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2020 SaaS Retention Benchmarks for B2B Companies

NOTE: Current SaaS retention benchmarking data can be found here – 2022 SaaS Retention Benchmarks for B2B Companies

Because of its compounding effect on growth, revenue retention is now well established as the most important metric for ensuring medium- to long-term business health. This research brief provides current retention benchmarks based on data from SaaS Capital’s 9th annual survey of 1,400 private B2B SaaS companies. In addition to net retention and gross retention benchmarks across all SaaS companies, the research brief explores retention in the context of:

  • Annual contract value (ACV)
  • Growth
  • Companies selling a vertical product compared to companies selling a horizontal product
  • Channel sales
  • Venture-backed companies compared to bootstrapped companies

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