FOUNDER’S GUIDE TO B2B SALES To use benchmarks correctly: • Ensure relevant comparison set (e.g. by size, sales model, ARR size, capital raised) • Use benchmarks from multiple sources (to help find differences, deepen understanding) • Don’t just focus on the median, look at the distribution • Remember that metrics are a function of strategy and sales model • Variances can be offset (e.g. a high CAC could be justified by an exceptional NRR) Remember that many key metrics are hard to change • You are unlikely to drop your CAC ratio from 2.2x to 1.1x in a year • Think about convergence over time *Estimates, Benchmarks and Analysis based on our experience with leading European SaaS companies SPRING 2023 .56