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Benchmarking Your Company- The Why & How

Benchmarking Your Company- The Why & How. August 15 , 2019 11am-12 noon PST|2-3pm EST A SaaS Conversation with Eric Mersch , CFO, FLG Partners. www.opexengine.com. Housekeeping.

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Benchmarking Your Company- The Why & How

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  1. Benchmarking Your Company- The Why & How August 15, 2019 11am-12noon PST|2-3pm EST A SaaS Conversation with Eric Mersch,CFO, FLG Partners www.opexengine.com

  2. www.opexengine.com Housekeeping All phones on mute, if you hear an echo, try dialing in on a landline and make sure that the sound on your computer is turned off You can send questions in chat to the moderator; we’ll take questions throughout and have Q&A at the end of the discussion Follow up discussion and questions thru the SaaS Q&A at www.opexengine.com

  3. www.opexengine.com Benchmark Data, Content & Community • Dedicated, proprietary benchmarking platform for Software & SaaS • 3rd party, independent benchmarking • 10 year longitudinal database • Founded 2007 • Hundreds of private and public Software & SaaS GROWTH STAGE EARLY STAGE ENTERPRISE

  4. Welcome to SaaS Conversations Eric Mersch, CFO, FLG Partners Eric joined FLG in 2018. He has nearly 20 years of executive finance experience, including twice serving in public company Chief Financial Officer roles. Currently, he serves as Chief Financial Officer for Percolate, an Enterprise SaaS company delivering a Content Marketing Platform. Lauren Kelley, Founder & CEO OPEXEngine Lauren Kelley is the founder of OPEXEngine. She founded OPEXEngine to solve the problem that high tech companies lack good quality benchmarks from an independent provider — especially operational benchmarks — to reduce risk and improve efficiency and growth. www.opexengine.com

  5. Quick Assessment Strategies for New CFOs Initial information gather by a new CFO reveals: • company’s ability to track performance and operations • adherence to industry standard definitions • quality of reporting (sophistication, data-driven) • how high level metrics compare to benchmarks www.opexengine.com

  6. Metric Definitions Need to be Industry Standard to have meaning… • Cost of Revenue/Goods • Bookings, Billings, CARR • Customer Acquisition Cost (CAC) • range of definitions • non-standard Customer “Success” • recurring, variable, easy to misdefine • “juicing” numbers • who’s defining the numerator and denominator? • Are you including “Freemium”? www.opexengine.com

  7. Digging Into Growth Performance Sales Expense & Headcount • compared to benchmarks Marketing Expense & Headcount • compared to benchmarks Customer Acquisition Cost • compared to benchmarks www.opexengine.com

  8. Benchmarks Set Context in Budgets CFOs use Benchmark analysis to: • Inform the annual and bi-annual budgeting process • Communicate the context of the numbers with the Management Team and Board • Set expectations on what the targets for performance and expenses should be • Help build collaboration among the Management team by seeing resource allocation benchmarks www.opexengine.com

  9. Audience Questions • The board thinks we should spend more in Sales because our revenue growth isn’t high enough, but we are a transactional business, more like B-2-C and maybe should be spending more in Marketing. How can I use benchmarks to improve this discussion? • How much time does it take to fill out the benchmarking? • We sell healthcare management apps. I’m looking for benchmarks for peers in my space? • How many companies participate in the benchmarking? www.opexengine.com

  10. Audience Questions Cont. • We are transitioning from a perpetual model to SaaS, do you have benchmarks for companies like ours? • Does OPEXEngine just have data for highly funded, fast growth companies? • What kind of filters do you have; how do I get benchmarks for companies with similar business models to ours? • Does adding benchmark numbers give me credibility with my board? www.opexengine.com

  11. An Independent SaaS Benchmarking Community BenchmarkEngine™ analytics platform Monthly SaaS Finance Webinars, Bi-Annual SaaS Finance Meet-Ups • Network • Discuss with SaaS Finance peers • Get answers to questions • Share best practices 2019 informational surveys • 2019 SaaS Sales Planning Survey – report in Q2 • Employee productivity, hiring and retention costs and practices – report in Q4 Contact us at info@opexengine.com www.opexengine.com

  12. 617-674-4218Waltham, MA We deliver actionable benchmark analytics for Cloud, SaaS and software companies to increase operational efficiency and growth lauren@opexengine.com www.opexengine.com

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