productx2014 oren raboy.totango

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Metrics that Matter in SaaS Oren Raboy, Totango

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Page 1: ProductX2014 Oren raboy.totango

Metrics that Matter in SaaS

Oren Raboy, Totango

Page 2: ProductX2014 Oren raboy.totango

1999

2007

2010

Customer Success Software

Oren RaboyStartups Ω Products Ω Cooking

2004

Page 3: ProductX2014 Oren raboy.totango

WHY metrics matter

for

SaaS product management?

Page 4: ProductX2014 Oren raboy.totango

Build

MeasureLearn

RAPID PRODUCT ITERATION

Page 5: ProductX2014 Oren raboy.totango

DEFINE YOUR ROADMAP

Q1’2014 Q2’2014 Q3’2014 Q4’2014

Page 6: ProductX2014 Oren raboy.totango

ELIMINATE HiPPO

Page 7: ProductX2014 Oren raboy.totango

… AND

keep product execution focused…

keep the team honest about progress being made…

create excitement and follow-up…

Page 8: ProductX2014 Oren raboy.totango

WHICHmetrics

are important for

my product?

Page 9: ProductX2014 Oren raboy.totango

MEASURE ACROSS THE CUSTOMER LIFECYCLE

Adoption

Enable the customer

Acquisition

Create the customer

Retention

Keep the customer

Page 10: ProductX2014 Oren raboy.totango

CLASSES OF METRICS

Business Performance

• Measure the performance of your business model

• Align resources to tackle key issues for business growth

• For board meetings and strategy sessions

• PM: Define product roadmap

Engagement

• Measure the behaviors of your customers

• Identify areas for improvements

• For product planning & design sessions

• PM: Prioritize, scope, define features

Page 11: ProductX2014 Oren raboy.totango

Acquisition

New-signups

o New visitors

o Watched intro video

o Signup form

Adoption

Number-Activatedfollowed 3+ people

o Setup profile

o Followed

o Tweeted

Retention

Monthly-uniquesreturning users after 30days

o Native app users

o Mobile users

o Tweets/day

o Followers/user

EXAMPLE I Twitter

Page 12: ProductX2014 Oren raboy.totango

EXAMPLE II

Acquisition

New Customers

New Revenue

o Registered users

o Product tour

completions

Adoption

30day onboarding% customers activated 30-days

after contract is signed

o Data upload

o Test campaigns

o Invite team

Retention

Churn% of cancellations from

contracts up for renewal

o Using lead scoring

o Using shared calendar

o Lead DB size

o Campaigns

Marketing automation software

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TIPSon

managing metrics

Page 14: ProductX2014 Oren raboy.totango

USE TOOLS

re:dash

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START SIMPLE

SQL

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DIMENSIONS, TRENDS & COHORTS

# % $

• Real time

• Daily

• Weekly

• ...

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READ MORE…

Dave Mclure – AARRR Metrics for startupshttp://www.slideshare.net/dmc500hats/startup-metrics-for-pirates-long-version

David Skok – SaaS Metrics 2.0http://www.forentrepreneurs.com/saas-metrics-2/

Christoph Janz – A Dashboard for SaaS startuphttp://blog.totango.com/2013/12/guest-blog-a-kpi-dashboard-for-early-stage-saas-startups/

Alistair Croll - Lean Analytics (Google Ventures)https://www.gv.com/lib/lean-analytics

Page 18: ProductX2014 Oren raboy.totango

THANKS!

/Oren

• Analytics by Wilson Joseph

• Hippopotamus by Cecilia Morales

• Map Marker by Naomi Atkinson

• Campaign by Paul Souders

• Target Market by Simple Icons

Icons from The Noun Project:

Page 19: ProductX2014 Oren raboy.totango