SaaStr Annual 2024: Data-Driven Dominance: A Six-Step Blueprint for Exponential Growth with Zeni

Discover strategies for maintaining data integrity as you scale and and forecasting on metrics that truly matter. This session will provide strategies for using data to streamline operations and improve efficiency, ensuring that growth does not compromise your data-driven foundation. Discover the difference between vanity and value metrics, and gain insights into how to identify and focus on actionable data that drives real results. Attendees will leave with a clear framework for turning raw data into meaningful business intelligence, enabling smarter, more impactful decision-making and sustained growth.

1. Data-Driven Dominance: A Blueprint for Exponential Growth Ben Ashworth VP of Marketing Leena Swar Sr. Director of Finance Data-Driven Dominance: A Blueprint for Exponential Growth

2. 3 Steps to Taking Control of Your Growth Using Data 2 01 MEASURE & ANALYZE 03 IMPLEMENT & LEARN 02 STRATEGIZE & DESIGN

3. You can’t optimize what you can’t measure. 3 01 MEASURE & ANALYZE

4. New Leads MQLs SQLs SQOs Closed Won Opps Lead Conversion % Opportunity Conversion % SQL Conversion % Won Opp. Conversion % Conversion %s Cost Pers Cost Per MQL (CPL) Cost Per Opportunity Cost Per SQL Cost Per Closed Won Opportunity (CWO) Counts Count of Leads Count of MQLs Count of SQLs Count of SQOs Count of Closed Won Opportunities 01 MEASURE & ANALYZE Define and Measure Your Growth Funnel

5. Growth Retention Sales Efficiency Margins Capital Efficiency New Bookings Expansion Bookings Gross Dollar Retention, Logo Retention LTV: CAC, Magic Number CAC Payback Gross Margins, Revenue Mix Burn Multiple 5 01 MEASURE & ANALYZE Additional Key SaaS Business Metrics

6. 3000 OPPORTUNITIES 600 NEW CUSTOMERS 5000 QUALIFIED LEADS 60% QUALIFIED 20% CLOSED 2.25 Sales Efficiency 3 :1 LTV:CAC 6.7 Months CAC Payback Cost Per Lead: $300 01 MEASURE & ANALYZE Bringing the Funnel and Core SaaS Metrics Together Cost Per Opp: $500 CAC: $2,500 75% Gross Margin ARPU $500 $7,500 LTV Churn 5%

7. Gross Margin, CAC Payback, LTV to CAC, NRR, Magic Number, Rule of 40 Value Metrics MQLs, SQLs, MRR* and ARR* Vanity Metrics *Sometimes MRR and ARR doesn’t mean cas in the bank 7 01 MEASURE & ANALYZE Vanity vs. Value Metrics Before you analyze… Make sure you’re looking at the right metrics

8. 8 After the data reveals clear business opportunities, you transform this insight into actionable strategies. 02 STRATEGIZE & DESIGN

9. Every business goes through a lifecycle. It is pertinent to introduce the testing methodology mindset to drive a growth lifecycle. 9 02 STRATEGIZE & DESIGN

10. 10 INTRODUCTION GROWTH MATURITY DECLINE ESTABLISH THE RIGHT DATA POINTS AS BASELINE GROWTH PHASE 2 02 STRATEGIZE & DESIGN The Growth Lifecycle

11. Pinpoint all of the steps involved to make it happen Figure which departments need to be involved Determine how you’re going to keep track of progress 02 STRATEGIZE & DESIGN Design an actionable plan with your team

12. 12 Equip the team to effectively implement and scale growth strategies across the organization with OKRs. Foster a culture of learning by sharing outcomes openly. What are our wins, losses, opportunities? 03 IMPLEMENT & LEARN

13. Share the overarching goal with each department Get people excited about this!!! Have them work with you to translate metrics into tailored OKRs (Objectives and Key Results) for their department Empower them to take a proactive approach 13 03 IMPLEMENT & LEARN Establishing Objectives and Key Results (OKRs)

14. Share updates with the entire company regularly! This includes wins, losses, and opportunities 14 03 IMPLEMENT & LEARN

15. 03 IMPLEMENT & LEARN Blurred Lines to Clear Gains - Case Study Company Z had conflating data between B2B and B2C revenue streams. 1 Separating the data revealed their B2B products having the healthiest revenue growth. 2 Reallocated resources from their B2C products to their B2B product introduced a new growth lifecycle. 3 Revenue increased by 110% over 15 months with this data driven decision. 4

16. 16 Key Takeaways You can’t optimize what you can’t measure. Understand the valuable metrics for your business (vanity vs value) You can’t take control of your growth if you don’t share the learnings from the data.

17. Booth #216

18. UP NEXT: Actions to Take Now to Unlock and Accelerate your AI Strategy Kevin Kiley President Airia