In the Land phase, we’re keeping track of prospects as they evaluate the product and make the decision to buy. How many prospects are in evaluations? What % and how much $ are won? What is the overall #, %, and $ of deals closed?

While wins are important in the short term, it’s important to look at numbers related to your long term growth. What is the upsell capacity? Do your customers fit the Ideal Customer Profile? Without ICP fit and upsell capacity, there will be problems retaining SaaS customers down the road. Here are the key lead & land metrics:

• Customer Acquisition Cost (CAC). How much do you spend on sales and marketing to win one new customer?
• New Logo ARR Efficiency. Out of all the revenue from your new customers, how much of that was spent on sales and marketing? In other words, how hard do you have to work to win a new dollar of revenue?

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