Mastering Marketing Metrics: ARR, CAC, and CRR Explained

Extraordinary Pursuits by BIP Ventures

In this episode of BIP Capital CMO Tammy McQueen joins the VP of Content, Rachelle Kuramoto, for a short discussion about the most important key performance indicators (KPIs) for marketing and sales teams. Learn what to zero in on as you scale, including annual revenue (ARR), customer retention rate (CRR), adoption rates, and customer acquisition costs (CAC). These metrics are crucial for understanding and communicating the financial health of the business, customer loyalty, marketing effectiveness, and budget efficiencies. As expected, they are metrics that matter to investors.

Listen in.

Timestamps:

• 01:16 Key Performance Indicators for Scaling Startups
• 02:16 Measuring Customer Loyalty and Adoption Rates
• 03:14 The Cost of Acquiring New Customers
• 04:08 Understanding the Financial Health of the Business
• 05:07 Communicating Metrics to Investors

Points of Wisdom:

• "The number one metric that any startup and every company is going to be measuring in a SaaS growth or technology enabled business...is how much money you're bringing in every year."

About Tami McQueen:

A builder, founder, and operator, Tami McQueen has sat on both sides of the table at hyper-growth organizations. She brings deeply rooted experience in B2B software and tech-enabled services businesses to her role as Chief Marketing Officer (CMO). Tami has led successful initiatives ranging from go-to-market initiatives to building process-driven, scalable, and repeatable marketing models.

Before joining BIP Ventures in 2021, Tami helped build the community for digital events at SaaStr, the world's largest community of SaaS executives, founders, and entrepreneurs. She made her leap into entrepreneurship as co-founder of 31south, after serving as the first marketing hire at Salesloft, one of the fastest-growing B2B SaaS startups in the U.S. At Salesloft, Tami helped to lead the company through Series A to B fundraising rounds and pioneered the Rainmaker conference.

Tami earned both her M.S. and a B.S. from Murray State University, where she was a four-year NCAA D1 tennis athlete, scholarship recipient, and McNair Scholar. She is a mentor for Techstars, a podcast host, and a speaker at SXSW, and a moderator for SaaStr digital events.

BIP Ventures

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Listen to and watch this episode and other episodes of the Extraordinary Pursuits podcast.