When you’re running a SaaS company, your growth reports are one of the most important tools you have to communicate with your board of directors. These reports aren’t just about numbers—they’re about telling the story of your business, showcasing its health, and guiding decisions for the future.
In fact, SaaS is one of the fastest-growing sectors in the tech world.
With the global SaaS market expected to reach $271 billion by 2026, according to Statista, you need to keep your board updated on how your business is riding this wave of growth.
But here’s the catch: not all metrics are created equal. Your board cares about specific key metrics that show whether your business is on the right track.
In this post, we’re going to explore which SaaS growth metrics matter most, how to present those growth reports effectively, and what tools can help make the process easier for you.
Why Growth Reports Are Critical for SaaS Boards
Let’s face it—boards want results.
They’re interested in how well your business is performing, where it’s headed, and whether you’re on track to achieve long-term goals.
SaaS growth metrics and reports are your way of demonstrating progress, building trust, and, quite frankly, showing value.
1. Demonstrating Progress and Value
When you regularly present growth reports, you’re essentially creating a track record. It’s like keeping a scorecard that lets the board know if the company is winning or losing.
Consistent reporting isn’t just about updating them on the latest numbers; it’s about building their confidence in your leadership.
It reassures the board that you’re in control and understand where the business stands—whether you’re nailing it or need to make course corrections.
Transparency is crucial, especially if you’re aiming for future funding rounds. The board wants to see that you’re aware of both strengths and weaknesses.
Investors are far more likely to support companies that openly share their growth journey, bumps and all.
2. Focusing on Metrics That Matter
One of the biggest mistakes SaaS founders make when presenting growth reports is overwhelming the board with too many numbers.
Yes, you have a ton of data, but your board cares most about a few key metrics that truly reflect the company’s health.
Let me tell you something: I used to think more data was better. If I could just present enough stats, the board would be impressed, right? Not really.
Over time, I learned that focusing on the key SaaS growth metrics that matter—like ARR, MRR, CAC, and churn rate—makes a far bigger impact. Your board will thank you for keeping it simple and to the point.
Key SaaS Growth Metrics to Include in Your Report
Now that you know it’s all about the right numbers, let’s dive into the key metrics your board will want to see.
1. Annual Recurring Revenue (ARR) and Monthly Recurring Revenue (MRR)
If you’re in SaaS, ARR and MRR are your bread and butter.
ARR measures the total recurring revenue your business generates annually, while MRR focuses on a monthly time frame.
These two metrics are critical for showing predictable revenue streams, which are the backbone of any SaaS business.
Why does this matter? Predictable revenue lets your board plan for the future with more confidence. If your ARR is growing, your business is moving in the right direction.
For instance, if you’re seeing a 20% year-over-year increase in ARR, that’s a sign of solid growth. Your board will want to know if your ARR is climbing steadily or if there are dips that need addressing.
2. Churn Rate and Retention Metrics
Ah, churn—the nemesis of SaaS businesses. Churn rate measures the percentage of customers who leave your service over a given period. If your churn rate is high, it can severely impact your growth, no matter how many new customers you’re bringing in.
You’ll also want to talk about customer retention metrics, like Net Dollar Retention (NDR), which shows how much revenue you’re keeping from your existing customers.
SaaS companies with high NDR (over 100%) are growing even before acquiring new customers.
Take Zoom, for example—it achieved an impressive 130% NDR during its massive growth surge. That’s what boards like to hear: you’re not just acquiring customers, you’re retaining and growing them.
#TCCRecommends: Customer Retention Strategies You’d Want to Adopt
3. Customer Acquisition Cost (CAC) and Lifetime Value (LTV)
Customer Acquisition Cost (CAC) is a biggie. It tells the board how much you’re spending to bring in a new customer. If your CAC is creeping up without a corresponding increase in revenue, that’s a red flag.
To balance this out, you’ll also want to talk about Lifetime Value (LTV)—how much revenue a customer generates over their entire time with your company.
A good rule of thumb is to aim for an LTV to CAC ratio of 3:1. That means for every dollar you spend acquiring a customer, you should make three dollars in return.
Let’s say your CAC is $1,000, and your LTV is $3,500. That’s a solid ratio, and it shows your board that your marketing efforts are efficient and your customer base is valuable.
Tips for Presenting SaaS Growth Reports to Your Board
Now that you know what SaaS growth metrics to focus on, let’s talk about how to present them in a way that keeps your board engaged and confident in your leadership.
1. Keep the Presentation Focused
Here’s a pro tip: less is more.
You might be tempted to dive deep into every detail of your data, but the truth is, your board doesn’t need all of that. They want the highlights—the big picture metrics that tell the story of how your business is performing.
I once made the mistake of giving too much information in a board meeting. I went through every single metric and slide. You could see their eyes glazing over. 🥹
Now, I stick to the most impactful numbers and let the visuals—like graphs and dashboards—do the talking.
2. Provide Context and Narratives
Numbers are important, but they need a narrative.
Think of yourself as a storyteller—someone who can connect the dots between the metrics and what’s happening in your business.
Are you seeing an uptick in churn? Tie that to a recent product change or customer support issue. Did you increase your ARR? Explain how a new marketing campaign or sales initiative contributed to that.
When you can provide context, your board will have a much better understanding of how the metrics relate to your overall strategy.
3. Be Prepared for Tough Questions
Every board meeting has that moment—the tough questions.
Why did churn go up last quarter? Why is CAC higher than expected? These are the questions that test your preparation, and trust me, they’re coming.
The key is to be ready with data-backed responses. If churn spiked because of a particular issue, explain what happened and, more importantly, what you’re doing to fix it.
Your board isn’t expecting perfection, but they do want to know that you have a handle on the situation.
Tools for Creating Effective SaaS Growth Reports
You don’t need to manually compile these reports every month.
The good news? There are plenty of tools that can help you streamline the process.
1. Automated Reporting Tools
Using automated SaaS reporting tools like ChartMogul, Baremetrics, or ProfitWell can save you a lot of time.
These platforms automatically pull data from your billing systems and create reports on key metrics like MRR, churn, and LTV. Plus, they allow for real-time tracking, so you can always have the latest data at your fingertips.
When I switched to using ChartMogul, it was a game-changer. No more fiddling with spreadsheets—just clear, accurate reports that I could easily present to the board.
2. Data Visualization Platforms
Let’s talk visuals.
Tools like Tableau or Power BI are fantastic for turning data into something your board can easily digest. Instead of presenting rows of numbers, you can use charts, graphs, and dashboards to tell a more compelling story.
A well-placed chart showing MRR growth over the past year can have far more impact than a slide full of text.
Your board is much more likely to remember key insights when they’re presented visually.
Did you know, conducting regular performance audits can make these board reports a smoother experience? And you know where to come for that – The Agency Auditor.
Conclusion
In SaaS, growth reports are essential for keeping your board up to date and showing them the path ahead.
Focus on the metrics that matter—ARR, MRR, churn, CAC, and LTV—and present them in a way that tells a clear story.
Don’t forget to leverage tools that can automate the process and provide clear visuals.
Remember, SaaS growth metrics aren’t just about numbers—they’re about building trust, showcasing value, and steering your SaaS brand toward success.