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Pacific Crest SaaS Survey

Pacific Crest SaaS Survey is a tier 1 source on AskedWell — Peer-reviewed / governmental / scientific. Highest institutional trust. It's cited in 3 cooking, fermentation, and baking answers. Click any answer below to read the cited claim in context.

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  1. what is… · business

    What is annual recurring revenue (ARR)?

    ARR is the annualized value of all active subscription contracts at a point in time. Simply: MRR × 12. ARR is the standard SaaS valuation metric at scale ($1M+ ARR companies report ARR; below that, MRR is more useful). Public SaaS typically values at 5-15× ARR depending on growth rate + retention.

    Why we cite it here: Long-running enterprise SaaS benchmark study; ARR multiples + growth rate correlation

  2. what is… · business

    What is customer lifetime value (LTV)?

    LTV (Lifetime Value, sometimes CLV) is the total profit one customer generates over their entire relationship with you. Formula: ARPU × Average Customer Lifetime × Gross Margin. For healthy SaaS, LTV should be ≥3× CAC. Best-in-class: ≥5×. Most founders overstate LTV by 2-5× using revenue not gross profit.

    Why we cite it here: Annual private-SaaS LTV + retention benchmarks across thousands of companies

  3. what is… · business

    What is churn rate?

    Churn rate is the % of customers (or revenue) you LOSE in a given period. Customer churn = customers lost / customers at period start. Revenue churn = MRR lost / MRR at period start. For SaaS, healthy monthly churn is <3% (SMB) or <1% (enterprise). High churn destroys LTV multiplicatively.

    Why we cite it here: Annual private-SaaS churn data + NRR benchmarks

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