--- title: 4 Magical marketing metrics investors want to see | Active Profile description: This marketing metrics blog was inspired earlier this month when we reviewed our client sprint boards | By Active Profile, marketing, comms & PR agency image: https://blog.activeprofile.co.uk/hubfs/THE%204%20MAGICAL%20METRICS%20INVESTORS%20WANT%20TO%20SEE.png --- [![Active-Profile-logo_pastel-pink](https://blog.activeprofile.co.uk/hubfs/Logos/Active-Profile-logo_pastel-pink.svg)](http://www.activeprofile.co.uk/)   - [About us](https://activeprofile.co.uk#section-1) - [What we do](https://activeprofile.co.uk#section-2) - [Work with us](https://activeprofile.co.uk#section-3) - Get in touch # The 4 magical marketing metrics investors want to see Read Time: 3 minutes [![The 4 magical marketing metrics investors want to see](https://blog.activeprofile.co.uk/hubfs/THE%204%20MAGICAL%20METRICS%20INVESTORS%20WANT%20TO%20SEE.png)](https://blog.activeprofile.co.uk/4-marketing-metrics-investors-want-to-see)   This marketing metrics blog was inspired earlier this month when we reviewed our client sprint boards. A common key diary marker across all clients is board meetings with investors. We often work closely with clients to have their campaign reporting data ready to go ahead of these deadlines. As  measurement is something we're often asked about, we thought we would share some of our thoughts.  Our friends at HubSpot created a great article and cheat sheet : [The 6 Key Marketing Metrics Your CEO Actually Cares About](https://blog.hubspot.com/blog/tabid/6307/bid/34054/the-6-marketing-metrics-your-ceo-actually-cares-about-cheat-sheet.aspx) which provided inspiration and it was from here we thought we’d quickly pull together our top metrics we see investors interrogating and therefore the ones portfolio companies need to be ready to answer questions on: **CAC – Customer Acquisition Cost** How much does it cost to acquire a customer? Not a lead. A customer. So looking at your total marketing spend and divide this by the number of customers you have acquired in that period will give you a figure that you will look to decrease month-on-month. **Ratio of LTV to CAC** So we’ve worked out how much it costs to acquire a customer above, now we need to see how that stacks up against the average customer lifetime value (LTV). There are a number of ways to work out LTV, but we often use the one taken from HubSpot and take the revenue a customer pays you in a period, subtract out the gross margin, and then divide by the estimated churn percentage (cancellation rate) for that customer. So, for a type of customer who pays you £100,000 per year where your gross margin on the revenue is 70%, and that customer type is predicted to cancel at a rate of 16% per year, then the LTV is £437,500. Now, once you have the LTV and the CAC, you compute the ratio of the two. If it cost you £100,000 to acquire this customer with an LTV of £437,500, then your LTV:CAC is 4.4 to 1.   **LTV** divided by **Cost of Aquisition** = **CAC**   For growing SaaS companies, most investors and board members want this ratio to be greater than 3X because a higher ratio means your sales and marketing teams have a higher ROI, so if you scale that, you can scale your MRR. **Net new MRR (Monthly recurring revenue) Growth Rate** Depending on how close your investors sit with the business then a monthly snapshot of net new MRR is probably the best indicator of growth. MRR changes as new revenue is secured or customers churn, reduce spend, or increase spend. Net MRR Growth Rate shows the net variation of those factors from month-to-month. This is a key metric which shows how fast the company is growing and is the bedrock of a healthy business.  Businesses with an annual revenue of say £2m or less will have higher growth rates, and in our experience working with SaaS clients, averages fall between 20% - 50% for year-on-year growth. **CRR – Customer Retention Rate** The big one for SaaS. The real test is keeping and growing customers. This metric will be owned by your customer success team but it’s a marketing metric none the less. A sale is never complete in SaaS business and there is a job to be done from on-boarding into the future to ensure value is experienced. Often communicated as a percentage month-on-month this is simply the number of customers that were with us last month vs today. One quick caveat to finish this article is the fact that as a marketeer or leader you’ll need to make sure you focus on the metrics that matter, and these will vary for different types of campaigns and stages that you are at in the growth cycle, however if you focus on understanding your metrics with your investor, you won’t go far wrong.   [Case Study: See how we set up a sales and marketing engine for Peak AI](https://info.activeprofile.co.uk/peak-ai-case-study)   Written by #### Anna Heyes CEO #### Share this article ### Subscribe to our blog PUBLIC RELATIONS, project management, place, Marketing, PR, Events ![Maximising your profile: amplifying content at business events and conferences](https://blog.activeprofile.co.uk/hs-fs/hubfs/SHOWCASING%20THE%20POTENTIAL%20OF%20YOUR%20PRODUCT%20THROUGH%20GROWTH%20EXPERIMENTS-3.png?width=690&name=SHOWCASING%20THE%20POTENTIAL%20OF%20YOUR%20PRODUCT%20THROUGH%20GROWTH%20EXPERIMENTS-3.png) FEATURED POST Latest Post #### [Maximising your profile: amplifying content at business events and conferences](https://blog.activeprofile.co.uk/maximising-your-profile-amplifying-content-at-business-events-and-conferences) Read Time: 5 minutes Latest Post #### [Harnessing Collective Genius in an Election Year: Bringing the Tech Sector Together Amid Change](https://blog.activeprofile.co.uk/harnessing-collective-genius-in-an-election-year-bringing-the-tech-sector-together-amid-change) Read Time: 5 minutes [Making careers in PR accessible with Agent Academy](https://blog.activeprofile.co.uk/making-careers-in-pr-accessible-with-agent-academy) Read Time: 3 minutes --- [‘All in’ case study: building brand authority and awareness through proactive PR and experiments](https://blog.activeprofile.co.uk/all-in-case-study-building-brand-authority-and-awareness-through-proactive-pr-and-experiments) Read Time: 4 minutes --- [Urban futures, regional impact: Launching Avison Young’s outlook reports across the UK](https://blog.activeprofile.co.uk/urban-futures-regional-impact-launching-avison-youngs-outlook-reports-across-the-uk) Read Time: 3 minutes --- GROWTH MARKETING, Marketing Experiments ![Why Marketing Experimentation is Better Than Your Guesswork](https://blog.activeprofile.co.uk/hs-fs/hubfs/WHY%20MARKETING%20EXPERIMENTATION%20IS%20BETTER%20THAN%20YOUR%20GUESSWORK.png?width=690&name=WHY%20MARKETING%20EXPERIMENTATION%20IS%20BETTER%20THAN%20YOUR%20GUESSWORK.png) FEATURED POST Latest Post #### [Why Marketing Experimentation is Better Than Your Guesswork](https://blog.activeprofile.co.uk/why-marketing-experimentation-is-better-than-your-guesswork) Read Time: 5 minutes Latest Post #### [Creating a Marketing Strategy Fit for Growth: A Whistle-Stop Guide](https://blog.activeprofile.co.uk/creating-a-marketing-strategy-fit-for-growth-a-whistle-stop-guide) Read Time: 7 minutes [The 4 magical marketing metrics investors want to see](https://blog.activeprofile.co.uk/4-marketing-metrics-investors-want-to-see) Read Time: 3 minutes --- [3 reasons why CEOs need agile marketing post Covid-19](https://blog.activeprofile.co.uk/3-reasons-why-ceos-need-agile-marketing-post-covid-19) Read Time: 6 minutes --- [Can a growth communications strategy scale your brand? Yes it can.](https://blog.activeprofile.co.uk/can-you-use-growth-communications-to-scale-your-brand-yes-you-can) Read Time: 2 minutes --- News ![Inspired Spaces North 2019: searching for the North’s most creative workspaces](https://blog.activeprofile.co.uk/hs-fs/hubfs/INSPIRED%20SPACES%20NORTH-1.png?width=690&name=INSPIRED%20SPACES%20NORTH-1.png) FEATURED POST Latest Post #### [Inspired Spaces North 2019: searching for the North’s most creative workspaces](https://blog.activeprofile.co.uk/inspired-spaces-north-2019-searching-for-the-norths-most-creative-workspaces) Read Time: 1 minutes Latest Post #### [My internship at Active Profile: what I did and learnt](https://blog.activeprofile.co.uk/my-internship-at-active-profile-what-i-did-and-learnt) Read Time: 2 minutes [Active Profile awarded Workplace Wellbeing Charter accreditation](https://blog.activeprofile.co.uk/active-profile-awarded-workplace-wellbeing-charter-accreditation) Read Time: 1 minutes --- [Fight for flight: 12 minutes of oxygen](https://blog.activeprofile.co.uk/fight-for-flight-12-minutes-of-oxygen) Read Time: 2 minutes --- [A quacking time at the Manchester Duck Race](https://blog.activeprofile.co.uk/a-quacking-time-at-the-manchester-duck-race) Read Time: 2 minutes --- ![Active-Profile-logo_pastel-pink](https://blog.activeprofile.co.uk/hubfs/Logos/Active-Profile-logo_pastel-pink.svg) # WE GO ALL IN ### Head office Unit 5, Baltic View 14 Brick Street Liverpool L1 0BN 0151 556 7050 Copyright © 2025 Active Profile | [Terms & Conditions](https://info.activeprofile.co.uk/terms-conditions) | [Privacy Policy](https://info.activeprofile.co.uk/privacy-cookies)