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ARR is annualized recurring revenue; MRR is the same book on a monthly basis. ARR = MRR × 12. Formulas, the five-movement waterfall, what never counts, and when operators should lead with each.
The SaaS Magic Number is annualized net new recurring revenue divided by prior-period S&M. Benchmarkit's 2026 private median is 1.37; Leckie's floor is still 0.75. Formula, bands, and a 30-day test.
Product-market fit is when a defined market pulls your product out of the team. The 40% disappointment test, 2026 failure data, and the signals that tell you not to scale yet.
A sales funnel is the path from first awareness to a closed deal, plus the conversion rates between stages. Salesforce treats it as the buyer's journey; a pipeline is the seller's work. Median visitor-to-lead sits near 1.8%; Forrester's lead-centric waterfall closes under 1%.
An MQL is marketing's bet that a contact is worth a sales conversation. An SQL is sales confirming fit and intent, usually on a live call. Median MQL-to-SQL sits near 13%; Forrester's lead-centric waterfall closes under 1%.
SaaS LTV is gross-margin ARPA divided by churn. Benchmarkit's 2026 median CLTV:CAC is 4.1x; top quartile is 7.8x. The 3:1 rule is the floor, not the target.
NRR is existing-customer ARR after expansion, contraction, and churn. Benchmarkit's 2026 private median is 102%; top quartile is 110%. Usage-based prints 108%, seat-based 98%.
The Rule of 40 is growth rate plus profit margin. The 2026 bar is still 40%. Benchmarkit's private SaaS median is 25%; top quartile is 43%. It starts to matter around $20M ARR.
There is no single good SaaS churn rate. ChartMogul's median monthly logo churn is 6.5% below $300K ARR and 3.1% at $8–15M. Recurly's SaaS median is 3.22% annual. Benchmarkit GRR sits at 84%.
Account-based marketing treats a named list of companies as the market, not a funnel of leads. The definition, 1:1 / 1:few / 1:many tiers, 2026 metrics, and a 30-day test.
Demand generation creates preference among buyers who are not in-market yet. Lead generation captures contact details from the ones who already are. The 95-5 split, the metrics, and a 30-day mix test.
Product-led growth is a GTM motion where the product drives acquisition, conversion, and expansion. When it beats sales-led, the metrics, and a 30-day test.