Building a successful SaaS channel can mean the difference between success or failure of your company. A great example of finding channel success out of multiple mergers and acquisitions is Recovery as a Service company, Axcient. 

In this episode, Angus Robertson, Axcient’s Chief Revenue Officer and Vice-Chair of the CompTIA Business Applications Advisory Council, shares how they consolidated multiple strategies into a winning strategy of going 100% through MSPs.  Angus tells how Axcient redeveloped and executed their SaaS channel strategy to create a friction-less experience for partners and customers. And he shares the key performance indicators he uses to measure their SaaS channel success. 

Four Key Performance Indicators (KPIs) of a successful SaaS channel strategy are the LTV to CAC ratio, demand waterfall, sales velocity, and net promoter score.

LTV to CAC compares the Lifetime Value of your customers to your Customer Acquisition Cost. Investors look at this ratio to see if you have product market fit and how smart you are with your marketing spend. 

The Demand Waterfall is your sales funnel that traces a buyer from inquiry to close. It looks at both the quantity of leads that you can bring in and the quality of those leads.

Sales velocity looks at how quickly leads are moving through your pipeline and how much value new customers are providing.  It’s a key sales measurement as it tells you how quickly you are making money.

NPS, or Net Promoter Score is used to measure customer satisfaction and loyalty. It also measures your ability to create advocates or champions in your customer base or in your channel.

The key measure at the end of the day is our ability to provide that experience and that satisfaction that creates customer and partner advocates.
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If you're measuring churn, it's important, but it's really looking in the rear-view mirror. What you ought to be looking at are forward indicators of churn like your NPS.
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