
RV172 - GTM Bloat and Financial Metrics in B2B SaaS Companies | Go To Market Live Episode 14
GTM Live
Sales and Marketing Efficiency Analysis
Analyzing the percentage of sales and marketing expenses as a ratio of net new ARR provides insights into a company's efficiency. Companies with a high percentage, such as 34% spending on average, and 574% of net new ARR, have a 5.7 year CAC payback period, which is deemed unacceptable for sustainable growth. Comparatively, top-performing SaaS companies spending 50% on sales and marketing have a CAC payback period of less than two years, primarily driven by strong brand presence and organic acquisitions.
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