SaaS Metrics School

Ben Murray
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Ben Murray brings you actionable SaaS metrics lessons that he has learned through years of being in the SaaS CFO trenches. Whether you are new to SaaS or a SaaS veteran, learn the latest SaaS and AI metrics, finance, and accounting tactics that drive financial transparency and improved decision-making. Ben’s SaaS metrics blog consistently rates a 70+ NPS, and his templates have been downloaded over 100,000 times. There is always something to learn about SaaS and AI metrics.

  1. 3D AGO

    Moving Beyond Spreadsheets to Calculate Your SaaS Metrics

    Calculating SaaS metrics sounds straightforward—until you actually try to do it. In episode #353, Ben Murray breaks down why SaaS metrics are so difficult to calculate at scale, why spreadsheets eventually break, and what it really takes to produce CFO-grade metrics that stand up in the Boardroom and in due diligence. Drawing on insights from the 7th Annual SaaS Tech Stack Survey, Ben explains why 58% of companies still rely on spreadsheets and highlights the growing mix of tools aimed at solving the SaaS metrics challenge. At the core of the issue? SaaS metrics require clean, structured data from four distinct systems—and most companies don’t have that foundation in place. Resources Mentioned 7th Annual SaaS Tech Stack Survey: https://mailchi.mp/thesaascfo.com/its-here-the-2026-saas-finance-ops-tech-stack-report Waitlist for Ben's SaaS Metrics app: https://docs.google.com/forms/d/e/1FAIpQLSeMMKm1N6g0PifGBNhFacivqA-lqePH9id93dCGKxNeBOWbFw/viewform?usp=dialog SaaS Metrics Foundation Course with App: https://www.thesaasacademy.com/the-saas-metrics-foundation What You’ll Learn The four key SaaS finance data sources required to calculate accurate metrics Why SaaS metrics are difficult to automate (and why most companies struggle) Why spreadsheets are the default starting point—and why they don’t scale The most common tools companies use today to calculate SaaS metrics Why understanding the manual process is critical before implementing software What “CFO-grade SaaS metrics” actually means Why It Matters Without structured financial data, your metrics won’t stand up to board or investor scrutiny Disconnected systems create inconsistencies that undermine trust in your numbers Spreadsheet-based processes break as transaction volume and complexity grow Accurate SaaS metrics require integrating financial, bookings, HR, and customer revenue data If your data foundation isn’t solid, automation tools won’t fix the problem

    5 min

  2. FEB 6

    Stripe, MRR, and the Retention Metrics Nobody Warned You About

    In episode #352 of SaaS Metrics School, Ben explains why SaaS and AI founders need to get control of their Stripe data early — before transaction volume and product complexity make it unmanageable. Drawing on years of fractional CFO experience, he explains how messy Stripe data can undermine revenue accuracy, MRR schedules, retention metrics, and due diligence readiness if the data flow isn’t clearly mapped from day one. Resources Mentioned Ben’s 7th Annual Tech Stack Report: https://www.thesaascfo.com/surveys/finance-accounting-tech-stack-survey/ What You’ll Learn Why Stripe data becomes difficult to manage as transaction volume grows How Stripe feeds into revenue reporting, MRR schedules, and retention metrics What a “revenue by customer by month” (customer cube) actually requires How multiple product IDs and revenue types complicate Stripe reporting Why mapping payment, fee, and revenue flows early saves major cleanup later The role Stripe data plays in due diligence and investor scrutiny Why It Matters Stripe is often the source of truth for self-serve and PLG revenue Poorly mapped Stripe data makes MRR waterfalls and retention metrics unreliable Due diligence requires defensible revenue-by-customer schedules Fixing Stripe data problems later is far more expensive and time-consuming Clean Stripe flows enable accurate forecasting and financial clarity as you scale

    3 min

  3. FEB 3

    The Difference Between Bookings, Invoices, and Revenue

    In episode #351 of SaaS Metrics School, Ben breaks down one of the most misunderstood areas of SaaS finance: the difference between bookings, invoices, and revenue. Using the SaaS revenue cycle as a framework, he explains how a signed contract flows through invoicing, revenue recognition, and ultimately cash collection — and why confusing these concepts leads to bad metrics, poor forecasting, and cash flow surprises. Resources Mentioned Blog post: https://www.thesaascfo.com/bookings-vs-invoicing-vs-revenue/ SaaS Metrics Course: https://www.thesaasacademy.com/the-saas-metrics-foundation What You’ll Learn What a booking actually represents in a SaaS or PLG business How bookings differ between sales-led and self-service models Why invoices are not the same as revenue under accrual accounting How deferred revenue works and why revenue must be recognized over time The full SaaS revenue cycle: bookings → invoices → revenue → cash Why understanding this flow is critical for financial modeling, forecasting, and cash flow planning Why It Matters Prevents overstating revenue or ARR in Board and investor reporting Improves accuracy in cash flow forecasting and runway planning Ensures go-to-market metrics like CAC payback and cost of ARR are built on the right data Reduces confusion between CRM data and accounting system source-of-truth Creates better alignment between finance, sales, and leadership teams

    4 min

  4. JAN 30

    Can You Actually Prove the ROI of Customer Success?

    Justifying investment in customer success is far harder than justifying spend in sales and marketing. In episode #350, Ben walks through a practical framework for evaluating the ROI of customer success and retention programs by tying customer success investment directly to ARR, MRR, and revenue retention performance. Instead of relying on vague qualitative benefits, this episode outlines how finance and SaaS leaders can quantify retention improvements and translate them into real financial impact. Resources Mentioned Blog post on quantifying customer success and retention ROI: https://www.thesaascfo.com/quantifying-investments-in-customer-success-and-retention/ SaaS Metrics Course: https://www.thesaasacademy.com/the-saas-metrics-foundation What You’ll Learn Where customer success should be classified on the SaaS P&L (COGS vs. Sales) Why customer success ROI is harder to quantify than CAC or go-to-market efficiency How to use MRR and ARR waterfalls as the foundation for retention analysis The difference between gross revenue retention and net revenue retention in ROI modeling How expansion, contraction, and churn act as independent levers in retention A scenario-based approach to estimating ARR impact from retention improvements Why It Matters Helps justify customer success spend with real revenue and ARR impact Improves financial modeling and long-term financial strategy decisions Connects retention performance to unit economics and scalability Avoids over-investing in customer success without measurable outcomes Provides a clearer framework for board and investor discussions

    6 min

  5. JAN 27

    The Pitfalls of Using Your CRM to Report Official ARR Numbers

    Many SaaS teams try to use their CRM to report ARR and MRR, but this creates serious risks—especially in forecasting, retention analysis, and due diligence. In episode #349, Ben explains why your CRM is rarely the correct source of truth for recurring revenue and where ARR should actually come from to ensure financial accuracy and credibility with investors and acquirers. Resources Mentioned How to Disclose ARR: https://www.thesaascfo.com/cfos-guide-to-disclosing-headline-arr-numbers/ Ben's SaaS Metrics Course: https://www.thesaasacademy.com/the-saas-metrics-foundation What You’ll Learn Why CRM-based ARR reporting is often inaccurate and easy to break The difference between bookings data and revenue-based ARR What qualifies as a true source of truth for ARR and MRR How invoicing, revenue recognition, and the general ledger fit together Why CRM-reported ARR frequently fails under due diligence scrutiny When (and only when) a CRM can be trusted for recurring revenue metrics Why It Matters Prevents misleading ARR, MRR, and revenue metrics Ensures your financial systems can support investor and buyer diligence Reduces risk when calculating retention, CAC payback, and unit economics Improves confidence in Board reporting and long-term financial strategy

    3 min

  6. JAN 23

    Why a Perfect SaaS P&L Can Still Hide Serious Problems

    In episode #348 of SaaS Metrics School, Ben Murray responds to a thoughtful LinkedIn comment that challenged a common assumption: that a well-structured SaaS P&L tells the whole story. While a properly built chart of accounts and SaaS P&L are foundational, Ben explains where hidden risks can still exist beneath clean financial statements. Using real-world examples from SaaS founders and finance teams, this episode explores how revenue commingling, misclassified expenses, role overlap, and customer concentration can quietly distort decision-making—despite an “immaculate” P&L. Resources Mentioned LinkedIn SaaS P&L Post: https://www.linkedin.com/posts/benrmurray_saas-activity-7418308514533552128-l2eG/ SaaS P&L Blog Post: SaaS Metrics Course:  What You’ll Learn Why a clean SaaS P&L can still hide structural business risk How revenue commingling and miscoding undermine financial clarity When and how to reclass employee costs across departments Why materiality matters more than perfection in early-stage accounting How customer concentration risk often surfaces late in due diligence Why It Matters A SaaS P&L is only as useful as the assumptions behind it Poor expense classification can distort margins and unit economics Misunderstanding departmental cost ownership leads to flawed decisions Customer concentration can materially impact valuation and investor confidence Strong financial systems require both structure and experienced oversight

    6 min

  7. JAN 20

    The Hidden Complexity Behind ARR Disclosures

    In episode #347 of SaaS Metrics School, Ben Murray explores the lesser-discussed nuances behind ARR (Annual Recurring Revenue) disclosures. Building on the prior two episodes on ARR definitions and common disclosure mistakes, this discussion dives into the assumptions and gray areas that often underlie headline ARR numbers. Drawing on extensive research across public tech company filings, Ben explains how assumptions about renewals, timing, and grace periods can materially affect how ARR is interpreted by boards, investors, and acquirers. Resources Mentioned Blog post: In-depth analysis of ARR definitions and disclosure practices: https://www.thesaascfo.com/cfos-guide-to-disclosing-headline-arr-numbers/ SaaS Metrics course: https://www.thesaasacademy.com/the-saas-metrics-foundation What You’ll Learn Why most ARR definitions assume full renewal of existing contracts How ARR disclosures typically avoid assumptions around expansion, contraction, or churn Why ARR is almost always a point-in-time metric rather than a forecast Common disclaimers used to separate ARR from GAAP revenue and financial guidance How grace periods for contract renewals can materially affect reported ARR—and how some public companies quantify that risk Why It Matters ARR assumptions directly influence how investors assess revenue durability Poorly explained ARR nuances can create confusion during due diligence Grace periods can inflate perceived recurring revenue if not disclosed properly Transparent ARR disclosures strengthen credibility with boards and potential buyers A defensible ARR definition supports better financial strategy and valuation discussions

    6 min

  8. JAN 18

    Common ARR Disclosure Mistakes And How to Avoid Them

    In episode #346 of SaaS Metrics School, Ben Murray breaks down the most common mistakes SaaS and AI companies make when disclosing their ARR (Annual Recurring Revenue). Building on the prior episode about the five questions every ARR definition must answer, this discussion focuses on where ARR disclosures go wrong—and why unclear definitions can damage credibility with investors, boards, and acquirers. Drawing from extensive research on public tech company filings and press releases, Ben explains how vague ARR definitions, hidden mechanics, and inconsistent methodologies create confusion and risk during fundraising, valuation discussions, and due diligence. Resources Mentioned Prior episode: The 5 Questions Your ARR Definition Must Answer SaaS Metrics Course: https://www.thesaasacademy.com/the-saas-metrics-foundation Blog post on ARR: https://www.thesaascfo.com/cfos-guide-to-disclosing-headline-arr-number What You’ll Learn Why a company’s pricing model does not always match its ARR model The importance of clearly defining which revenue streams are included in ARR Common issues with vague annualization periods (monthly vs. quarterly vs. trailing periods) How poor disclosure of usage-based or variable revenue creates misleading ARR numbers Why ARR definition changes and restatements require clear explanation and transparency Why It Matters Clear ARR disclosure builds trust with investors, boards, and business leaders Poorly defined ARR can undermine company valuation and fundraising conversations Inconsistent ARR definitions make benchmarking and financial modeling unreliable Transparent ARR mechanics reduce follow-up questions during due diligence Strong financial strategy starts with defensible, repeatable revenue metrics

    3 min
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About

Ben Murray brings you actionable SaaS metrics lessons that he has learned through years of being in the SaaS CFO trenches. Whether you are new to SaaS or a SaaS veteran, learn the latest SaaS and AI metrics, finance, and accounting tactics that drive financial transparency and improved decision-making. Ben’s SaaS metrics blog consistently rates a 70+ NPS, and his templates have been downloaded over 100,000 times. There is always something to learn about SaaS and AI metrics.

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