Metric Stack

In this episode of the Metric Stack Podcast - a must-listen for anyone interested in the future of healthcare and information technology - hosts Allan Wille and Lauren Thibodeau sit down with Duncan Weatherston, CEO of Smile Digital Health, a health data platform. Duncan talks about his company's mission to transform global healthcare through innovative data sharing and interoperability. We learn about the origins and growth of Fast Healthcare Interoperability Resources (FHIR), a set of rules for exchanging electronic health care data, and why this standard is key to revolutionizing the way healthcare information is shared.Throughout, Duncan's passion for information technology and optimism for the future of healthcare shines through. He describes the monumental task of establishing universal terminology and standards for sharing information, comparing it to the birth and evolution of the internet. He also shares his excitement about Smile Digital Health's pivotal role in this information revolution and the impact it will have on healthcare accessibility.We learn how health facilities in North America and Europe are using innovative technologies to break down data silos and improve patient outcomes, while positively moving the needle on metrics like cost and patient satisfaction.When asked about the future, Duncan believes the convergence of medical knowledge, large language models and patient data will create a system that allows consumers to manage their health just like they manage their banking, with a mobile app. The result - better access to healthcare for everyone.

In this episode of the Metric Stack podcast, James Neufeld, CEO of Samdesk, digs into the critical role metrics play in communication between company leadership and board members, particularly post-Series A and B funding rounds. James talks about the universality of metrics as a language for investors, who often lack deep domain expertise and rely on financial, user, and adoption metrics to gauge opportunities.James shares insights from his experience with the board, describing how they evolved from merely tracking performance to understanding the underlying drivers of their key metrics. He talks about Samdesk's initial struggles in determining which metrics were leading and lagging indicators and the challenges of measuring success based solely on a first-principles driven culture. Lessons learned from these early days inform current practices at Samdesk, where they focus on actionable metrics that directly influence business outcomes. As an example, he describes how measuring customer satisfaction, with metrics like Time to Customer Complaints (TCC) speeds up innovation at Samdesk, while combining first principles and common sense actions to derive meaningful insights.Since preparing for and achieving Series A and B funding Samdesk has grown from using a primarily first-principles approach to one that combines those principles with a metrics-focused strategy. They've also dealt with the rapid and pervasive changes brought about by COVID-19 by adapting and continuously learning, from both successes and failures.James describes how Samdesk communicates with the board by combining qualitative (customer experiences) and quantitative (metrics like ARR and Churn) information. His final bit of advice – pay attention to your metrics but don't be paralyzed by them. They're not a substitute for talking to your customers. You need to do both.

In this podcast interview, Allan Wille and Lauren Thibodeau discuss tech company valuations with Ed Bryant, President and CEO of Sampford Advisors. Ed defines valuation as the price a buyer will pay for your business either by purchasing it outright or as part of a merger and acquisition transaction. He suggests the only way to learn the true value of your company is to actually go to market and get bids from potential buyers. He distinguishes between financial buyers (private equity, venture capitalists) and strategic buyers (companies acquiring other companies), noting that the lines between them are blurring due to strategic buyers often being backed by financial players.We look at factors that influence valuation (scale, growth, profitability, and retention), with Ed stressing the importance of profitability for later-stage investors and acquirers. The conversation touches on the cyclical nature of mergers and acquisitions (M&A) and how market conditions significantly impact the valuation environment. Ed also describes some common mistakes founders make, such as being overly focused on technology and not paying enough attention to key business metrics like growth and customer retention.The interview concludes with Ed sharing his perspective on the current state of the market, describing it as a bifurcated market with healthy businesses receiving strong valuations while others face challenges. He predicts a recovery in 2024, anticipating increased activity and a positive market for software M&A transactions.For those interested in current valuation trends, Ed suggests resources like Sampford Advisors' monthly market report, content from venture capitalists like Tomasz Tunguz, and content generated by the broader VC, private equity, and M&A communities.

Optimizing LTV to CAC at UnbounceAbout Alex NazarevichAlex Nazarevich, Vice President of Growth at Unbounce, discusses his role and the significant changes he's seen over the past year. With a background in e-commerce and digital marketing, Alex bridges the gap between these interrelated disciplines. At Unbounce, he leads two main teams: The acquisition team, which focuses on maximizing customer inflow through inbound channels, and the customer marketing team, responsible for customer engagement and rolling out tailored marketing strategies.Alex has been overseeing the entire customer journey since starting at Unbounce a little over a year ago. Despite recent macroeconomic challenges, Alex emphasizes the importance of focusing on customer acquisition and efficiency, highlighting that the core objectives of his role remain constant even amidst change.The Importance of LTV to CAC in Unbounce's StrategyAlex Nazarevich emphasizes the key role Lifetime Value to Customer Acquisition Cost (LTV to CAC) plays in the company's strategy. He explains that LTV, the lifetime value, represents the average revenue generated by a customer over their association with the company. LTV is calculated by multiplying the average number of months a customer stays with the business by their average monthly payment. CAC, the customer acquisition cost, is determined by dividing the total sales and marketing expenditure by the number of customers acquired during a specific period.Alex highlights the value of this metric in assessing the profitability of marketing efforts. In the context of a SaaS company, achieving an LTV to CAC ratio of 3 to 1, meaning $3 of lifetime value for every dollar spent on customer acquisition, indicates a profitable and scalable marketing strategy.However, the importance of this metric extends beyond marketing. It serves as a North Star for various teams within Unbounce, fostering a common understanding and aligning goals across departments. By focusing on LTV, teams can demonstrate cost-effectiveness, which aligns well with how the finance team evaluates marketing strategies. Lessons learned from the LTV metric can also aid in discussions with the product team, ensuring upcoming features improve customer engagement and acquisition.Alex points out that this metric is a part of his daily and weekly conversations with other leaders in the organization, emphasizing its role in driving strategic decisions and ensuring a unified approach.Optimizing CAC at UnbounceAlex reports a 35% to 40% year-over-year reduction in Unbounce's CAC. His team achieved this by focusing on areas they couldcontrol directly, leading to rapid, impactful changes without extensive stakeholder involvement.Alex and his team thoroughly analyze spending, evaluating each customer acquisition channel's efficiency. They scrutinize SEO, paid search, social media advertising, and affiliate marketing. This approach helps them understand each channel's volume, conversion rate, and lead quality, focusing on their potential to become paying customers.In calculating CAC for the LTV to CAC ratio, Alex includes all sales and marketing costs and divides them by the total number of customers acquired. His method puts value on organic channels, something marketers don't always do. It also accounts for salaries, software costs, and SEO improvement efforts. This comprehensive analysis allows Alex's team to strategically target the acquisition of high-value customers.Tackling Organic Channel VolatilityAlex speaks candidly about tackling the ups and downs in Unbounce's organic and paid channels over the last year and a half. When Alex joined Unbounce, he immediately zeroed in on the organic channel. He put the best people and tools on the job, determined to master this tricky channel.Advancements in AI, like ChatGPT, level the playing field for everyone in SEO. But, Alex believes in the power of quality content. He's sure that genuinely helpful content wins in the long run, even if it doesn't seem so immediately. Unbounce, known for its top-notch conversion rate optimization (CRO) content and landing page services, doubles down on this belief. They focus on what they're known for and see steady, albeit small, gains in organic search.But, it's in paid search where Alex and his team find more significant opportunities. They dive deep, analyzing every keyword and pattern. This approach helps them fine-tune their spending, especially when it comes to branded versus unbranded keywords. They're strategic, asking how they can be more efficient and uncover new conversion opportunities. It's a continuous journey of discovery that leads to improvements in their biggest channels.Key Strategies for Reducing CACAlex recommends starting at the point of conversion and working backwards. For Unbounce, this means focusing on the free trial sign-up process, where customers provide their credit card information. Alex's goal is to maximize the number of sign-ups, knowing a portion will convert to paying customers.They quickly realized investigating the checkout process was a more complicated project than they thought. So, they decided to shift focus to the pricing page and landing pages for paid search and affiliate marketing campaigns. Working backwards from the checkout button, they identified which changes could have the most impact. They evaluated  each potential improvement based on its effect and the effort required. This approach allowed him to strategically choose initiatives based on his team's capabilities, a method that has consistently proven effective.The Power of SegmentationAlex talks about how segmentation, specifically by company size and industry type, is an essential part of their strategy.Unbounce is versatile, meeting the needs of both solo marketers and large teams. Their tools allow individuals to perform like a larger team, launching campaigns efficiently and independently. Alex's team targets both small and large companies by highlighting specific features for each segment. Using platforms like LinkedIn, they experiment with and fine-tune their messaging as precise targeting reveals what resonates with each segment.As they move down the marketing funnel, the focus shifts to messaging. The team crafts unique content according to the size of the organization.Along with company size, another key factor is industry type. Alex and his team recognize that campaigns need to be adapted to suit different businesses. The requirements of a SaaS company are different from those of an e-commerce company. For example, they might tailor messages for e-commerce customers around Black Friday.Reflecting on Triumphs and Trials in CROTweaking the calls-to-action (CTAs) on the homepage and key landing pages was a significant yet simple breakthrough for Alex and his team. Despite being a fundamental aspect of CRO, revisiting these basics proved to be effective, especially when targeting new audience segments.Alex believes that failure is a natural part of growth-driven experimentation. He recalls an experiment with their pricing page that had a surprising conclusion. Their changes initially seemed to reduce overall conversions, but, ultimately  the customers they did attract were more valuable. This short-term setback led to a valuable long-term insight: These customers had a higher retention rate. This experienc...

Today's guest is Greg Boyd. He's the VP of Customer Excellence at Uvaro, a company that helps people transition into careers in tech sales through subscription based education and networking programs. In his role, Greg is responsible for the end-to-end revenue generation and retention strategy for the business. Today, we're going to chat with Greg about how he and his team have moved the needle on Customer Return on Investment, first at Exonify and now at Uvaro."With return on investment, you can be academic about it. I always have thought about it as some sort of data-supported return on investment. You spent $100. You got at least $100 back. So you have the data to back. That's easy. But the way I've always thought about it is combining that with the feeling of value that your customer gets some. So return on investments always came down to this word of value. And I learned really quickly that I would have lots of customers that are happy to talk to me. I think I'm a nice guy. We're having a great conversation today. But ‘happy' doesn't drive renewal, and it doesn't drive a deal. On the customer side at Exonify, we started to see that happiness does not equal value. And so understanding what is the driver of the return is what's going to be the driver of the growth that's going to come. When you're looking at the return on investment metric, a great way to look at whether they're getting value is: Are they growing?"Greg has also shared with us an excellent article that outlines some of the topics he discussed in the episode. Learn why your customers avoid talking to you, and how to change that: https://www.linkedin.com/pulse/why-your-customers-avoid-talking-you-how-change-greg-boyd-bwczc

In this interview, Allan Wille, CEO at Klipfolio, sat down with Johan Baltzar, co-founder and CEO of Steep. Klipfolio and Steep share the same vision. They believe in a new generation of analytics products that enable business users to work with centrally-defined metrics in a self-serve environment.Their conversation explored the ever-evolving landscape of data analytics, the role of the semantic layer in simplifying data accessibility, the changing relationship between data teams and business users, metrics literacy, and the integration of semantic layers with existing BI tools.

Allan Wille, CEO at Klipfolio, sat down with Brian Kotlyar, VP of Marketing & Growth at Hightouch, a reverse ETL solution that makes data manipulation, extraction, and moving smooth, easy, and fun for data engineers. Their conversation explored the potential of reverse ETL, the pressing challenges of modern business intelligence (BI), and the exciting prospects that are emerging as AI meets data analytics.

Today we're joined by You Mon Tsang, a 4 time founder and CEO experienced with both enterprise and consumer applications. You Mon is currently founder and CEO at ChurnZero, a company dedicated to helping subscription businesses battle churn. It's appropriate then that today's metric is Gross Revenue Retention, a metric that gets to the heart of churn.

Today we're joined by Dan Balcauski, founder of Product Tranquility, and an expert on B2B SaaS pricing and packaging. Prior to founding Product Tranquility, he did a lot of things, but the coolest we think was his solo round-the-world expedition to 21 countries. Today's topic: Willingness to Pay.

Today's guest is Zack Wenthe, Sr Product Marketing Manager at Treasure Data. Zack's worn many hats over the years, all tied together through the power of storytelling to drive revenue. This week's metric: Return on Ad Spend.

Today we're joined by marketing strategist Michael Barber, recognized by Adobe/Marketo as one of the top 50 marketers in the world. Having worn both in-house and agency hats throughout his career, today, you'll find him working with brands as varied as MeUndies, Johnson & Johnson, Aptean, and Ithica College. This week's metric: Reply Rate

We're joined today by Corey Haines, Co-founder at SwipeWell, Founder of Swipe Files, and former Head of Growth at Baremetrics. Corey is a marketer, entrepreneur, podcaster, and investor on a mission to help people with exceptional products, services, and content get the attention they deserve. Today's metric: Lead Velocity Rate.

In today's episode, we're joined by Wes Bush, founder and CEO of ProductLed and bestselling author of Product-Led Growth: How to Build a Product That Sells Itself. Now who doesn't want that? Today's metric: Product Qualified Leads or PQLs.

In today's episode, Allan talks to Jeremy Moser, founder and CEO of uSERP, a 30 person agency that earns SaaS companies high-authority backlinks through digital PR. Today's metric: Sales Closing Ratio. What is Sales Closing Ratio? How does this metric impact sales and marketing? What's the difference between Sales Closing Ratio and Leads to Won Ratio or SQL to Won Ratio? How does lead scoring work with this metric? How do you segment this metric across different channels? What does the metric tell you about your full funnel? “It's a really powerful metric when you're running a service-based business. It gives you really clear insights from almost all perspectives of your funnel from the start of marketing to the finish of closing a lead. This metric has really good tie-ins to pretty much all other metrics in your funnel that you should be tracking.” If you love learning about metrics, you'll love MetricHQ, Klipfolio's online resource for all-things metrics and KPIs: https://www.klipfolio.com/metrics/. 

In today's episode, Allan and Lauren talk to Steffen Hedebrandt, co-founder and CMO of Dreamdata, a B2B revenue attribution platform. They dive into the world of marketing qualified leads and attribution. What are the nuances of MQL attribution? Is MQL attribution a predictable metric? How do you track MQL attribution? What's the difference between account based attribution and lead attribution? Is there a benchmark? (Check out Dreamdata's benchmark report for more!) What other metrics provide context for MQL attribution?For a different perspective on MQLs, check out Jon Taylor's episode: What is an MQL? If you love learning about metrics, you'll love MetricHQ, Klipfolio's online resource for all-things metrics and KPIs: https://www.klipfolio.com/metrics/. Metrics mentioned in this episode:MQL vs SQL: https://www.klipfolio.com/metrics/difference/marketing-qualified-lead-vs-sales-qualified-lead 

In today's episode, Allan talks to Ramli John, Director of Content at Appcues and the #1 Amazon bestselling author of Product-Led Onboarding. Allan and Ramli talk about User Activation Rate, arguably one of the most important Pirate Metrics or “AARRR”: Acquisition, Activation, Retention, Referrals, and Revenue. Activation is a critical metric for the first impression of a product, but the activation moment looks a little bit different for every company. Is defining activation an indicator of conversion or retention? How closely linked are acquisition, activation, and retention in the activation journey? Does activation extend beyond the early few days in the product? At what moment does the biggest activation opportunity occur? Is there a benchmark for activation? Hear the answers to these questions and more in this week's episode! “A habit doesn't form after two or three times. You keep going at it and eventually it becomes a consistent pattern of your behaviour and you don't have to think about it anymore. It just happens. I think that's the end goal of all of this. How do we get our users to form a habit with a product?” If you love learning about metrics, you'll love MetricHQ, Klipfolio's online resource for all-things metrics and KPIs: https://www.klipfolio.com/metrics/

In today's episode, Allan and Lauren talk to Ray Rike, Founder and CEO of RevOps Squared, about Annual Projected Revenue. What type of pricing model does this metric work for? What factors do you have to consider when looking at Annual Projected Revenue? What metrics work in harmony with Annual Projected Revenue? What does good, better, best look like for forecast accuracy for this metric? “There's buzz around usage based pricing. If you are considering that, go beyond what Excel says and what the upside can be. What's the infrastructure of the process and the risk that I need to be prepared for to manage how I'm going to forecast and tell my investors what's happening right now.” If you love learning about metrics, you'll love MetricHQ, Klipfolio's online resource for all-things metrics and KPIs: https://www.klipfolio.com/metrics/. 

In today's episode, Allan and Lauren talk to Marissa Homere, VP Marketing at Irwin. Marissa shares her expertise on Marketing Contributed Annual Recurring Revenue (ARR). How do you attribute marketing influenced or directly contributed ARR? How do you track a non-linear customer journey and attribute ARR accordingly? How do you report on marketing contributed ARR? How does lead grading come into practice? Is there a paid advertising channel that outperforms others when it comes to ARR? This is an episode you don't want to miss! “My best advice is to focus on [attribution and the revenue journey] because it makes you a partner in the business. It allows you to have meaningful conversations about the growth of the business and engage in being a key and instrumental part of the scale that comes with focusing on these numbers. Even if it's a longer game so you can have a seat at the table when it comes to the future of the business that you're working with.” If you love learning about metrics, you'll love MetricHQ, Klipfolio's online resource for all-things metrics and KPIs: https://www.klipfolio.com/metrics/. Metrics mentioned in this episode:Annual Recurring Revenue (ARR): https://www.klipfolio.com/metrics/saas/annual-recurring-revenue Opportunities: https://www.klipfolio.com/metrics/sales/opportunities Leads: https://www.klipfolio.com/metrics/marketing/leads 

In today's episode, Allan and Lauren talk with Christina Garnett, Senior Marketing Manager, Offline Community and Advocacy at HubSpot. Christina dives into retention in the context of community management and customer advocacy. How do you define retention in this context? What do a community and the flywheel have in common? How do you measure the value of community? How do other metrics, like Net Promoter Score, help measure retention? What other factors should you consider when measuring retention month over month? “I like to compare an ideal community to a Target store. You go in for one thing, and as soon as I go in I see all these things I get to engage with, people I get to tak to, and events I get to participate in. They continue to gravitate and grab all the value that's there.” If you love learning about metrics, you'll love MetricHQ, Klipfolio's online resource for all-things metrics and KPIs: https://www.klipfolio.com/metrics/. Metrics mentioned in this episode:Retention: https://www.klipfolio.com/metrics/saas/customer-retention-rate Net Promoter Score: https://www.klipfolio.com/metrics/product-management/net-promotor-score-nps 

In today's episode, Allan and Lauren talk with Alamin Mollick, Head of Finance at Posh Technologies. What are Bookings? What's the difference between bookings and revenue? How should you approach bookings, knowing there is risk? What's the difference between subscription bookings and service bookings? How does bookings fit into a usage-based pricing model?Get the answers to these questions and more in this week's episode. If you love learning about metrics, you'll love MetricHQ, Klipfolio's online resource for all-things metrics and KPIs: https://www.klipfolio.com/metrics/. Metrics mentioned in this episode:Bookings: https://www.klipfolio.com/metrics/saas/bookings Average Revenue Per Customer: https://www.klipfolio.com/metrics/saas/average-revenue-per-account 

In today's episode, Allan and Lauren talk with Laura Lenz, Partner at OMERS Ventures. Laura talks about Net Dollar Retention. What is NDR? Is NDR just for SaaS companies? Is there a company size that's too small or too early to track it? Is NDR a factor in valuation of a company? “My advice is to know the number right before the investor that you're talking to. But also know it for your business because operating your business is way more important than raising the capital. My second piece of advice is that the pandemic has taught us a lot about reaping the rewards of good customer relationships.” If you love learning about metrics, you'll love MetricHQ, Klipfolio's online resource for all-things metrics and KPIs: https://www.klipfolio.com/metrics/. Metrics mentioned in this episode:Net Dollar Retention: https://www.klipfolio.com/metrics/saas/net-revenue-retention-rate Net Promoter Score: https://www.klipfolio.com/metrics/product-management/net-promotor-score-nps 

In today's episode, Allan and Lauren talk with Dave Kellogg, Executive in Residence at Balderton Capital. Dave goes all-in on Cash Conversion Score: What's the difference between cash conversion score, capital consumption, and the growth efficiency index? What efficiency does cash conversion score measure? Dave also why cash conversion score is important when it comes to funding and ‘leaky bucket' metrics. “You should look at your overall capital consumption efficiency because people are going to look at it. It's not the first thing they're going to ask about, but as with any metric, the number matters, but the story matters more.” If you love learning about metrics, you'll love MetricHQ, Klipfolio's online resource for all-things metrics and KPIs: https://www.klipfolio.com/metrics/. Metrics mentioned in this episode:Cash Conversion Score: https://www.klipfolio.com/metrics/saas/cash-conversion-score Retention: https://www.klipfolio.com/metrics/saas/customer-retention-rate Churn: https://www.klipfolio.com/metrics/saas/logo-churn CAC: https://www.klipfolio.com/metrics/finance/customer-acquisition-costARR: https://www.klipfolio.com/metrics/saas/annual-recurring-revenue CAC Payback Period: https://www.klipfolio.com/metrics/saas/cac-payback-period 

In today's episode, Allan and Lauren talk to Donna Weber, Customer Onboarding Expert. What is Time to Value and why is it important in the context of customer onboarding? The goal of customer onboarding is to make your customers the heroes — they buy your product to save money, to make  money, to save time, or be compliant. So if you're not helping them reach those goals, you're not delivering value.So, what is time to value? How do you measure it? Who “owns” this metric? “Companies need to think a lot more about the right touch at the right time to deliver value.” Hear the answer to these questions and more in this week's episode.If you love learning about metrics, you'll love MetricHQ, Klipfolio's online resource for all-things metrics and KPIs: https://www.klipfolio.com/metrics/Metrics mentioned in this episode:Time to Value: https://www.klipfolio.com/metrics/saas/time-to-value Net Revenue Retention: https://www.klipfolio.com/metrics/saas/net-revenue-retention-rate 

In today's episode, Allan and Lauren talk to Will Cordes, CEO and Founder of KPI Sense. Will shares his insight on Magic Number: What is magic number? What does it measure? How do you calculate magic number? What are the nuances of this metric? What does magic number pair well with?Hear the answer to these questions and more in this week's episode.If you love learning about metrics, you'll love MetricHQ, Klipfolio's online resource for all-things metrics and KPIs: https://www.klipfolio.com/metrics/. Metrics mentioned in this episode:Magic Number: https://www.klipfolio.com/metrics/saas/magic-number LTV to CAC Ratio: https://www.klipfolio.com/metrics/saas/lifetime-value-to-customer-acquisition-cost-ratio-ltvcac Customer Acquisition Cost (CAC): https://www.klipfolio.com/metrics/finance/customer-acquisition-cost Monthly Recurring Revenue: https://www.klipfolio.com/metrics/saas/mrr-growth-rate 

In today's episode, Allan and Lauren talk to Vicky Freed, Chief Strategist, Loyalty, Data, and Customer Performance at Differly. Vicky goes in-depth on Average Revenue per User (ARPU): What is ARPU? How do you segment average revenue per user? How do you calculate ARPU? Is there businesses that shouldn't track ARPU?Hear the answer to these questions and more in this week's episode.If you love learning about metrics, you'll love MetricHQ, Klipfolio's online resource for all-things metrics and KPIs: https://www.klipfolio.com/metrics/. Metrics mentioned in this episode:Average Revenue Per User: https://www.klipfolio.com/metrics/saas/average-revenue-per-user Average Revenue Per Account: https://www.klipfolio.com/metrics/saas/average-revenue-per-account Average Basket Size: https://www.klipfolio.com/metrics/marketing/average-basket-size 

In today's episode, Allan and Lauren talk to Lawrence Quan, Head of Revenue Operations at Rewind. Lawrence takes a deep dive on ad impressions: What are ad impressions? What's the difference between ad impressions and ad clicks? Where do ad impressions sit in the funnel? How do you track ad impressions? What other metrics does ad impressions pair well with? Hear the answer to these questions and more in this week's episode.If you love learning about metrics, you'll love MetricHQ, Klipfolio's online resource for all-things metrics and KPIs: https://www.klipfolio.com/metrics/. Metrics mentioned in this episode:Ad Impressions: https://www.klipfolio.com/metrics/marketing/ad-impressions Ad Clicks: https://www.klipfolio.com/metrics/marketing/ad-clicks Reach: https://www.klipfolio.com/metrics/marketing/ad-reach Conversion Rate: https://www.klipfolio.com/metrics/marketing/lead-conversion-rate 

In today's episode, Allan and Lauren talk to Jennifer Batley, Founder of Batley Advisory. Jen answers the questions surrounding Net Promoter Score (NPS): What is NPS? Who should use NPS? How do you calculate NPS? How do you segment your customers for the survey? What is a detractor and what is a promoter? Hear the answer to these questions and more in this week's episode.If you love learning about metrics, you'll love MetricHQ, Klipfolio's online resource for all-things metrics and KPIs: https://www.klipfolio.com/metrics/. Metrics mentioned in this episode:Net Promoter Score: https://www.klipfolio.com/metrics/product-management/net-promotor-score-npsChurn: https://www.klipfolio.com/metrics/saas/logo-churn Retention: https://www.klipfolio.com/metrics/saas/customer-retention-rate 

In today's episode, Allan and Lauren talk to Nnamdi Iregbulem, Partner at Lightspeed Venture Partners. Nnamdi shares his insight on Weighted ACV. What makes it weighted? How do you calculate weighted ACV? When should a company start tracking weighted ACV? Hear the answer to these questions and more in this week's episode.Read Nnamdi's article on Weighted ACV: https://whoisnnamdi.com/weighted-acv/ If you love learning about metrics, you'll love MetricHQ, Klipfolio's online resource for all-things metrics and KPIs: https://www.klipfolio.com/metrics/. Metrics mentioned in this episode:Weighted ACV: https://www.klipfolio.com/metrics/saas/weighted-acv Annual Contract Value (ACV): https://www.klipfolio.com/metrics/finance/average-contract-value Net Revenue Retention Rate: https://www.klipfolio.com/metrics/saas/net-revenue-retention-rate 

In today's episode, Allan and Lauren talk to Pablo Srugo, Principal at Mistral Venture Partners and host of the Product-Market Fit Show. Pablo dives into the Sean Ellis Test metric: what is it? How do you measure it? Who should measure it? Where and how often do you ask the question? Hear the answer to these questions and more in this week's episode.If you love learning about metrics, you'll love MetricHQ, Klipfolio's online resource for all-things metrics and KPIs: https://www.klipfolio.com/metrics/. Metrics mentioned in this episode:Net Promoter Score: https://www.klipfolio.com/metrics/product-management/net-promotor-score-nps Churn: https://www.klipfolio.com/metrics/saas/logo-churn 

In today's episode, Allan and Lauren talk to Jon Taylor, Director of Marketing at Klipfolio. Jon drops his knowledge on marketing qualified leads: Is the MQL dead? How do you define an MQL? Where does the MQL fit into the customer lifecycle? What are the nuances of this metric? Is there anyone who shouldn't track MQLs?Hear the answer to these questions and more in this week's episode.If you love learning about metrics, you'll love MetricHQ, Klipfolio's online resource for all-things metrics and KPIs: https://www.klipfolio.com/metrics/. Check out the Humans of Martech podcast: https://humansofmartech.com/ Metrics mentioned in this episode:Marketing Qualified Leads: https://www.klipfolio.com/metrics/marketing/marketing-qualified-leads Sales Qualified Leads: https://www.klipfolio.com/metrics/sales/sales-qualified-lead-sql Product Qualified Leads: https://www.klipfolio.com/metrics/saas/product-qualified-leads-pql Net Promoter Score: https://www.klipfolio.com/metrics/product-management/net-promotor-score-nps 

In today's episode, Allan and Lauren talk to Andrew Millar, founder of Relogix. As a company that monitors occupancy data, it's easy to see how the sudden shift to remote work changed everything. Tracking occupancy data evolved to using sensors to figure out social distancing and time spent in the office, which then was used in real-time to control cleaning and safety. Hear about the metrics that matter when you have a hardware and a software component to your business and how a sudden change in the way we work can completely change the way a business operates. 

In today's episode, Allan and Lauren talk to Laura McKay, COO of PolicyMe. PolicyMe is on a mission to protect families with honest and uncomplicated life insurance with a DTC product and an ecommerce experience for the next generation of policy purchasers. But how do you overcome the barriers of purchasing life insurance? That's where PolicyMe is changing the game by narrowing in on their target market and adapting their approach to meet people where they are. Hear about the metrics that PolicyMe is using to measure their success and build trust in the way they are approaching a legacy industry. Metrics mentioned in this episode: Conversion Rate: https://www.klipfolio.com/metrics/marketing/customer-conversion-rate Trial to Paid Conversion: https://www.klipfolio.com/metrics/marketing/trial-conversion-rate Revenue: https://www.klipfolio.com/metrics/finance/revenue If you love learning about metrics, you'll love MetricHQ, Klipfolio's online resource for all-things metrics and KPIs: https://www.klipfolio.com/metrics/Subscribe to the Metric Stack newsletter: https://metricstack.substack.com/subscribe 

In today's episode, Allan and Lauren talk to Kyle Braatz, co-founder and CEO of Fullscript, a company on a mission to help people get better.Fullscript rallies around their North Star metric, which is also their driving force: how many people is Fullscript helping get better everyday? And what about the traditional metrics like NRR and LTV:CAC? While they're still important, a metric like revenue is an outcome; a direct result of succeeding at your purpose. Hear Kyle's fresh take on a purpose-driven business and how, on the heels of a $240M USD funding round, Fullscript's rapid growth is taking integrative medicine by storm. Metrics mentioned in this episode: Net revenue retention rate: https://www.klipfolio.com/metrics/saas/net-revenue-retention-rate Customer lifetime value (LTV): https://www.klipfolio.com/metrics/saas/customer-lifetime-value LTV:CAC Ratio: https://www.klipfolio.com/metrics/saas/lifetime-value-to-customer-acquisition-cost-ratio-ltvcac Payback period: https://www.klipfolio.com/metrics/saas/cac-payback-period If you love learning about metrics, you'll love MetricHQ, Klipfolio's online resource for all-things metrics and KPIs: https://www.klipfolio.com/metrics/Subscribe to the Metric Stack newsletter: https://metricstack.substack.com/subscribe 

In today's episode, Allan and Lauren talk to Mike Grouchy, CEO of Ottawa-based SaaS company Pagecloud.Mike shares two ways Pagecloud uses data to do business: approach everything with a hypothesis (Ask yourself: Why are we doing this?) and building a culture of discovery. By combining a hypothesis and curiosity with key metrics—this is where the magic happens. When we ask Mike what succeed with data means to him... well, you'll have to listen in to find out how it relates to flossing your teeth! Metrics mentioned in this episode: Annual Recurring Revenue (ARR): https://www.klipfolio.com/metrics/saas/annual-recurring-revenueMonthly Recurring Revenue (MRR): https://www.klipfolio.com/metrics/saas/monthly-recurring-revenueNet Revenue Retention Rate (NRR): https://www.klipfolio.com/metrics/saas/net-revenue-retention-rateChurn: https://www.klipfolio.com/metrics/saas/logo-churnCustomer Lifetime Value: https://www.klipfolio.com/metrics/saas/customer-lifetime-valueCAC to LTV: https://www.klipfolio.com/metrics/saas/lifetime-value-to-customer-acquisition-cost-ratio-ltvcacTrial to Paid Conversion Rate: https://www.klipfolio.com/metrics/marketing/trial-conversion-rateCustomer Retention Rate: https://www.klipfolio.com/metrics/saas/customer-retention-rateIf you love learning about metrics, you'll love MetricHQ, Klipfolio's online resource for all-things metrics and KPIs: https://www.klipfolio.com/metrics/Subscribe to the Metric Stack newsletter: https://metricstack.substack.com/subscribe 

In today's episode, Allan and Lauren talk to Solon Angel, founder of MindBridge. For Solon, ideas are abundant, but the key is to write it down and let it settle. This process is how some of his biggest entrepreneurial ventures started. Solon shares his unique perspectives on value creation, trusting your data, and how a group of highly committed individuals, like his team at MindBridge, has the potential to change the world. We ask Solon the question we ask every guest: What does succeed with data mean to you?“If you can make data valuable again, if you can make data respected again, and not just enrich it but really make it part of the conversation so it doesn't just become an opinion-fest anymore, you will succeed. Look at companies that really curate but also bring back trust and orient people towards taking actions that are positive, removing biases, that's very powerful.”

Have you ever attended a meeting and thought: “This could have been an email."In today's episode, Allan and Lauren talk to Aydin Mirzaee, co-founder and CEO of Fellow.app, a meeting productivity and team management tool. Fellow isn't Aydin's first business venture. His experience includes a snow shovelling business, a web development company, and a survey company that was acquired by SurveyMonkey in 2014. Aydin shares the lessons he's learned throughout his entrepreneurial journey and how he's built Fellow to be the place where teams gather to have productive meetings, meaningful 1:1s, record decisions, and keep each other accountable. If you're a founder seeking capital or you're leading a team, you won't want to miss the wisdom (and metrics) that Aydin shares. Listen to the very end for Aydin's insight to our most-asked question: What does succeed with data mean to you?Metrics mentioned in today's episodeBurn Multiple: https://www.klipfolio.com/metrics/saas/burn-multiple ARR: https://www.klipfolio.com/metrics/saas/annual-recurring-revenue CAC Payback Period: https://www.klipfolio.com/metrics/saas/cac-payback-period Customer Acquisition Cost: https://www.klipfolio.com/metrics/finance/customer-acquisition-cost Net Promoter Score (NPS): https://www.klipfolio.com/metrics/product-management/net-promotor-score-nps MAU: https://www.klipfolio.com/metrics/saas/monthly-active-users-mau DAU:MAU: https://www.klipfolio.com/metrics/saas/dau-mau-ratio 

In today's episode, Allan and Lauren talk to Allen Lau, co-founder and CEO of Wattpad, the world's largest social storytelling platform. For Allen, data, analytics, and numbers are in his DNA. In the early days of Wattpad, as thousands of writers and hundreds-of-thousands of readers used the platform every day, the impossible task of manually looking at data quickly came to light. Now, with over 90-million monthly active users, Wattpad is prioritizing data using StoryDNA, a machine-learning technology that they developed to analyze billions of data points every day. Hear more from Allen as he shares Wattpad's approach to a data-driven business and how they are using data to empower writers around the world. And as always, he answers the question, “what does succeed with data mean to you?” The 5-step ASSET framework: https://twosmallfish.vc/our-thesis/ If you love learning about metrics, you'll love MetricHQ, Klipfolio's online resource for all-things metrics and KPIs: https://www.klipfolio.com/metrics/ Subscribe to the Metric Stack newsletter: https://metricstack.substack.com/subscribe 

In today's episode, Allan and Lauren talk to Mike Potter, co-founder and CEO of Ottawa-based SaaS company, Rewind. Rewind is a back-up service for SaaS applications to copy critical and important business data into the cloud. Think of it as insurance for your data! What started as an itch to start a side project evolved into a hypothesis: the churn rate on a backup product would be low. Mike dives into the evolution of Rewind—how it started and where it's going—and their explosive growth on the heels of a combined $80M USD in Series A and Series B funding. And, the coveted question that we ask every guest: What does succeed with data mean to you? Metrics mentioned in this episode:Customer Lifetime Value (LTV): https://www.klipfolio.com/metrics/saas/customer-lifetime-value LTV/CAC Ratio: https://www.klipfolio.com/metrics/saas/lifetime-value-to-customer-acquisition-cost-ratio-ltvcacChurn: https://www.klipfolio.com/metrics/saas/logo-churn MRR: https://www.klipfolio.com/metrics/saas/monthly-recurring-revenue NRR: https://www.klipfolio.com/metrics/saas/net-revenue-retention-rate Magic number: https://www.klipfolio.com/metrics/saas/magic-number Rule of 40: https://www.klipfolio.com/metrics/saas/rule-of-40 CAC payback period: https://www.klipfolio.com/metrics/saas/cac-payback-period Total addressable market (TAM): https://www.klipfolio.com/metrics/saas/total-addressable-market If you love learning about metrics, you'll love MetricHQ, Klipfolio's online resource for all-things metrics and KPIs: https://www.klipfolio.com/metrics Subscribe to the Metric Stack newsletter to get new benchmarks, trending metrics content, and tips and tricks to help you level up your analytics delivered to your inbox weekly: https://metricstack.substack.com/subscribe

In today's episode, Allan and Lauren talk to Erin Bury, co-founder and CEO of Willful. Erin shares the catalyst for launching Willful and the journey they are on to de-stigmatize death.  Erin admits that when they started Willful, data wasn't front and centre. It wasn't until their CTO championed clean data and analytics, and shifted Willful's data priorities. Now, Willful has devised the perfect equation: the right people + the right data = a data-driven and metrics-led company that is revolutionizing the way people approach estate planning. And the coveted question that we ask every guest: What does succeed with data mean to you? You won't want to miss what Erin has to say. Metrics mentioned in this episode:Net promoter score: https://www.klipfolio.com/metrics/product-management/net-promotor-score-nps Average order value: https://www.klipfolio.com/metrics/marketing/average-order-value Conversion rate: https://www.klipfolio.com/metrics/marketing/customer-conversion-rateCustomer acquisition cost: https://www.klipfolio.com/metrics/finance/customer-acquisition-cost Customer lifetime value: https://www.klipfolio.com/metrics/saas/customer-lifetime-value If you love learning about metrics, you'll love MetricHQ, Klipfolio's online resource for all-things metrics and KPIs: https://www.klipfolio.com/metrics  Subscribe to the Metric Stack newsletter to get new benchmarks, trending metrics content, and tips and tricks to help you level up your analytics delivered to your inbox weekly: https://metricstack.substack.com/subscribe

The Metric Stack podcast is the place to hear how founders, leaders, marketers, and more succeed with data. Whether you're struggling with data, reluctant to take the leap or maybe you're a seasoned expert with years of experience, you'll hear stories from people like you who have used data to grow and scale their business.