To Measure Sales Efficiency, SaaS Startups Should Use the 4×2

Once you’ve found product/market fit, scaling a SaaS business is all about honing your go-to-market efficiency. Many extremely helpful metrics and analytics have been developed to provide instrumentation for this journey. LTV (lifetime value of a customer), CAC (customer acquisition cost), Magic Number, and SaaS Quick Ratio, are all very valuable tools. The challenge in using derived metrics such as these, however, is that there are often many assumptions, simplifications, and sampling choices that need to go into these calculations, thus leaving the door open to skewed results.

For example, when your company has only been selling for a year or two, it is extremely hard to know your true Lifetime Value of a Customer. For starters, how do you know the right length of a “lifetime”? Taking 1 divided by your annual dollar churn rate is quite imperfect, especially if all or most of your customers have


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