffic that costs small or nothing aids in facilitating the CAC. Organic CAC invariably exceeds inorganic CAC. 


Monthly Unique Visitors


The count of unique visitors who visited your website in a particular month is known as monthly unique visitors. It’s necessary to understand the concept of a unique user since individuals that visit the site multiple times are only calculated once for calculating distinctive visitors. 


This quantity of unique visitors may come from organic traffic or planned marketing actions, but the goal should be to maintain its growth. 


Conversion Rate


The buying rate of a good or service is directed to a conversion rate. It’s a must-have KPI for each digital business that desires to track orders and enhance them depending on user feedback. 


Depending on the lead velocity rate, you can calculate how much money you’ll obtain from leads if you understand your conversion rate and how multiple leads have arrived recently. 


Customer Satisfaction Score


The decision of how happy a client is with a complete contact or general experience is called the Customer Satisfaction Score (CSAT). It’s a vital tool for delivering excellent customer assistance. 


Customer happiness does not always translate into customer loyalty or revenue growth. However, when it is appropriately measured, customer happiness becomes a component of a more extensive system that promotes long-term customer retention.


Response Time


The lead reaction time is a metric that is occasionally overlooked. It can be challenging to connect directly to revenue; thus, most marketing divisions oversee it.


Lead response time is a standard that calculates how quickly your team reacts to inbound questions from individuals who could be a right fit for your organization.


B2B companies that reply immediately to leads close more sales and grow faster than those who do not. 


Resolution Time


The time you take to solve a consumer’s inquiry or settle a problem. Your consumer will not be satisfied until their difficulty is fixed and the ticket is completed.


You might utilize resolution time to evaluate how well your workers are handling client concerns quickly. When integrated, this and the primary standard will deliver details on potential refinements to your support infrastructure.




After reading this guide, we expect you to understand better what SaaS metrics to hunt in your organization.


Thus, measure your company’s remuneration from the earlier year to get an insight into the indicators that are appropriate to you.


Please let us know in the comments if you have further queries regarding this context. Noetic IT Services will be happy to assist you whenever you require it. 


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