Marketing budget and productivity benchmarks are hard to find, so when Dave "CAC" Kellogg and Ray "Growth" Rike first saw the ICONIQ Growth Marketing Budget and Productivity Report - they knew it was a great topic for this episode of SaaS Talk with the Metrics Brothers.

During today's episode, Dave and Ray discuss several critical Marketing Planning, Budget, and Productivity benchmarks including:

• Marketing budget as a percentage of Revenue
• On-line versus off-line spend
• Program vs People budget allocation
• Online Marketing spend by channel
• Off-line Marketing spend by program
• Outsourcing and Agency spend by program type
• Marketing efficiency benchmarks
• Pipeline contribution sources

If you are a B2B SaaS Chief Marketing Officer, Chief Financial Officer or CEO, this episode is chalked full of great data, insights and ideas for 2025 and beyond...

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ServiceTitan, a vertical SaaS company for the trades recently filed their S-1 and went public on December 12, 2024. Dave "CAC" Kellogg and Ray "Growth" Rike discuss many details regarding the S-1 including the basic enterprise value creating performance metrics and some very interesting aspects of the IPO structure.

During this episode, Dave and Ray discuss several aspects of the S-1 and IPO measured against industry benchmarks including:

• ARR Growth Rate
• Rule of 40
• Net Dollar Retention Rate
• CAC Payback Period
• Gross Margin
• S&M as a percentage of revenue
• R&D as a percentage of revenue
• ARR per FTE
• Revenue breakdown by category (Subscription, Gross Transaction Value, Services)
• Down round from last rounds of funding as a private company
• Compounding IPO Ratchet
• Different classes of stock and voting rights

One of the sources of information used for this episode was the Meritech Capital S-1 breakdown which can be read here.

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KeyBanc Capital Markets in partnership with Sapphire Ventures recently published their 2024 SaaS Metrics Benchmark report. During today's episode, Dave "CAC" Kellogg and Ray "Growth" Rike dive into this years highlights including:

• Growth Rates
• Net and Gross Revenue Retention
• Rule of 40
• Go-to-Market Organization Ratios
• Marketing Strategies and Productivity
• Human Capital Efficiency
• Valuation Multiples - By Growth Rate

If you are a SaaS executive, employee or investor this episode is a great listen!

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