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   Something fun for you at the end of this Roundup.
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   ‌ ‌ ‌
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                    SaaS Roundup #372
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                    Hi there,
                   </p>
                   <p style="margin:0;margin-bottom:24px">
                    At the start of this month, a lot of us were at SaaStr Europa. It was great and the whole team had a lot of fun. But did we have a positive ROI from the event? How do you even measure it?
                    <a rel="noopener" style="text-decoration: underline; color: #007c89;" target="_blank">
                     Here is our take
                    </a>
                    .
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                    <span style="background-color: transparent;">
                     Happy reading
                    </span>
                    ,
                    <br/>
                    <strong>
                     Sid @ ChartMogul
                    </strong>
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                    P.S. Something fun for you at the end of this Roundup.
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                    New from ChartMogul.
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                     <a rel="noopener" style="text-decoration: none; color: #1c79ed;" target="_blank">
                      <span style="font-size:20px;">
                       The SaaS Event Strategy For In-Person Events
                      </span>
                     </a>
                    </p>
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                    <p style="margin:0;font-size:14px;mso-line-height-alt:23.400000000000002px;letter-spacing:normal">
                     <span style="color:#999999;font-size:13px;">
                      Bianca Wilk
                      <br/>
                      <br/>
                     </span>
                    </p>
                    <p style="margin:0;font-size:14px;mso-line-height-alt:25.2px;letter-spacing:normal">
                     The decision to sponsor a conference is not easy. A sponsorship is a huge time and financial investment. In this post, we share our approach to sponsoring in-person events, in particular, how we measure ROI and the overall success of event sponsorships.
                    </p>
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                    "We measure success at events by looking at how many existing customers we met, how many customer meetings we were able to book for our account manager, and how much feedback we received and can pass on to the product team."
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                       Read More
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                   <strong>
                    Our top SaaS reads.
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                      Industry
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                       The P9 Guide to Cohort Analysis
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                      <span style="font-size:13px;">
                       Christoph Janz, Point Nine Capital
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                    </p>
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                    </p>
                    <p style="margin:0;mso-line-height-alt:25.2px">
                     <span style="font-size:14px;">
                      Here is a comprehensive guide to cohort analysis on how to create, visualize and read cohorts to understand user behavior, retention, churn, and revenue over time. Comes with a template and calculators!
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                    "The most important thing you’ll typically look for is if retention (customer or revenue retention) is improving over the customer lifetime? To determine this, you start on the left side and move horizontally to the right to see if your churn rate decreases."
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                      Go-to-Market
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                       How to Read Income Statements — Software Edition
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                       Only CFO
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                     The income statement is a window into the performance of a company over a specific period of time. Every investor, company leader, and aspiring leader should understand how to read an income statement. Here is an article to help you do that.
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	   margin-right:5px;
       ">
                    "The operating expense section of a SaaS company’s income statement almost always has the following categories: i) Sales and marketing (S&amp;M), ii) Research and development (R&amp;D), and iii) General &amp; administrative (G&amp;A)."
                   </div>
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                    <span style="padding-left:7px;padding-right:7px;font-size:14px;display:inline-block;letter-spacing:normal;">
                     <span style="word-break: break-word; line-height: 28px;">
                      Growth
                     </span>
                    </span>
                   </div>
                   <!--[if mso]></center></v:textbox></v:roundrect><![endif]-->
                  </div>
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                  <div style="font-family:Arial,sans-serif">
                   <div class="" style="font-size:14px;font-family:'Helvetica Neue',Helvetica,Arial,sans-serif;mso-line-height-alt:25.2px;color:#202020;line-height:1.8">
                    <p style="margin:0;font-size:14px;mso-line-height-alt:32.4px">
                     <span style="font-size:18px;">
                      <a rel="noopener" style="text-decoration: none; color: #1c79ed;" target="_blank">
                       SaaS Metrics 2.0: The Case For Next Era Metrics Playbook
                      </a>
                      <a rel="noopener" style="text-decoration: none; color: #1c79ed;" target="_blank">
                      </a>
                     </span>
                    </p>
                    <p style="margin:0;mso-line-height-alt:32.4px">
                     <span style="color:#999999;">
                      <span style="font-size:13px;">
                       Kyle Poyar, Openview Partners
                      </span>
                     </span>
                    </p>
                    <p style="margin:0;mso-line-height-alt:25.2px">
                    </p>
                    <p style="margin:0;mso-line-height-alt:23.400000000000002px">
                     The traditional SaaS metrics playbook can be extremely misleading when it comes to managing a PLG, vertical SaaS, or usage-based software business. Here is a case on why it is time to move on and look at a new set of metrics.
                    </p>
                   </div>
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       background-color:#ebeaec;
       padding:15px;
       text-align:left;
       margin-bottom:30px;
       margin-left:5px;
	   margin-right:5px;
       ">
                    "CAC payback assumes products grow via sales &amp; marketing. In a PLG model, products drive acquisition, conversion, and expansion. Atlassian, for example, spends 50% (!) of revenue on R&amp;D and only 20% on sales &amp; marketing."
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                  <h1 style="margin:0;color:#000;direction:ltr;font-family:'Helvetica Neue',Helvetica,Arial,sans-serif;font-size:26px;font-weight:700;letter-spacing:normal;line-height:120%;text-align:center;margin-top:0;margin-bottom:0">
                   <strong>
                    Chart of the week.
                   </strong>
                  </h1>
                 </td>
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                 <td class="pad" style="padding-bottom:10px;padding-left:5px;padding-right:5px;padding-top:10px">
                  <div style="font-family:Arial,sans-serif">
                   <div class="" style="font-size:14px;font-family:'Helvetica Neue',Helvetica,Arial,sans-serif;mso-line-height-alt:25.2px;color:#202020;line-height:1.8">
                    <p style="margin:0;font-size:14px;mso-line-height-alt:25.2px">
                     <span style="font-size:14px;">
                      <span style="font-size:14px;">
                       <strong style="font-family:'Helvetica Neue',Helvetica,Arial,sans-serif;font-family:'Helvetica Neue',Helvetica,Arial,sans-serif;font-size:14px">
                        SaaS Metrics &amp; Benchmarks for Sales Leaders.
                       </strong>
                       <span style="font-size:14px;">
                        Here is a consolidated list of metrics and benchmarks that should be on the radar for any sales leaders with &lt;$10m ARR. My favourites are the win rate, retention rate, and CAC payback period.
                       </span>
                      </span>
                     </span>
                    </p>
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                    <p style="margin:0;font-size:14px;mso-line-height-alt:16.8px">
                     Source:
                     <a rel="noopener" style="text-decoration: underline; color: #007c89;" target="_blank">
                      Insight Partners
                     </a>
                    </p>
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                   <strong>
                    Something fun.
                   </strong>
                  </h1>
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