Скачать или смотреть What Metrics to Track from 3 to 5M ARR | SaaS Metrics School | SaaS ARR

SaaS Metrics School. I’m Ben Murray, The SaaS CFO, and in this short but critical video, I break down the essential metrics and KPIs you should monitor as your SaaS company scales beyond $3M ARR.

This is part three of a special SaaS Metrics series where I guide you through the financial and operational metrics to track based on your ARR stage. If you missed the earlier videos covering $0 to $1M ARR and $1M to $3M ARR, be sure to check those out for the full context.

At the $3M to $5M ARR level, SaaS companies enter a pivotal phase. Data is flowing, customer activity is ramping up, and financial discipline becomes increasingly important. Many founders reach out around this stage for help with SaaS finance and metrics—and for good reason.

In this episode, I walk through how to use my Five-Pillar SaaS Metrics Framework as your roadmap to scalable growth. Here's what to focus on:

🔹 Pillar 1: Growth Metrics
✓ Track your bookings – especially new bookings and expansion bookings
✓ Monitor Average Contract Value (ACV)
✓ Watch the number of new users or customers added
✓ Understand how your GTM strategy (self-serve vs. enterprise) affects your data volume and metrics

🔹 Pillar 2: Retention Metrics
✓ Measure Customer Retention – are you keeping the customers you acquire?
✓ Calculate Gross Revenue Retention (GRR)
✓ Track Net Revenue Retention (NRR) to identify expansion and churn trends
✓ Retention begins to truly matter at this stage as churn can become costly

🔹 Pillar 3: Margins
✓ Begin tracking your overall gross margin (Revenue – COGS)
✓ Start calculating margins by revenue stream:
 ✔ Subscription Margin
 ✔ Professional Services Margin
 ✔ Managed Services, Hardware, or Variable Revenue Margin
✓ Margins are starting to take shape and should be monitored—even if they’re not best-in-class yet

🔹 Pillar 4: Financial Profile
✓ Understand your Rule of 40 profile
✓ Calculate EBITDA – I recommend doing this at all ARR stages
✓ Monitor OPEX profile:
 ✔ R&D as a % of revenue
 ✔ Sales & Marketing as a % of revenue
 ✔ G&A as a % of revenue
✓ These trends show how you’re investing in growth versus efficiency

🔹 Pillar 5: Efficiency Metrics (Optional)
✓ Metrics like CAC, CAC Payback, and Magic Number may still look erratic
✓ Use only if you have enough customer acquisition data flowing through the business
✓ GTM model (high-volume vs. enterprise) will influence the accuracy of these metrics

💡 The $3M–$5M ARR range is where things get interesting. You’re no longer in MVP or early sales mode—you’re scaling. This stage is rich with data and opportunity, and it’s critical to establish discipline in your metrics tracking now.

The goal? Build toward sustainable, efficient growth as you aim to reach $10M ARR and beyond.

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If you're a SaaS founder, CFO, or operator scaling through $3M ARR and feeling overwhelmed by financial metrics and reporting, this series is built for you. Use my Five-Pillar Framework to stay aligned, efficient, and ready for what’s next.

📺 Don’t forget to like, subscribe, and turn on notifications so you never miss an episode of SaaS Metrics School. See you in the next one, where we’ll cover metrics for the $5M to $10M ARR stage.

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