FOUNDER’S GUIDE TO B2B SALES Benchmark: Net Retention Rate AVERAGE TOP QUARTILE BOT QUARTILE 150% 140% 130% 125% 120% 114% 115% 110% 105% 100% 90% 80% ENTERPRISE SMB LTV / CAC for each percentile LTV / CAC PERCENTILE 2-3x 25% / NEEDS IMPROVEMENT 3x 50% / GOOD 3-5x 75% / BETTER 5x+ 90% / BEST SPRING 2023 .36